With nearly 1.4 billion smart phone users worldwide, and 140 million of them within the United States, mobile technology has transformed the way consumers interact with brands and consume various products and services. Consumers also have increasing expectations for speed, efficiency, and more contextual and personalized interactions on their mobile devices.
However, there is a growing disconnect between consumer expectations and their needs on how , when and where they want to consume information and the level of sophistication a corporate mobile application is able to provide.
Why Organizations are Falling Short of Expectations
Many strongly believe that mobile will become the leading and most ubiquitous channel for driving the core customer experience. However, organizations are failing to keep pace and continue to deliver a sub-optimal mobile user experience. Some common reasons why:
- Many are not taking a “mobile-first” approach. In their scramble to enter the mobile application market, they “retrofit” a PC or retail point-of-sale experience on a device rather than thinking and designing with the end mobile consumer in mind.
- Many are not taking a data-driven approach to collect, analyze and develop insights into how consumers engage and use services differently on mobile devices versus more traditional platforms.
- Many are failing to use mobile as a means to reinforce offers in harmony with other channels, such as direct mail and email. Companies have added mobile offerings without the diligence of thinking through a mobile strategy and it’s connection to other channel interactions a consumer may have.
- Many are thinking too narrowly about mobile and see it as a one-way communication vehicle, overlooking the value of empowering consumers to provide feedback, request information, or indicate their immediate “needs” or interests.
Mobile: Forging the Omni-channel Experience
With the convergence of mobile, social, and location-based services, mobile has been a key catalyst in driving an omni-channel experience. Consumers demand an “anytime, anywhere” experience with timely, contextual, location-intelligent services and interactions that are consistent and seamless across products, channels, and devices.
The ability to collect and synthesize digital and mobile behavioral data (micro-level interactions) provides deeper and more actionable insights than demographic data or propensity driven targeting (macro-level).
Ultimately, defining an effective mobile experience is not a linear exercise. Delivering an effective customer experience means creating an omni-channel environment with dynamic tools and capabilities to support continuous and iterative learning about the customer, interaction by interaction.