Business leaders are changing the way they do business in acknowledgement of mobile technology power in the marketplace. With the large majority of customers conducting consumer research on their mobile devices before they buy, it is clear that businesses must consider the huge role that mobile devices currently enjoy in the buying process. Since prospective customers have their mobile devices on them most of the time, the opportunity to communicate with consumers more often is a factor that can’t be ignored.
Optimize Your Website and Messages for Mobile Screens
According to the article, The Impact of Mobile on the Customer Experience Journey, Cyngus Technologies reports that 48 percent of businesses claim customers are buying from mobile devices. This perceptible shift from desktop computers to mobile devices requires that companies accommodate this consumer preference.
Since mobile devices are currently the “gorilla in the room,” any business owner of a mobile app developer company is in high demand as businesses spend R&D capital to develop corporate apps that consumers like and will use for purchasing purposes. If you look at the average smartphone user’s phone, you are sure to find many company apps where coupons and other deals can be found.
Mobile Phone Optimization
Savvy companies recognize an improved opportunity to communicate with customers more frequently on their mobile device. That’s the good news for businesses who have invested time and money into reaching out via slick mobile apps and with websites that load quickly and perform well on mobile devices.
One of the challenges that companies must address is making sure that that their websites are optimized on mobile devices and all other screens. Corporate websites can look great on a desktop computer, but then may look terrible on a mobile screen. Slow loading times for large pictures and other problems are common if the sites aren’t professionally optimized for mobile devices.
The customer experience must be the first priority for every business owner or marketing team. One factor that marketing executives must understand is how intolerant customers are of problems related to a poorly performing website while on their phone. In the article, The Impact of Mobile on the Customer Experience journey, Cyngus Technologies reports IBM survey findings that claim 16 percent of respondents said they would go to a competitor to buy if the website was inferior. Interestingly, 13 percent of respondents in that same study said they would dump the transaction if it was a bad mobile experience.
Improved Customer Support and Engagement
A big part of improving customer engagement is by reaching out via mobile devices with fast answers for customers when they need them. Responsiveness must be fast in the digital marketplace, where customer patience is at an all time low. According to Glance Networks article, How Mobile Can Boost Customer Experience, 63 percent of consumers use their mobile device to communicate with customer support representatives. Research published by Software Advice shows that the majority of millennials favor live chat over other customer service options. Using social media, texting and live chat to reach out to customers via mobile devices is certain to boost engagement and speed up responsiveness.
In spite of increased security concerns inherent in increased use of mobile devices, the future of marketing relies heavily on communication with customers and prospects on mobile devices. Increasing use of mobile devices, means that this trend will continue to fuel the development of systems and apps that operate efficiently on mobile devices. Companies that continue to shift their marketing and customer service practices to mobile interaction will beat out the competition who ignores mobile trends.