Study reveals main barriers to mobile customer experience management

Published on 07 February 2013 by in Latest News

mobile omni channel customer experience Study reveals main barriers to mobile customer experience management

While companies are becoming increasingly eager to embrace the CIM possibilities of smartphone technology, lack of prior experience and difficulties in measuring effectiveness remain major barriers to progress.

The number of CEOs focusing on mobile as a way to communicate with consumers has risen 14 per cent in the past year to reach 38 per cent, according to a new survey published by the Internet Advertising Bureau.

According to media group manager Jem Lloyd-Williams though, the majority of business leaders are still failing to comprehend the potential of the medium. “It’s a very potent channel and it is important the people at the top understand that,” comments Lloyd-Williams, adding, “Ignore mobile at your peril is the mantra here.”

Of those who are looking to invest in improving mobile customer engagement, near field communications technology, responsive design and high-speed ‘4G’ internet were identified as the most promising opportunities. As expressed by a mobile customer experience specialist;

“There are some really effective, creative formats emerging in mobile that cater to the smaller screen, and when you underpin that with data to tailor the experience to a specific individual, based on their location and other targeting methods, it gets even more interesting.”

However, given the incredibly rapid adoption of mobile internet technology, around half of all survey respondents admitted to having limited knowledge of how to utilise these devices in order to offer a superior customer experience.

As a result, 31 per cent of those surveyed felt tracking and measuring the effectiveness of this type of omni-channel CIM strategy posed a major challenge. In the words of a prominent mobile industry expert;
“It’s so fragmented there is no single, unified tracking solution; we need to get that right before we can build on that with things like responsive design.”

For advice on how best to harness the potential of mobile technology to improve the customer experience, contact the numero team.

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