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Mobile technology is the future of customer experience, say big brands

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5th Jun 2012
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Sony, eBay and O2 are just some of the world’s biggest brands citing mobile as the future of customer experience, according to new research.

Rapide's survey of over 350 brands and customer experience experts – which included BT, Groupon and Thornton’s – found that 86% of respondents believe mobile communications will be vital to any customer experience innovation of the future. Additionally, 37% cited mobile as the number one technology to shape the future of customer experience, said the report.

Michael Moaz, VP at Gartner, commented: “The mobile channel is emerging as the consumer’s primary choice for all possible service activity with service providers.”

Ash Mahmud, head of CRM at Groupon, said: “Delivering a superior customer experience will be achieved by offering quality content on a platform that can be seamlessly integrated in to other technology and systems – mobile is the obvious answer.”

The survey also highlighted a number of other technologies that brands believe will be important to customer experience, with 22% of respondents recognising predictive customer analysis, 16% looking towards on-demand services and 10% choosing augmented reality.

Surprisingly, 84% of respondents said they don’t believe social media will play a significant part in shaping customer engagement in the next 10 years, the survey showed. 

Nigel Shanahan, MD at Rapide, added: “We live in an era when the customer is king, and customer experience is the hot topic on everyone’s lips. It’s all about the voice of the customer and giving consumers the opportunity to easily feedback at their moments of truth, when they are really connected with a brand and willing to share their experiences."

Rapide also released an infographic to highlight the key findings from the report. 

(Click on the image to enlarge)

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