We recently caught up with Bill Loller, VP of Mobile at Tealeaf, an IBM company, to find out why the rise of mobile challenges retailers to approach customer experience management in new ways.
Why should retailers care about mobile?
In the last 12 months we’ve seen a huge shift in the emphasis ebusinesses are putting on the mobile channel. Deloitte has released data that shows five million tablets will be sold to people who already own one in 2012, suggesting the number of devices per household will continue to rise.
Elsewhere, IHS screen digest recently released research predicting that in-app purchases will hit £3.6 billion in 2015, accounting for as much as 64% of mobile app market revenues.
So one thing is clear: if optimising your mobile channel isn’t high on your list of priorities in 2012-13, it really should be. Whether you like it or not, the huge proliferation of mobile devices means that consumers are increasingly interacting with your brand via their smartphone or tablet, as well as via desktops and laptops.
If your site isn’t optimised for these channels and customers have a bad experience, this has a massive impact on how your brand is perceived as a whole.
Time and time again we hear from the companies we work with that customer expectations on mobile devices are higher than ever. Not only do they now expect you to have a perfect mobile specific website and a mobile app, they increasingly expect the experience delivered by both of these to be second to none.
Brands just aren’t getting a second chance when it comes to mobile. It is now a fundamental business issue if that experience does not meet those soaring expectations. That doesn’t just affect your mobile strategy, but your entire approach to digital and offline as well.
Why is mobile customer experience management particularly challenging?
The popularity of mobile internet sneaked up and has taken everyone a bit by surprise. However, no one has any doubt of the potential power of mobile.
Our report shows that more than three-quarters of companies surveyed (77%) plan to increase investment in mobile channels in 2012, reflecting a growing understanding of the importance of mobile engagement as part of the customer experience.
According to our research, around three-quarters (74%) of companies have already developed a mobile-optimised site, with more than half (54%) having implemented an iPhone app and 39% having developed other mobile apps. And when asked to identify the biggest challenge in serving mobile users, screen-sizing was the top response (36%).
However, the growth of mobile still presents major challenges for businesses wanting to understand the impact on customer experience and its role in the overall customer journey. This task is complicated by the fact that engagement on different mobile devices is very different, for example comparing the smartphone and tablet experience.
According to more than half (58%) of companies surveyed, their customers typically research products on mobile devices for later purchase online. Some 43% say their customers purchase products directly using a mobile device and a similar proportion (41%) report that they research products for later purchase offline.
So it is understanding how and why people use mobile devices to interact with brands that will really inform the development of mobile-optimised sites and apps and ultimately your mobile CEM strategy.
How are current Tealeaf customers using Tealeaf CX mobile?
Most companies recognise that, in this fast moving mobile world, the importance of a good customer experience is more critical than ever. They have recognised that they need the same level of insight across their websites as well as new mobile sites and apps.
Our product – CX Mobile – allows companies to see their mobile sites and apps through the eyes of their customers. It provides the necessary context to ensure mobile sites and apps are useful, engaging and functioning properly.
With Tealeaf CX Mobile, companies have the ability to document evidence of customer struggles on mobile devices and to quantify the business impact of customer challenges.
They can also conduct sophisticated analysis of customer behaviour across all digital channels to ensure customers receive the best possible experience no matter which device they use.
Bill references recent research from Tealeaf’s ‘Reducing Customer Struggle‘ report completed in partnership with Econsultancy.
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