A new study has found many brands are playing ‘catch-up’ to their increasingly mobile consumers when it comes to online customer service. The fast growing number of smartphone users has already created a seismic shift in the way customers choose to engage with brands and the majority of brands are struggling to adapt.
The LivePerson commissioned Forrester Consulting study of 135 customer experience strategy decision-makers at enterprises in the US, the UK, and Germany, revealed only 52% of the companies surveyed have a transactional mobile app. To effectively drive up conversion metrics, companies can offer alternative payments methods like PayPal and remove friction from the mobile purchase process by reducing manual data entry, such as by storing personal/credit card information to the customer’s universal profile.
Also, 45% of market leaders offer chat or mobile messaging support via their mobile application, compared with less than a third of others.
However, the study did find that the small number of ‘digitally mature’ organizations spearheading mobile customer strategy share a similarity in approach to in three ways:
Senior support of mobile initiatives. The foundational measure of a company’s mobile maturity is support from senior executives. These executives must understand that mobile is a strategic initiative and champion efforts to increase mobile capabilities.
A focus on customer-centric mobile experiences. These companies use mobile to serve customers and build loyalty rather than increase brand awareness or appear innovative. They design mobile services to support customers quickly and easily in their moment of need.
Defined best practices guiding all employees working on mobile. These companies use context, engineer their platforms and processes to specifically support mobile users, and measure and analyze performance to improve the experience.
Forrester highlighted mobile, along with social as the top emerging digital priorities, with mobile’s importance in delivering a best-in-class customer experience continuing to grow ‘at breakneck speed’ as customers become more comfortable completing complex tasks on those devices.
However, both mobile and social touchpoints are underserved by businesses.
Forrester determined that organizations that place digital at the heart of their customer engagement strategy are more likely to be market leaders in their industry and more likely to achieve or surpass company revenue targets.
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