With many organisations failing to implement successful mobile strategies, apps aren’t the only thing firms should consider, according to Johan Jacobs.
During his talk at the Gartner Customer Strategies and Technology Summit, the analyst firm's research director highlighted the recent study into mobile device sales, which surpassed sales of PCs and laptops for the first time last year. But with the rush to incorporate these devices into their customer service operations, organisations are easily making mistakes.
He explained that the big drive may be to create mobile apps but they may not necessarily be the right strategy for your customers: “Are you doing it just because others have done or can you really add value?”
Building on his recent research, 10 mistakes that lead to mobile customer service failure, Jacobs explained the biggest challenge organisations face when creating apps is caused by the multiple platforms on which they must be developed. “Select technology depending on your audience,” he explained. “To understand which operating system is appropriate, organisations must pool their customers to identify the common device.”
Monitor you customers app usage when deciding on a mobile strategy, he added. Rather than monitoring adoption figures, instead look at continued use.
“But apps aren’t everything,” said the analyst. “Don’t ignore basic mobile channels such as SMS within your strategy.” The cost of sending an SMS averages at $0.0001, compared to $27 for the cost of a phone call, and embedding a personalised link within the SMS can allow customers to check the status of their complaints easily.
In terms of mobile web, having your website accessible through a browser doesn’t necessarily mean it’s mobile ready. A successful mobile web strategy will see minimal content and the removal of graphic-heavy content, he explained.
“Ensure customers have a great customer experience. Unless you can create a compelling customer experience, your customers will leave you,” Jacobs concluded.