meet customers on their turf – adopt a mobile-first cx strategy · 2018-04-13 · meet customers...

Meet Customers on Their Turf – Adopt A Mobile-First CX Strategy


As you walk down the street to lunch, notice the people around you. 8 out of 10 are either looking at their mobile phone or speaking into it. Some are talking into the air using headphones. You’ll see folks smiling, even giggling as they view photos, videos or read a funny joke on that omnipresent screen. Undeniable fact: most of your customers are mobile – most of the time.

Mobile has been rapidly accepted over the past decade. Why? Because it addresses consumers’ need for easy connectivity. With a versatile programming language that allows just about anyone to develop a mobile app, consumers’ reliance on smart phones has expanded far, far beyond making phone calls. You can use it to look for a job, make a dinner reservation, find a date, look for free parking, even rant on a social media channel about your delayed flight. Smart phones have changed the way we interact with each other, with businesses, with family, and just about everyone. This endorses the inevitability of mobile-first being an essential element of a successful CX strategy.

Organizations are investing resources to support mobile pre-purchase and purchase activities, but their delivery of post-purchase support falls short 90% of the time.

Research shows more than 60% of buyers will use mobile for service and support as part of their customer journey. Their CX is determined by how effectively interactions are managed in the mobile environment. Many customers will decide whether to continue spending money with an organization based on the quality of its mobile CX.

The benefits are seen all around; a mobile-first CX strategy helps you and your customer. Your post-purchase support is more accessible to customers and you’re able to collect better insights about customer needs. You can deliver the consistent, on-demand service your customers crave. The result? By making it easier for customers to stay connected with you, you’ll realize improved customer satisfaction, retention and loyalty.

Remember, success means more than making the sale – it’s about helping customers solve problems and achieve goals. Building an end-to-end mobile CX strategy ensures you are there for customers when they need you. A mobile-first CX approach helps you provide the positive experience that keeps them coming back.

executive summary


Almost half of all U.S. consumers get a mobile phone at age 101. Most mobile phones last 2 years2. Since people are living an average of 79 years, that means many of us could own almost 40 phones in our lifetime. We use mobile phones to shop, to make appointments, to look for a new restaurant, to research our next vacation and to track our daily runs. Mobile phones are today’s indispensable digital personal assistants.

With more than 1.5 billion smartphones purchased last year3, mobile’s ubiquitous role in customers’ lives has pushed organizations to prioritize mobile when developing digital CX strategies4. Inbound marketing efforts focus on mobile-friendly sites to generate traffic and get leads5. Websites, online stores, and dedicated apps have been developed to facilitate mobile ecommerce6.

Evidence shows that post-purchase engagement can lead to greater retention and customer loyalty7. Almost two-thirds of U.S. adults are using mobile to connect with customer support post-purchase8. Despite this compelling data, so many companies end up disappointing customers during the mobile post-purchase engagement. Why? Customers cite navigational issues, difficulty locating useful information, and inability to access and use support materials like PDF manuals.

The customer journey is an interconnected loop, with post-purchase interactions affecting future purchase intent9. Building true loyalty, where you become your customers’ first choice every time, means delivering a post-purchase experience on their turf. And in today’s marketplace, their turf is mobile.

introduction

the ABCs of a mobile-first cx strategy

Putting mobile first in your CX strategy offers several benefits essential to a quality customer experience.



Accessibility Throughout the Customer JourneyAlthough marketers talk about omni-channels, the phrase doesn’t offer any real benefit to customers. What they want is a good experience and simple solutions to their complex problems – throughout their complete journey, from pre-purchase interactions through post-purchase support.

The high level of smart phone ownership, particularly among younger audiences10, makes mobile the ‘go-to’ device of choice. Focusing on mobile for your CX strategy enhances your customer’s ability to access your information, since smart phone operating systems outperform many personal computers. Delivery of post-purchase support becomes easier with mobile-friendly formats like videos or infographics.

• 1 in 2 customers prefer video for instructions, product reviews, and problem resolution

• 4 in 10 want more video content from marketers

• Videos less than 90-secondslong retain more than half of viewers

Better Analytical Insights About Customer Pain PointsWith mobile being the primary device used throughout the customer journey, mobile-first UX and CX strategies can give you better data about how your customers use your content. In addition, you can uncover any pain points they may encounter along the way.

Keeping mobile in mind when developing content, such as shifting a PDF to more mobile-friendly HTML, allows you to provide relevant information and track access. You can use the insights to follow-up appropriately

with customers who may not have tapped into important content hat you have shared online.

Alleviating friction makes a significant difference to customers:

• 78% of customers feel favorably about companies who notice when they struggle with a website.

• 79% say they are more loyal to companies with easy-to-use information.

• And 76% agree they buy more from companies who make interactions easy.

Consistent Service When and Where the Customer Needs ItMobile users spend almost 4 hours a day accessing the internet11. And like a wallet, most people carry a phone with them for most of the day. Delivering mobile CX support means you’re available wherever and whenever customers need you.

Non-voice support like ‘chat’ has become a larger revenue stream for U.S. customer service centers, almost doubling in the last five years12. Responsive, on-the-go support is particularly important to millennials, a group that prefers to solve customer service issues on their own13.

• Mobile access of customer service was up +12% in the last few years, while telephone and email access declined14.

• A recent report shows that 8 in 10 customers between the ages of 18-24 and 3 in 4 between 35-44 use smart phones at least monthly for customer support15.

Delivering Favorable UX and CX A good customer experience involves convenience, options, and personal attention. A mobile platform facilitates the quality of experience customers expect.


Mobile can simplify the onboarding process with customers by delivering:

• an easy-to-complete product registration,

• a link to a product demonstration video and frequently asked questions, and

• an opportunity to request additional information.

A mobile-first strategy gives customers the power to customize the post-purchase part of their journey – they access the information they need to gain an enjoyable user experience.

Evoking Satisfaction to Build Retention, Loyalty and RevenueImportantly, a mobile-first CX strategy fosters customer satisfaction and strengthens relationships16.

• 74% of mobile customers return to a mobile-friendly site.

• 67% are more likely to buy when a site is mobile-friendly.

• 50% will not use a business without mobile-friendly access, even if they like the product or service offered.

Streamlining the post-purchase experience with a mobile strategy focused on responsiveness and personalization can close the customer journey loop and set your brand apart from competitors.

What’s more, a better customer experience has monetary value – 55% of consumers surveyed several years ago were willing to pay more for a better customer experience17. This number has undoubtedly gone up higher in the age of mobile.


conclusion

The mobile revolution is over – mobile is here to stay. Building your CX strategy with mobile as a priority is a ‘must-have’ for success. A comprehensive CX strategy includes more than just a responsive website. It is focused on the customer journey, beginning with supporting pre-purchase research through frictionless purchase and seamless post-purchase problem resolution.

A recent Forrester study showed that only about 1/3 of marketers surveyed had included mobile in their CX strategy18. Have you made mobile part of your marketing approach? Talk with the Informedy team about mobile solutions for delivering high-quality mobile post-purchase support.

You can reach us at 289.729.0709 or online. Our website RESOURCES page has useful informational videos and industry whitepapers to help guide your post-purchase strategy development


end notes

Informedy is a company focused on The Passionate Ownership Experience™, enhancing the way consumers engage with the products they purchase.

289-729-0743 • [email protected] • www.informedy.com

1. https://www.cnn.com/2017/12/11/health/cell-phones-for-kids-parenting-without-borders-explainer-intl/index.html2. https://www.webpagefx.com/blog/general/how-many-devices-will-you-use-in-your-life/3. https://fossbytes.com/smartphone-sales-decline-first-time-q4-2017/4. https://www.salesforce.com/blog/2017/06/fourth-annual-state-of-marketing-report.html5. https://www.inboundnow.com/6-predictions-2018-will-bring-inbound-marketing/6. https://www.bigcommerce.com/blog/mobile-commerce/7. https://mobilebusinessinsights.com/2018/01/customer-experience-management-mobile-and-the-customer-centered-enterprise/8. http://www.eweek.com/small-business/use-of-mobile-devices-for-customer-support-grows-despite-hiccups9. https://enginess.io/insights/2018-web-mobile-trends10. https://www.ibm.com/blogs/watson-customer-engagement/2017/02/08/goodbye-post-purchase-phase-key/11. http://images.connect2.globalservices.bt.com/Web/BTGlobalServices/%7B54c47772-f0ef-4dcf-9e59-da3d0cad0cbd%7D_chat-tap-

talk-whitepaper-15-11-2017.pdf12. https://hackernoon.com/how-much-time-do-people-spend-on-their-mobile-phones-in-2017-e5f90a0b10a613. http://www.us.jll.com/united-states/en-us/Research/US-Contact-Centers-Outlook-2017-JLL.pdf14. https://www.linkedin.com/pulse/why-customer-experience-heart-digital-transformation-you-kobrin-mba15. https://www.softwareadvice.com/resources/improve-cx-with-mobile-support/16. https://www.marketingtechnews.net/news/2018/feb/15/prioritising-mobile-first-design/17. https://www.salesforce.com/blog/2013/10/customer-service-stats-55-of-consumers-would-pay-more-for-a-better-service-

experience.html18. https://go.forrester.com/blogs/mobile-first-is-not-enough/

meet customers on their turf – adopt a mobile-first cx strategy · 2018-04-13 · meet customers...

Documents