As businesses map out their mobile strategies and create an experience that is tailored to their customers’ needs they should have a guideline of rules they plan to abide by. Companies can ensure they are creating a mobile customer experience (CX) that compliments their organization and customer base by creating a customer “bill of rights,” or checklist of items they promise to include in their mobile CX strategy.

Each organization’s mobile customer bill of rights should be a natural extension of the business’ existing approach to customer care. Below are a few key details that should be included in every company’s customer bill of rights to help guide all mobile application decision points.

  1. The right to know whether live help is available. With Ovum analysts predicting that more than half of inbound customer service calls will be made from mobile devices by 2016, the customer should be easily connected to a real live customer care representative at any time. Customers hate secrets and digging for simple information, therefore ensure a customer care number is not only visible at each screen on a mobile app, website or any other mobile feature, but that there is also a live representative available at the end of the line at all times.
  2. The right to access core information. While it’s impossible for a mobile application to answer each and every question, it should nonetheless enable the customer to quickly retrieve the information he or she needs. According to Daniel Hong, lead analyst at Ovum, “We expect a dramatic shift in customer engagement as more consumers use mobile apps as their primary gateway to customer service.” It is crucial that that the company is proactively offering information, ideas and solutions to any question or issue upfront.
  3. The right to be remembered – or not. At every instance possible, use all available data about the customer in order to create a personalized and streamlined experience within the mobile application. For example, past search data and location data can lead to a more customized interaction, which can result in the customer returning to the company’s mobile application. That said, with any mobile feature, a customer also has the right to opt-in or opt-out of any mobile feature.
  4. The right to not feel like a rat in a maze. Unfortunately, some companies will create mobile applications that pile on the layers of screens, creating a frustrating maze. Providing a menu or quick links to get back to the mobile application’s home page or to information that is most important to the customer will go a long way and can keep the customer engaged.
  5. The right to a consistent CX. A well-designed mobile application should always feel like a natural extension of all other touch points for a company including its website, point-of-sale, and billing in order to create a consistent experience. Amazon is an example of a company doing it right. The company provides a consistent design and customer experience across all platforms of access which makes users feel comfortable using the app on the web or on their mobile device. Creating a mobile app that complements the existing brand and enables customers to be in complete control of the interactions can result in a positive customer experience and a loyal customer.

Building a mobile CX is the next crucial step in providing 360° customer care in an increasingly mobile dependent world. A strong mobile CX strategy opens up an entirely new channel for businesses to engage their customers, improve customer satisfaction and grow a loyal customer base.

What companies do you think provide a good mobile CX? Let us know in the comments below!