Mobile Only Customer ExperiencesBy Mark Atterby Consumers have embraced the concept of a mobile centric world. Most businesses and organisations however, according to recent research from Altimeter, treat mobility as a bolt on to their existing digital strategies. The new digital customer journey demands that businesses invest in mobile-first and even mobile-only customer experiences. Mobility is not just another channel or technology that organisations need to incorporate
… 90 percent of consumers move between devices to accomplish a goal, using an average of three different screen combinations each day.
Re-evaluating the customer journeyFour out of five smartphone users use their phone for shopping or booking appointments or planning an event such as going to a movie or a concert. Even if they make their final purchase in store or on their desktop or via phone call, their journey as a customer is likely to start with a mobile device. According to the Altimeter research 90 percent of consumers move between devices to accomplish a goal, using an average of three different screen combinations each day. Solis comments, ”Brands and agencies need to own mobile, make someone accountable for the mobile customer experience and more so, move away from a mobile first approach and embrace a mobile only philosophy to keep customers on task while on the small screen.” Research and analysis from Google, highlights that 59% of smartphone users purchased a travel product via their handset as opposed to 44% of desktop users. We are living in a mobile world where consumers can access services and information via a multiplicity of screens and device. It’s time for business to acknowledge the significance mobility has in redefining consumer experiences. It’s disruptive and it’s heralded a range of challenges that need to be addressed. Mobility needs to be at the heart of corporate digital and customer service strategies.
Engaging the mobile customerWhy do customers use smartphones to review and purchase products? It’s convenient, it saves time and it’s immediate. For example, customers can access their bank accounts and pay bills while they
The mobile experience must reduce the amount of effort customers must put in to get what they want.