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Understanding the Modern Mobile Consumer

With mobile mania on the rise, organizations must meet mobile customers’ unique needs head on – or risk lost business.

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Research shows that 72% of consumers have abandoned a mobile experience because contact details were too difficult to find. That’s cause for concern given that more than half of consumers use mobile devices to research products or services before they purchase. Without a clear path to support, mobile customers are likely to leave a website or app for a competing offer.

But there’s an upside: these situations offer companies a prime opportunity to differentiate themselves with a high-quality mobile experience for a competitive edge. Here’s how.

1.     Provide uninterrupted service by allowing consumers to chat while they browse.

Today’s mobile consumers want to complete whatever task they’re working on – enrolling in a benefits program, purchasing an insurance policy, researching a product update – in that moment, on their device of choice. By displaying superimposed chat windows directly on the page, organizations can avoid escalating an issue to a different channel or device – and prevent customer frustration.

2.    Customize communication by targeting visitors wherever they are, based on whatever device they’re using.

When seeking assistance, today’s time-strapped mobile consumers don’t have the time – or inclination – to switch or re-adjust their devices to get the answers they need. Fortunately, the right support solution can automatically recognize the type of device a visitor is using, adjust window size accordingly, auto-detect device size, and determine whether it’s a touchscreen. The result: a clean, fuss-free mobile chat experience.

3.    Set up routing rules specific to visitors chatting from mobile devices.

When consumers have a good mobile experience, 72% report that they are likely to do business again with the same organization. That’s a strong argument for making mobile consumers a priority. Luckily, by setting up routing rules, organizations can cater to mobile consumers’ unique needs and resolve issues faster. Rules may include routing mobile consumers to a specific group of highly skilled agents dedicated to mobile chats, or automatically moving mobile customers to the top of the queue so their needs are met more quickly. Either way, these rules set the bar high for better mobile engagement.

4.    Consolidate customer interactions – including Facebook Messenger – into a single view for full context (and greater understanding) of a mobile conversation.

A staggering 95% of mobile consumers think it is important for their issue to be resolved during the first interaction. But quick resolutions require readily available information. Agents must be able to access the full context of a customer’s history in a single pane of glass. When did an individual last contact the company? Did he or she engage in a mobile chat? Is he or she now communicating via Facebook Messenger about the same, unresolved issue? Consolidating these multiple interactions into a single view lets agents create a more personalized experience with faster resolution time.

As more and more consumers rely on handheld devices to research and purchase products and services, organizations must closely examine how they design their experiences for a growing population of mobile visitors. The good news: the answers are close at hand.

Interested in satisfying on-the-go workers? Click here to find out how to surpass the expectations of your mobile customers.

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