Get to Know Your Mobile Customer | Business 2 Community

Regardless of the way a customer engages with a company, it?s critical for businesses to know their customers and understand their wants and needs. Understanding how the customer perceives its interactions with a business gives companies valuable insight in order to deliver the ultimate customer experience (CX).

Whether the interaction is traditional, such as speaking with customer service over the phone, or through the company?s mobile application, it?s important to keep the quality of customer service consistent. As organizations map out how to weave mobile into their CX strategy, customer care leaders need to create a clear picture of who their customers are and what they think their expectations will be in order to build a well-rounded mobile strategy. It?s one thing to spend the money and create a mobile application with customer service features, but businesses need to go beyond that and build a mobile strategy that will meet and even exceed the customers? needs.

Businesses must face the fact that mobile web traffic is on the rise, with a 69 percent increase in North America since 2010 according to Pingdom. Customer care teams should examine how their customers usually interact with their business throughout the entire lifecycle ? and what characteristics are specific to the mobile customer. Here are six quick questions that can help businesses understand the mobile CX from the customers? perspective:

1. Are there core questions mobile customers usually ask?
2. Are there certain services, products or content that are accessed more than others via mobile devices?
3. What are the usual customer issues that can be solved through automation?
4. What issues consistently require a customer service representative?
5. Do customers need support at the beginning or a few months after purchasing the company?s product / service?
6. Is there a certain stage of the customer lifecycle when more support is usually needed?

Businesses should take the time to answer these questions as they plan their mobile strategies to create a?personalized connection?between the business and customer and also to ensure the final mobile solution leads to a successful CX.

Fast Company recently published an excerpt from the book, ?Who Do You Want Your Customers To Become?? and author, Michael Schrage says, ?Like economic Charles Darwins, successful innovators strive to observe and understand how their customers evolve.? Companies that understand their customers get real, actionable insights about their customers which sets them aside from the competition. Businesses can?leverage analytics and examine past customer data?to identify key trends and behaviors. This 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, companies can better allocate resources and incorporate the appropriate features to ensure each customer has an ideal traditional and 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 focus research and development to improve mobile features for future releases. This brings them closer to achieving a complete mobile CX strategy that ends in a positive memorable experience that truly puts the customer first.

Source: http://www.business2community.com/customer-experience/get-to-know-your-mobile-customer-0279926

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