Turning the Tide of Mobile Engagement Dissatisfaction
Recently I participated in a webinar all around the state of mobile engagement and one of the slides I presented prompted an interesting question from the audience.
This data, broken down by vertical, shows how satisfied consumers were with their latest mobile engagement experience this year versus last. The question I received was, quite simply, “why, do you think satisfaction with mobile engagements has declined?”
Seems like a logical question – the problem is that the mobile engagement research from which this data was culled doesn’t provide us a definitive answer. In my opinion, there are really two reasons for this decline.
- #1 Expectations are rising — As mobile quickly becomes the de-facto way we access the internet, our email, Facebook, etc., the level of service expected by consumers is rising steeply. What has taken decades to get phone contact center metrics and measurements right, companies now must achieve for mobile in just a few years.
- #2 Companies don’t treat mobile differently. I mean, really treat it differently. — According to the research noted above 72% of respondents in said that within the past year they’ve abandoned a mobile experience because mobile engagement was too difficult to initiate. 37% – a bit more than a third of worldwide consumers – said they’d abandoned for this reason in the past month. Until businesses recognize that mobile engagement is a discipline in and of itself – and distinct from other types of engagement –consumers will continue to be dissatisfied and in many cases will abandon the brand all together.
Since we can’t change the freight train that is reason #1, let’s focus on #2. Companies absolutely need to treat mobile as a distinct strategic engagement tool. Mobile engagement is something that companies should do purposefully; they should measure it differently, provide specific training for agents on mobile engagements, and employ tools tailored to help their mobile strategies succeed.
If you’ve ever used Groupon, you’ll probably agree with me that they are a great example of a company who is handling mobile engagement really well. Their mobile experience is markedly different than their desktop experience in several ways which shows they actively architect each of them with visitor ‘mobility’ in mind. The mobile site first offers you the opportunity to download their App where they can optimize the experience – but it’s not required. You can simply continue to a dedicated mobile site. Scattered throughout both the app and site are opportunities to connect with a live agent.
Some other tips gleaned from the research include:
- Phone (even the mobile kind) is no Longer King. Consumers have a significant desire to use other forms of engagement options including email, live chat, social and others. And connecting with agents need to be easy. That same study found that “easy to find contact options for support” was by far the #1 way to make mobile experience satisfactory.
- Don’t Forget About Self Help. While being able to connect with a brand is of the utmost importance, most consumers will try to solve their own problem first so for low-touch questions or issues, self-help options like an FAQ or intelligent auto-answer functions great improve their ability to get easy issues resolved quickly.
- It’s Not About Engagement…It’s About the Quality of the Engagement – It’s really not about making sure customers can connect with people, but rather the right people. The customer support rep needs to be trained, knowledgeable, have the right tools at their fingertips and be empowered to solve customer problems.
Ultimately there are a million little things companies can do to ensure that they are satisfying their mobile customers, but the most important practice is simply to make options to connect very apparent, obvious, and welcoming.
Take a look at the full study here.