Don’t Lose Your Customers With Poor Mobile Customer Service
Customers want the best deals and do not have second thoughts about switching to new companies to get what they want. They’re even quicker to switch if given a poor experience or by being frustrated with customer support. In a global survey conducted by Accenture, over 91% of respondents expressed frustration with mobile customer support. The study illustrated many expectations that customers have for their mobile experience:
- 56% expect more options for obtaining service and support by phone, online and at store locations via mobile devices.
- 50% find it frustrating having a company’s online channels for customer service and support not be optimized for mobile phones or tablets.
- 47% during the actual buying phase find it frustrating not being able to access the information, make purchase or make payment using a mobile device at the time and place they want.
- 45% would have been prevented from switching companies if they offered them better service and support via mobile device.
- 38% of consumers globally who use online sources to learn about the company’s products and services, access the sites at least half of the time through their mobile device.
There is ample opportunity here for the companies that devote resources to providing support optimized for mobile devices to capitalize on customers looking for a positive mobile experience. Acquiring more customers seems to be a common theme for companies, especially during the holidays, but I advocate for focusing on your current customers.
Newly acquired holiday shoppers spend 15%-50% less than repeat customers and are worth less overall to your company. It doesn’t make a lot of sense to spend the majority of your budget on acquiring customers when they spend less and are more prone to leaving. Instead, focus on improving your mobile experience with a heavy focus on mobile support. Word gets out when companies take their customer support seriously. Take a look at Amazon, Zappos, or Nordstrom and you can see how great support can affect a customer base. And if you’re still caught up on acquiring new customers, creating an amazing service or product that people talk about is one of the best acquisition strategies there is. Make your current customers happy and news ones will come.
Being Mobile During the Holiday Season
Customer service and support is clearly important to mobile customers and unhappy customers have no second thoughts about moving on. This should be thought of an opportunity for companies, not a problem. Providing an amazing mobile customer experience is not difficult and it doesn’t need a creative mastermind to come up with something new. Here are a couple of suggestions on how to provide mobile customer support that will retain your customers:
- Be available for your customers wherever they are. This is a staple of customer support and it’s surprising how many companies simply don’t have an in-app solution for communicating with their customers. It should be a priority to make it incredibly easy for your customers to reach you, wherever they are. This is one of the most apparent problems with mobile support, or lack there of inside an app.
- A human response. Customers want to feel taken care of. A response from a Justin or Katie is a better experience than “the team” or a “noreply” address. We strive for personalization and having a person who is there just for you generates a stronger feeling that the company is working to make your experience positive.
- Be honest and communicative. A problem with many customer support approaches is the lack of setting expectations for customers. It’s essential to let customers know it may take a week to solve the problem, and not that a fix is coming soon. Be forthcoming about mistakes instead of covering them up. If something will not or can not be changed take the time to explain why. This goes a long way to creating trust with your customers.
There are many other suggestions for giving awesome customer service that you can apply to your mobile support. With the holiday season looming, great support could be the advantage you need over your competitors. Of course, creating an overall positive experience for customers starts with creating a great mobile product. If you’re interested in other ways to make your app more successful, I wrote a post with simple mobile app success tips to employ to make your app a better experience for the holidays and year round.
This year, holiday shoppers are 50%-150% more likely to make purchases from mobile devices. The mobile experience is fast, easy, and comfortable and when there is a problem consumers are looking for timely support. There is still a lack of support for mobile, but customers DO realize and appreciate when companies make an effort to provide helpful assistance.
The current frustration in the mobile market is leaving opportunities for any company up to the challenge of being thoughtful about how they communicate with their customers. There is still time before the holiday rush to add a mobile solution that can help retain your repeat customers. If the holiday season is important (or even if it’s not), take the time to make the customer experience as flawless as possible, even when problems arise.
Have you made an changes to your mobile app to anticipate the holiday rush? Any suggestions to fellow readers on how to succeed during the holidays? Please share in the comments below.