By 2015, there will be more people using the web through a mobile device than a wireless computer. The growth of the smartphone market, (now at over 50 per cent in the United Kingdom), has revolutionised the way customers interact with businesses.
Here are just three ways mobile has re-shaped the customer experience.
We live in a multi-channel world
A survey from OMD found that people swapped devices 21 times an hour when they were at home. The study, which analysed the device use of 2,000 consumers, highlighted the fluid nature of technology in the home; customers are happy to utilise tablets and mobile phones for a variety of purposes, including customer service and shopping.
Chris Worrell, insight director at OMD, commented:
“Not only were [respondents] multitasking, but we were surprised at the sheer number of times that they were flip-flopping from one device to another.”
Key takeaway: Businesses need to make sure their CiM is optimised for all consumer channels
Wireless and instore behaviour
Mobile is an important part of the customer journey. Research from theNextWeb.com found that three out of five consumers compare shelf and online shopping prices in-store. But there are also implications for customer service teams, with shoppers using their mobiles to contact customer service teams via social platforms while browsing the aisles. According to a study by eMarketer, 30 per cent of customers have their mobile in-hand while browsing; businesses need to be ready to quickly respond to customer feedback on sites like Twitter and Facebook
Key takeaway: Businesses need to be prepared for more customers to use mobile for customer service and comparison while in-store.
Mobile sales grew 46 per cent year-on-year according to IBM. Customers are becoming increasingly comfortable using their mobile phone for shopping. The same is true of customer service. A study from 2013 found that 72 per cent of customers have a more positive experience of a business if they offer a mobile customer service app. Indeed, a study from CRM Magazine found that 45 per cent of companies offering web or mobile self-service reported an increase in site traffic and reduced phone enquiries.
Key takeaway: Customers expect businesses to provide a ‘mobile experience’