What is a 'Mobile First' Strategy with Customer Experience Management?
August 07, 2015
Ask most companies today what their top goals are, and most of them will probably have, “Improve the customer experience” somewhere on the list. It’s a noble goal. After years of configuring customer support processes for the convenience of the company – frustrating IVRs that companies hoped would cut down on live calls, for example – many organizations have had the epiphany that customers will stick with a company that puts their own experience first. A high quality customer experience means first-call resolution, little to no waiting on hold, as few transfers as possible, and 100 percent resolution of a problem within minutes.
Crafting a great customer experience, however, means incorporating all communications channels into the same platform, so customer queries can be handled quickly and efficiently regardless of which channel the customer chooses. Increasingly, customers are choosing the mobile channel, and many companies simply aren’t equipped to provide a great mobile experience.
A recent report by Software Advice entitled, “Improve the Customer Experience through Better Mobile Support” found that 63 percent of American adults use mobile devices at least several times per month to seek customer support. Depressingly, 90 percent reported having had a poor experience seeking customer support on mobile. This may be because companies view smartphones as a single channel: a mobile browser, perhaps. But a smartphone is much more than that.
“To really succeed with mobile consumers, businesses sometimes need to get creative,” according to Software Advice. “Mobile devices are, after all, more than just hand-held Web browsers. People use mobile devices for a very wide range of activities, including text messages, social media, taking/viewing photos and GPS navigation.”
Consider this: if a customer is using a smartphone to view a Web site and decides he or she wants to call the company, does that customer need to back out of the mobile browsing session (or the app) and dial a toll-free number? Or can the customer find a number inside the mobile browsing session or app it can push a call to? Does the agent who picks up understand that the customer is coming from a mobile session? Can the agent see what the customer’s been up to? These are the questions that need to be asked when designing a “mobile first strategy,” according to Software Advice.
“A mobile-first strategy means that no matter what a customer might need to do—learn about a new product, receive customer support, process a return or chat with an employee—it can be done on a mobile device and the CX will be equally positive,” wrote the report’s authors. “This strategy can distinguish companies from those for which mobile support is an afterthought.”
Edited by Peter Bernstein