NICE, a customer experience company, has announced the launch of NICE Mobile Reach (MR) solution in a move the company says will redefine customer service experience for mobile devices.

NICE MR enables organisations to help mobile customers choose the best channel for completing their transaction, provides context to other channels when necessary and facilitates multimedia communication between customers and agents.

According to firms, despite the proliferation of smart phones, the devices are essentially a ‘dumb phone’ when communicating with call centres – used only for dialling. NICE MR intends to utilise multimedia collaboration tools, such as text, chat, image exchange and document transfer, for both parties to complete resolution on first contact.

Udi Ziv, president at NICE Enterprise Group, said: “NICE Mobile Reach analyses, in real time, a multitude of data sources from the mobile device and enterprise systems and then recommends for the customer the most suitable channel to continue the interaction when they need assistance.”

“If the customer decides to speak with a contact centre agent, the solution seamlessly connects them with the appropriate representative while bypassing the IVR, and transferring the customer’s intent and context to appear on the agent’s desktop just before the conversation begins, enabling a great, personalised customer experience for the customer while reducing the call handle time of the agent.”