Mobile Customer Service trends
The growth of the mobile device market is doubtlessly impacting the whole world. Smartphone has already been purchased more frequently than PCs. Some agencies predict that by 2017, 87 percent of the worldwide smart connected device market will be tablets and smartphones, with PCs (both desktop and laptop) being just 13 percent. The number of smartphone users worldwide will surpass 2 billion in 2016, according to new figures from eMarketer, representing over a quarter of the global population. That number is expected to grow to more than 2.56 billion people, or a third of the world’s population, in 2018 – by which time smartphones will finally have overtaken feature phones in the telecommunications world.
A few years ago firms had their apps because it was a cool and trendy feature to have. Nowadays, they need it in order to get closer to the consumer and to make their service more accessible. Goals that may be achieved with mobile phones seem to be limitless – and yet not all companies prioritize mobile customer service and mobile customer experience. Their approach needs to be fixed due to:
People are getting mobile-dependent
According to 2014 survey of U.S. consumers, mobile connectivity is so critical, that smartphone falls below only the Internet and personal hygiene when ranked by importance to people’s daily lives. Ninety-one percent say their mobile phone is very important, just as important as their car (91 percent) and deodorant (91 percent); and significantly more important than television (76 percent) and coffee (60 percent).
The report also found that the youngest millennials ages 18-24 are most likely to view their mobile phones as very important (96 percent) — more so than deodorant (90 percent) and even their toothbrush (93 percent).
There is no need to comment these results – they speak for themselves. Mobile phone js an essential part of people’s daily lives and the trend is ongoing – the later the person was born, the more attached to mobile device is.
Companies start to understand the mechanisms ruling the market.
According to a survey by mobile marketing automation vendor FollowAnalytics, 38 percent of the survey’s 451 respondents (medium and large companies) said that their primarily purpose in creating an app was improving customer service.
Customer service boost is #1 priority for companies launching their apps. It’s refreshing approach to focus on customer experience instead of pure revenue. Mobile presence is almost obligatory for today’s enterprises and customers almost require it as a necessity. Easy access to well-suited services may be a key factor for many. Bank without mobile app doesn’t meet contemporary customer’s needs and lack of it may be a deal-breaker resulting in changing the bank. On the other hand, launching a mobile app for food delivery company may be a breakthrough – potential customer may find this utility as the most important in the whole ordering process. Satisfied client is likely to advertise that company and (often overlooked) feature may be a huge boost to firm development. However, always bear in mind that mobile presence must have a purpose and enrich customer’s experience. Some companies fails to do that – for example, there is an insurance company that provides an application for reporting car accidents. The whole idea to ease a reporting process is fine – but think about it. How many times would an average person use such an app? Once or twice in a lifetime. I believe it’s far too little and the effort taken by both sides(customer must learn how to use an app and company must spend money to develop it) is irrelevant.
In general, introducing thought-through mobile app is profitable for both customer and company. The former one gets better customer service while the latter gets access to the vast amount of data. It’s so important, according to the study, that almost 75% of companies are allocating between a quarter and a half of their entire marketing budget to mobile app marketing initiatives. Don’t hesitate – a competition for customer’s attention has just been taken to the next level.