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Three Strategies for Creating Remarkable Mobile Experiences for Customers
The mobile experience is increasingly critical to customer loyalty and profitability. Unfortunately in most companies, mobile is siloed, under-optimized and disconnected from the overall customer care infrastructure.
Posted Jun 22, 2016
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When you consider Comscore reports that more than 66% of Americans use smartphones and Internet usage on mobile devices has now exceeded PC usage, it’s clear to see we live in a mobile world. Today’s consumers are self-reliant and value easy access to information and services. They expect to interact on the customer service channels they chose. And, when they move between channels they want to pick up the conversation right where they left off.

The mobile experience is increasingly critical to customer loyalty and profitability. Unfortunately in most companies, mobile is siloed, under-optimized and disconnected from the overall customer care infrastructure.

 

Create Remarkable Mobile Moments
Mobile moments are opportunities to exceed the expectations of your customers by serving them at the moment of need – whenever, wherever. As preferences have evolved, customers believe, more and more, that they should be able to access service or information instantly via their mobile devices. Implement solutions to serve your customers in these mobile moments.

The following three omni-channel mobile strategies will help you provide smart customer service that mobile customers expect:

STRATEGY: Use Context Cookies
Research from Forrester Consulting found that 69% of survey respondents would like to be able to move between customer service channels without having to repeat themselves each time. Context Cookies, small traces of information about the journey of the customer, provide easily accessible data stores that can memorize past transactions on any channel. Examples of data include dropout points in IVR interactions, such as incomplete business tasks, the last transaction performed in a mobile app, the last time the customer talked to an agent, the last issue discussed with an agent, or the most recent page of your website the customer visited. While some of this information might already be stored in a traditional CRM system, the data isn’t always be easily accessible across multiple channels.

STRATEGY: Enable Interactive Text-Based Self-Service
Interactive text-based self-service, similar to IVR, provides mobile customers with a natural language, self-service interface using two-way SMS text applications. According to Frost & Sullivan, this automated dialogue is preferred by Millennials and Gen-Yers. Customers can receive proactive text messages, or they can initiate a conversation themselves by sending a text. If the customer needs live service, the conversation can be seamlessly routed to a representative, continuing the conversation on SMS or taking it to the phone channel. This moves activities like confirming appointments or checking the status of an order away from the phone channel, to the less expensive, more convenient text channel.

STRATEGY: Create Disposable Apps
A “disposable app” is a special-purpose mobile Web app that requires no prior download. These apps work across all smartphone platforms and allow your customers to perform a one-off task when needed, such as paying a bill, checking the status of an order, renewing a recurring order or asking for updates after a service outage. Disposable apps fit into your customers’ busy lifestyles and are available when needed via a one-time use link, in the most convenient and least disruptive way possible.

Implementing mobile strategies including context cookies, interactive text-based self-service and disposable apps will help to empower today’s mobile customers and enhance the customer experience.

To learn more about providing your customers with the ultimate mobile experience, watch our video: www.aspect.com/mobility-video

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