Benchmarking Best Practices for Mobile Customer Experience
There’s no denying it: mobile is a key component to just about every size and type of business today. No matter who your audience is or where they are physically, odds are they’re using their mobile devices multiple hours a day, almost every day of the week. In fact, the mobile channel has become the “first screen” for most users, beyond television or even regular desktop Internet usage.
If you’re not including mobile as part of your ongoing omnichannel customer experience strategy, you’re missing out on a major component that could make the difference between growing your customer base and falling behind. Earlier this year, Astute surveyed enterprise business leaders about the state of mobile customer experience and found three key best practices when embarking on the journey towards building and growing your mobile presence.
If you’re going to make the time and financial investment of developing, deploying, and maintaining a mobile app, make sure you have a strategic rationale to back it up. The mobile app market is continuously growing with no signs of slowing down, but consumers are exercising more caution in deciding which apps to download and use. Branded apps in particular will need to communicate a strong value proposition to motivate your current customers to download and use them, as well as attract new audiences.
If your mobile app is designed to be an extension of your current digital presence, you’ll need to ensure a frictionless experience as users move between channels based on their preferences. Younger consumers might stay strictly on the app, while older users might be more comfortable using the traditional website with the convenience of connecting via mobile app when needed. You should also consider integrating your mobile app with third-party chat and messaging apps – these currently account for more than 90% of all time spent on mobile devices.
One of the biggest challenges organizations face with mobile app development is user retention. According to Quettra, the majority of daily active mobile app users will abandon the app within the first three days. To keep users engaged with the app, follow up with new users via email or messenger to give them tips and tricks, encourage feedback and dialogue with other users and brand representatives, or offer them app-exclusive content like video, live chats, or regular promotions.
Customer loyalty programs are a key opportunity to build and grow a mobile customer base. If regular customers receive incentives and rewards for downloading and using the mobile app, they’ll not only continue using it, they’ll also recommend it to their friends and others who may not have fully gotten onboard yet. Word of mouth still counts as a powerful tool for audience growth, especially since just about everyone has a mobile device in their pocket and wants to talk about the latest features, updates, or experiences they’ve had.
Start with Support
The mobile customer experience may begin with a well-designed and user-friendly app, but it ends with poor customer support. Ensure customer support features are built in to your app, not added on, so users will be able to resolve any issues directly within the app without having to leave the platform to get the information they’re seeking. If a dedicated mobile user is forced to call a support agent directly for assistance, they’ll more than likely just end up deleting the app.
The solution is to include self-service, live agent chat, or some combination of these two in your mobile app development from the start. If the user is able to quickly locate answers on their own, or if they can chat directly with either a bot or a live agent, they’re more likely to not only keep the app on their home screen, but also to come back to it time and time again.
To learn more about how consumers are approaching mobile as a channel, and what that means for customer experience, download the Astute Market Trends Brief: The State of the Mobile Customer Experience. You’ll also find valuable insights on how to create your own holistic mobile strategy and recommendations for bridging the gap between accessibility and convenience on mobile channels.