Lauren Kindzierski, Vice President of Solutions & Capabilities at HGS
HGS recently released a white paper on this year’s top 10 trends in customer service. Over the next few months, we’ll dedicate a blog to each of these CX game changers. Here we dissect CX Trend No.6: Mobile Convergence, highlighting strategies designed toward a more frictionless CX to ultimately drive a higher CSAT and NPS score for your business.
What is mobile convergence? By the end of 2016, the number of smartphone users reached 2.1 billion globally. According to a Hailo Survey of the top uses for mobile devices, consumers use digital messaging more than they use the actual “phone” feature on their smartphone. Per the survey, after messaging, the next highest-ranking use of mobile is internet search, followed by engaging on social networking sites. It’s no wonder that mobile on-the-go strategies are top on the list for many customer service professionals. As a result, more customer service teams are beginning to provide text message customer service and mobile messaging via Facebook Messenger, and that help guides customers to the right answer fast. Recent Conversocial research, for example, found that answering a social media complaint increases customer advocacy by 25%.
Today’s on-the-go customers opt for channels that are convenient and can give them the right answer fast. These customers expect to be provided with the right solutions faster than ever before. In fact, response time is at the heart of optimized CX. Research by Forrester reveals that, according to 73% of customers, valuing their time is the most important thing a company can do to provide them with good online customer service.
Mobile Experience Is Everything
As the foundation of optimized CX delivery, mobile strategies rank high on the agenda. Here are three noteworthy trends that showcase the prominence of mobile convergence:
- According to WOW Marketing, 84% of customer-centric companies focus on the mobile experience.
- By 2017 mobile search will generate 27.8 billion more queries than desktop search, according to BIA/Kelsey.
- Just last year, for the first time in history, more internet users accessed the web from mobile devices like smartphones and tablets than from desktops or notebooks. Per StatCounter, in October 2016, 51.3% of all web visits originated from mobile devices, compared to 48.7% of visits from traditional computing platforms.
So, is it time to reassess your mobile convergence strategy? The question answers itself: The importance of the mobile experience can’t be denied. As a result, today’s smart businesses are investing in the solutions infrastructure that goes with it—like a strong and affiliated messaging solution strategy, supported by text, chat, social media, and cloud.