The holiday season of 2014 illustrated the degree to which consumers have adopted mobile devices as their preferred channel for shopping and commerce. Major retailers Amazon and Target both reported that 60% of all holiday shopping traffic was through mobile devices, according to industry publication Mobile Commerce Daily. At the same time, Apple reported that in the 3 months ending 2014, new iPhones were sold at a rate equivalent to roughly 9 of them ending up in consumers’ hands every second of the quarter.
Mobile No Longer an Option
Companies large and small simply cannot ignore any longer the fact that mobile interactions – and ultimately mobile customer experiences – are critical to the ongoing relationships cultivated with customers. In working with Sheryl Kingstone of 451 Research / Yankee Group last year, she pointed out three (3) game changers that all companies should be aware of and factor into their 2015 plans for upgrades to marketing, sales and service – and contact center modernization.
First of all, as the holiday season statistics bear out, consumers have shown their preference for mobile, and demand that retailers and service organizations support this channel. In its survey of U.S. consumers in 2014, 451 Research found a marked decline in the use of home phones, email and other channels in favor of mobile device and social media interactions. As a result, many companies now struggle to differentiate their consumer acquisition campaigns and mobile customer experience when traditional mechanisms no longer have the same appeal as in the past. Rather than competing on price or features, the better competitive road is to compete on service, improving the quality of customer relationships through personalized attention.
So great is the immersion of mobile into today’s customer experience and preferences, that Kingstone also points out the need for companies to embrace it across the customer journey. New mobile marketing campaigns to acquire customers and build loyalty are being rolled out by successful retailers and service organizations every day. Reaching customers with relevant opportunities to engage them where they’re present – not only physically, but also within a mobile app – requires personalized interactions that reflect preferences and offer immediate value. The best foundation for success, according to 451 Research, rewards users by tying rich customer profiles to actual transactions. Adding proactive engagement, to prompt specific actions or keep customers informed, both anticipates customer needs and builds loyalty, showing that you care and know how to nurture the relationship with customers.
Finally, Kingstone points out how location-based initiatives create the foundation for greater personalization. Nothing is more relevant to a customer than delivering information or opportunities based on where they are, rather than trying to communicate while unconnected to their current customer journey. Utilizing beacons for proximity and providing geo-fenced offers or notifications help turn mobile location into real-time context that builds better links with customers based on what they need now.
Genesys provides a suite of mobile care and proactive engagement technologies to deliver personalized sales, service and support assistance, delivered to the channel now preferred by more customers than ever before – mobile.
You can read more about Sheryl Kingstone’s take on mobile customer experience and the three game changers she presents, in her Executive Brief, titled The 3 Game Changers of Mobile Customer Experience. Get it here!