In our last post, we outlined how businesses can approach defining the mobile customer experience for their organization. However, regardless of how businesses and customer care professionals specify what should comprise the mobile customer experience (CX), the effort will be wasted if the business has yet to define their mobile customer.
As organizations consider how to weave mobile into their CX strategy, customer care leaders need to create a clear picture of who their customers are and what their expectations are in order to build a mobile strategy that will meet and even exceed the customers? needs.
For example, customer care teams should examine how the customer base usually interacts with the business throughout the entire lifecycle ? and what characteristics are specific to the mobile customer. A few questions that can help with this customer analysis are:
- Are there core questions mobile customers usually ask?
- Are there certain services, products or content that are accessed more than others via mobile devices?
- What are the usual customer issues that can be solved through automation?
- What issues consistently require a customer service representative?
- Do customers need support at the beginning or a few months after purchasing the company?s product / service?
- Is there a certain stage of the customer lifecycle when more support is usually needed?
Answering questions like these can both create a personalized connection between the business and customer and also ensure the final mobile solution leads to a successful CX.
Additionally, leveraging analytics and examining past customer data to identify key trends and behaviors can give companies valuable insight into the specific months, weeks or even time of day customers are likely to request support and what that support requires. With this information on hand, businesses can better allocate resources and incorporate the appropriate features to ensure each customer has an ideal mobile experience.
By understanding customer preferences, anticipating their needs and respecting their time with a company?s product or service, businesses are able to better allocate research and development to update features for future releases. This brings them closer to achieving a complete mobile CX strategy that truly puts the customer first.
Next week, we?ll take a look at how to build a customer experience bill of rights, but as always, please let us know if you have any tips on how businesses can understand their mobile customer!
About the Author: Kelly Weinhold is the Product Strategist for Angel. She brings years of product marketing experience and a real understanding of the product lifecycle. In addition, she leverages her expertise in this field to drive product strategy for Angel innovation. Kelly has a degree in International Affairs and Business, and has held several leadership roles in other B2B service organizations supporting the Media, Healthcare, and Consulting industries.
Source: http://blog.angel.com/2012/08/understanding-the-mobile-customer
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