Mobile phones are ubiquitous. Carrying a mobile phone in 2018 is much like carrying a wallet in 1950 – everyone has one. More than 1.5 billion smartphones were sold last year, and if laid end-to-end would circle the globe five times. Lightweight smartphones – about 250 grams (8 ounces) – are more powerful than the Apollo 11 Lunar module and operate like mini satellites. Consumers touch their phones more than 2600 times…every day.
Since smartphones have become part of daily life, the internet has become mobile. Almost 80% of U.S. consumers are using smartphones, and they expect to be able to readily access the web for a variety of purposes.
- A 2017 review of the digital landscape showed that 93% of internet users are mobile.
- Mobile holds 52% of the worldwide digital market share, with PCs at 44% and tablets at 4%.
- Last year (2017) saw mobile searches outpace PC inquires by 27.8 billion, a gap of about +25%.
Organizations recognizing this shift to mobile have invested time and money creating friendly pre-purchase content and delivering frictionless purchase experiences.
BUT, mobile is also important post-purchase and many brands fail to meet expectations.
- A recent survey of U.S. adults showed 63 percent used mobile to connect with customer support.
- And 90 percent rated their experience ‘poor.’
Ignoring mobile in the post-purchase space increases the risk of losing customers.
- About 6 out of 10 customers acknowledge that they are unlikely to continue doing business with a company delivering poor customer service.
Reasons for Putting Mobile First in your CX Strategy
Although smartphones have only been available for about 10 years, they were quickly adopted as soon as they hit the market. Today, they are not just ‘relevant’ and ‘valuable’ but are indispensable for many users. Smartphones act as our alarm clock, calendar, calculator, watch, GPS, radio, television, camera, library, shopping mall and computer – and occasionally, a telephone. For some, the smartphone is a digital ‘brain.’ Need to know something? Just ‘Google it.’
Within the context of the post-purchase experience, mobile provides several key benefits.
Mobile Is Ideal for Facilitating Self-Service
The majority of U.S. customer service centers now offer multichannel support, and revenues associated with non-voice channels have almost doubled in the past 5 years as more customers switch to options like ‘chat’ for easy, responsive, on-the-go support.
The growth in non-voice support has been driven in part by millennials, an age group now representing three quarters of the U.S. population. The millennial customer prefers to solve customer service issues independently. Mobile enables them to communicate with you using a forum they like, and importantly, the one-on-one connection gives you the opportunity to personalize interactions.
Mobile Enhances Accessibility for Customers Post-Purchase
Customers don’t think about omni-channels; they are seeking quick and efficient solutions to their problems. The growth of capability and scope of mobile devices has created platform flexibility that outperforms personal computers, enabling you to easily engage with your customers.
Mobile also provides access to videos, now used by 1 in 2 customers to get instructions, resolve problems, and watch reviews.
Mobile Opens Analytical Opportunities to Deliver Responsive Customer Service
Moving away from the sometimes problematic-to-download PDF manual to easily accessible web-based content through mobile allows you to provide better service to your customers. A focus on mobile for your UX and CX strategies also gives you greater insight into how customers interact with your content and where pain points exist. Analysis of these interactions can lead to better service and greater loyalty.
- A recent survey revealed that 78% of customers like it when organizations notice they have been having difficulty with a website. An equal number state that they are more loyal to companies who are proactive about making interactions easier.
Customers are looking for service and support on mobile devices and their future purchase intent is affected by your ability to deliver a quality mobile CX.
Is your post-purchase CX strategy focused on mobile experience? If it’s not delivering the results your customers want and your bottom line needs, talk to the team at Informedy.