As mobile devices quickly become the first point of contact with consumers, expectations for an optimal user experience are increasing dramatically. However, according to a recent study, “Reducing Customer Struggle 2013,” while executives understand how critical mobile is, most lack a strong understanding of how to deliver a high quality experience.
Organizations must re-imagine the user experience and adopt strategies that, simply stated, put mobile first. Don’t start with the desktop experience and try to adapt it.
The average width of the human finger now drives user interactions and the experience. Visual overload is a common problem. At the most basic level a customer wants to search for something and then complete a transaction. If the search function is not easy to find and use, the experience is seriously flawed.
In the early days of the web a common maxim was that if a consumer couldn’t find an item in two clicks you were likely to lose them. This is even more applicable in mobile. Simple is now the most desirable outcome.
Executives and marketers alike should also take a “mobile in” view of the enterprise. Optimizing customer interactions begins with reinventing existing business design and interconnecting enterprise business processes to emphasize mobile touch points.
When considered holistically a successful mobile value chain not only drives mobile commerce but creates entirely new ways to engage and deliver a perfect customer experience across all of your channels.
Consider a consumer who has a great mobile commerce experience and decides to pick up the item at a store. An employee can use a tablet to communicate with the storeroom to bring up the item. As it makes its way, real time offers for related products and services can be delivered to the consumer’s smartphone. Everything is simple, fast, contextual and very one-to-one. And the same strategies can just as easily be applied to employee and vendor interactions.
Embracing a mobile-first strategy is critical to transforming organizations’ customer experience delivery, business processes and engagement models across industries today. And it provides the flexibility to adapt to new business challenges and embrace emerging opportunities that can increase future revenues.