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Just how important is it to deliver an exceptional customer experience in the mobile channel today? The data tells the entire story. Here are 7 revealing statistics that show why its more important than ever for companies to get self-service right in the mobile channel, followed by 4 best practice tips for delivering a world class mobile customer experience.
Today it is no exaggeration to say the world has truly gone mobile. Speaking at the latest Web 2.0 Summit, venture capitalist and Queen of the Net Mary Meeker said 85% of the worlds population now has mobile coverage. Its a staggering statistic considering only 80% of the population is on an electrical grid!1 The desire to stay connected on the go is also evidenced by the rapid growth of the digital tablet market, with tablet sales predicted to outpace PC sales by 2015.2 85 % of the worlds population now has mobile coverage
Although customer service industry surveys have shown that todays customers largely prefer to self-serve online versus call into a contact center, many organizations still hold the erroneous belief that, Our customers prefer to call us when they have a customer service issue. Its now very dangerous to ignore consumer service preferences in the mobile channel. 50% of smartphone users prefer to use a mobile customer service application for resolving their issue before calling into the contact center.3
2011 2010
+31%
The insatiable appetite for mobile content consumption continues to grow. In the US, yearover-year growth of mobile 3G subscribers for 2011 Q4 was 31%. (Global growth was even higher at 37%). The growth shows that consumers continue to place a very high priority on technologies that enable better mobile experiences online, even in the midst of a soft economy and low consumer confidence numbers throughout 2011.4
3G
3G
If your mobile customer service options fail to satisfy a customer who is intent on making a purchase from you, dont assume the customer will simply enter another channel to complete the sale. The truth is, its more likely the purchase will be abandoned altogether. 63% percent of online adults say theyre less likely to buy from the same company via other purchase channels if they experienced a problem with a transaction or getting information via their mobile phones.5
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63% of consumers will not complete the sale after a problem in the mobile channel Most companies have already committed to a mobile strategy
According to Forrester, The vast majority of consumer-facing corporations have mobile services or have plans to deploy them. The percentage of executives who do not have a mobile strategy or are just at the early stages of defining theirs dropped from 57% in Q3 2011 to 31% in Q4 2011. This 26% drop in just over a year means your competitors are likely to roll out a mobile strategy sooner than later, if they have not already.6
The pursuit of revenue is actually not the main driver of mobile strategy at most companies. In a Forrester Research survey of executives in 2012, the top objectives for developing mobile services were increasing customer engagement (53%) and increasing customer satisfaction (39%).7 Incremental revenue goals ranked lower on the list, indicating that companies have become aware that improving the customer experience in the mobile channel is a high-value investment.8 Creating a better customer experience is the main driver for mobile strategy
Many companies still have not got the mobile experience right
While an increased focused on mobile strategy is a step in the right direction, execution needs to happen faster. The current reality is that the majority of consumers are not satisfied with their mobile experiences. A whopping 84% of US adults who have conducted an online transaction through a mobile device in the last year report experiencing a problem.9 More than 8 out of 10 consumers encounter problems during their mobile experience
The IntelliResponse Enterprise Virtual Agent mobile deployment, shown above, allows a customer to key any question into a large question box. The one right answer is then instantly provided on the next screen regardless of how the question was phrased. Customer service questions are resolved in seconds, with no additional scrolling or searching required. This results in a highly satisfying customer experience, and introduces the opportunity to provide more information that can encourage or support purchase decisions.
eval@intelliresponse.com
eval@intelliresponse.com
About IntelliResponse Systems IntelliResponse is the leading provider of virtual agent technology solutions for the enterprise. We create profitable online conversations for our private and public sector customers around the world. With our patented Enterprise Virtual Agent (EVA) solutions, corporate websites, mobile applications, social media channels and agent desktops can all be transformed by an engaging virtual concierge, empowering customers to ask questions using natural, conversational language and delivering an effective and engaging online experience. With more than 360 live customer-facing implementations answering 100 million+ questions annually, IntelliResponse is the gold standard in first line customer experience management. For more information about IntelliResponse, visit www.IntelliResponse.com.
To learn more about taking online self service to the next level for your customers, visit www.IntelliResponse.com.