The rise of the “mobile-first” consumer has been explosive, and today’s mobile ubiquity has resulted in meaningful changes to how people communicate. Take a look around you. Your family, your co-workers, those people on the train and subway with you, even the person sitting in traffic next to you – what are they doing? They’re engaged on their smartphones: talking, reading, playing, or watching.
We have become so reliant (some would say addicted) to our smartphones that we can’t put them down even when engaging with other people, in meetings, having dinner, or while driving. And I’ll admit it – I even sleep with my smartphone within arm’s reach.
Businesses need to mobilize their outbound customer engagement approaches to reflect these changes in customer behavior. Smart companies are evolving their communication strategies to address this preference shift towards mobile by proactively contacting customers where they live – on their smartphones. Companies that have incorporated mobile channels and supporting mobile technologies into their customer engagement strategy are seeing increased reach and performance of their outbound campaigns as well as improved satisfaction and overall customer experiences.
So does your company embrace mobile when proactively communicating with your customers? If not, or not enough, you could be left on the dock watching that ship sail.
Here are three best practices for integrating mobile into your outbound strategies:
- Use Mobile Channels – Don’t just think text messaging here. Think of all the communication channels and supporting technologies that co-exist side by side, offering multiple ways to reach and interact with a customer on a device that is always with them. Businesses can improve response rates and enhance customer interactions by mobilizing their outbound engagement, including text, voice calls, push notifications, email, Passbook, mobile web, and even social channels to offer coordinated cross-channel communications.
- Personalize Messages – People feel more connected to a company that sends them relevant and customized content. Examples include sending communications with important information like a customer’s scheduled appointment date, or an upcoming payment due date, or referencing recent account activity or interactions with an agent. By doing this, the company connects to the customer in a personal and preferred manner that strengthens their business relationship.
- Capture Customer Preferences, Including Mobile Opt-In – Asking for, capturing, and then adhering to individual customers’ communication preferences is an important piece of an organizations outbound strategy. Companies that communicate with customers in accordance with their requests– including content type, message frequency, and channel choices – are more likely to build a solid and lasting business relationship. Obtaining customer opt-in consent for mobile contact has become a compliance necessity in many places around the globe, and thankfully it is easy to accommodate channel preferences with technology in a simple and straightforward manner.
These three best practices offer a good start toward incorporating mobile in your outbound engagement strategy.
Learn more in our on-demand webinar with Ovum where we go into details on this highly charged market to keep you competitive in this mobile landscape.