Customer-Compliant-WomanMobile application adoption and usage by customers is increasing rapidly across the globe with more and more customers using it as their primary method for self-service.

In fact, RackSpace recently published an info-graphic titled, The Evolution of Mobile Commerce, which emphasizes the continuing growth of mobile as a self-service channel. The info-graphic highlights the fact that there are 10 billion mobile-connected devices in use today around the world with mobile commerce sales expected to top an astounding $109 billion in 2017.

The reasons for this increasing consumer push to mobile are convenience of access and ease of use, both making it easier for customers to interact with organizations. While this has led to big improvements in customer experience, how successful has it really been from a business improvement perspective? At the same time, does it go far enough in making it easier for customers to do business with you?

Reduction in Assisted Service Interactions

From a business perspective, mobile applications have effectively shifted transactions from other self service channels, such as on-line and phone-based self-service, which has been beneficial for both companies and customers. Customers are not doing more to self-serve, but they have moved to a more convenient channel to do it.

The reality is that customers still need live support from time to time, and this is where they are currently being let down due to the lack of basic omnichannel capabilities in place by most organisations today. The problem is that both customer and organizational effort go up when a customer needs assistance beyond what the mobile app is capable of providing.

Why? Because for most organizations there is no effective mechanism to leverage the customer identity, authenticated status and context from one channel to the next.  The customer and the company have to go through the process of identifying who the customer is and what they need all over again. And it’s the agent on the front lines that have to deal with the frustrated customers that are forced to go through this process.

Stop Asking Your Customers the Same Questions – Get the Basics Right First!

Too often we see organisations stagnating on omnichannel customer experience initiatives due to the perceived complexity involved, as well as the lack of cross-departmental collaboration.  By focusing on one of the greatest areas of customer dissatisfaction – having to repeat information – the first steps on your omnichannel journey become more clear. Take a look at the tips below for help:

  1. Start with the customer’s identity – simply being able to pass the customer’s details and authenticated status from your mobile app to your contact center agent will save both the customer and your staff time, while allowing for a more tailored and personal interaction.
  2. Add digital channel capabilities – Chat and Call Back allow the customers more choice and flexibility when they need live support and make great complements to a sound self-service strategy.

These two actions should not be too difficult to execute, providing there is a real will to change the customer experience for the better.  The upside is that while making life easier for your customers, your business will be also be able to reduce costs and your agents will be happier.

Through leveraging contextual information, agents can accelerate the delivery of information, shorten conversations, and drive cost savings of up to 20%.  The result is less time spent by your customers and your people, improving both the customer experience and your bottom line.

Taking the Next Step

When the basics have been established, there is significant opportunity to leverage contextual information and other customer data to further enrich the customer experience.  Once the customer’s identity has been provided and made available across channels, the ability to leverage data to drive business outcomes becomes a much more attainable proposition, empowering your agents to deliver more personalized interactions that are in line with the current customer journey.

While many organizations focus their efforts on making self service completely online, they often lack the ability to see where this process breaks down, and how customers shift channels to complete what they are trying to do.  Having this contextual information becomes a key indicator to allow continuous improvements to your self-service experience.

All in all, the benefits of more effectively managing mobile interactions are massive and its importance within the overall omnichannel customer experience must not be ignored. Take a look at some current Genesys customer success stories to see what you can achieve:

If you want to learn more and see how Genesys can help you manage mobile interactions and other digital channels, check out the Genesys Customer Experience Platform.


Matt Surridge

Matt Surridge

Based in Hong Kong, Matt Surridge is currently Strategic Director,Digital Channels & Customer Experience for APAC at Genesys. With more than 20 years of experience in the contact centre and software industries, Matt has held variety of roles, ranging from...