Ever wonder why everyone lines up for the ATM at the bank when the teller line is empty? Despite the common conception that valued customer service lies in real human interactions, the truth is customers don’t really want to talk to you. Customers want self-service. Whether it’s at the ATM or on online help documents, customers are continually seeking out self-service channels and now they want them instantly.
Deemed the year of mobility, 2015 reveals mobile technology and customer behavior trends that will affect everyone – big and small. 87% of the entire world population uses a mobile device, 82% use mobile devices to influence purchase decisions while they’re shopping, and mobile traffic accounts for 30% of all internet activity (49 Mobile Search Stats for 2015).
These days, your business’s customer experience is likely, at one point or another, squeezed into the small screens of smartphones and compressed by ever narrowing attention spans. If you don’t fit, they don’t bite.
Not only is it a necessity for companies to implement mobile solutions like mobile-optimized sites or mobile apps, another huge necessity is fine-tuning the experience to fit the specific needs of the mobile customer journey. What are your customers’ mobile-moments? How can you optimize their experience to leverage these moments? Constantly chasing every step of the customer journey is simply not a viable solution for most businesses. But it’s still important to perform some customer journey mapping to identify the key touch points and how these points of contact can be enhanced with simple solutions like a mobile-friendly customer cloud portal.
Mobile Customer Journey
Research & Discovery
The sad part is, a lousy mobile customer experience might be the best case scenario for your not mobile-friendly website. As of April 21st 2015, Google’s latest algorithm change elevated mobile-optimized sites over not mobile-optimized sites for searches made on mobile devices. With the discovery of many businesses today almost entirely a digital process, the event was understandably described as the Mobilegeddon. Now your customers might not even get the chance to deem your site lousy because it likely won’t even appear in their search results.
A mobile-friendly portal optimizes several aspects of the discovery stage. Firstly, it gives you a chance. By being mobile-friendly, you improve your site’s search engine optimization and enable your site to appear in the potential customer’s search results. Secondly, you will build a favorable impression of your brand by giving your customer the seamless mobile experience they’ve come to expect.
Moment of Need
The mobile age has opened up a new and unique opportunity for businesses. Companies can now almost immediately respond to their customer’s real-time moment of need – an ability marketers have long fantasized about. This extends beyond the customer’s discovery of a product or service. A mobile-optimized portal can facilitate post-sales support and engagement. As your customers encounter real-time problems and questions with your product, they will have the self-service access to your support documents or knowledge base articles anytime and anywhere.
Learning from Your Customer’s Experience
After paving this journey for your customers, use their feedback and portal analytics to learn more about their mobile customer experience. What pages, documents or knowledge bases are they actually accessing or searching for on their mobile devices? How are they using the information, resources and tools you are providing? Collect all this data, share it with your employees and learn from it. The benefit of a cloud portal is that it can also integrate with the other end of the journey – your employees’ experience. Take customer data directly from the portal, create reports and dashboards, share it with employees and streamline their collaboration process.
The Mobilegeddon is daunting at first but if leveraged with the proper portal solution, your company can reap many benefits from the mobile customer journey. With new opportunities to get closer to your customer’s micro-moments, you will be able to engage with them at higher heights and increase brand loyalty.