Mobile Moments: Customer Experience Management in the C-Suite
The topic of customer experience management continues to come up in the C-suite, largely because mobile is driving the conversation forward. With mobile, every consumer has a voice. Whether it’s Twitter, Facebook, the App Store, Webo, or WeChat, mobile provides consumers with a platform on a broad scale, and it’s accelerating like nothing we’ve ever seen before.
In the fourth edition of our Mobile Moments series, Robi Ganguly discusses how consumers’ mobile voices have moved into the C-suite across companies big and small, and how companies are approaching the feedback they’re receiving.
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Rather read than listen? See below for the full video transcription.
Hello, and welcome to Mobile Moments with Apptentive. I’m Robi Ganguly, co-founder and CEO of Apptentive, which is the easiest way for enterprises to communicate with their mobile customers inside their apps. Why is everybody talking about customer experience management? C-suites everywhere. Customer experience, customer experience, customer experience. How are our customers experiencing our product? What’s our NPS score? I’m hearing this everywhere. Are you?
Over and over in 2015, the topic of customer experience management has come up. And I think that the real reason is that mobile is driving the conversation forward. Because with mobile, every consumer has a voice. Whether it’s Twitter or Facebook or the App Store or Webo or WeChat, consumers have these devices that are connected to the internet that give them a voice, really broadly, and it’s accelerating like nothing we’ve ever seen before.
And so finally, the C-suite is waking up to the fact that these vocal customers can mean big profits or huge losses to their business, that the customer can’t be ignored anymore because they’re definitely being heard by all of the other customers. And I think what’s really interesting about this is that the general initial reaction to most of this activity in the C-suite is, “How do we mitigate it? How do we tamp it down? How do we diminish our risk?”
But the companies that are really winning, the ones that really believe that customer experience management matters, and it’s time to invest and get in front as opposed to be behind, those companies are saying, “Wow! Mobile is this listening point I’ve never had before. I have a device in their pocket I’m installed on and I can use it to talk to them. Wow! I can get out in front and I can talk to millions of people that I didn’t use to be able to talk to. And I can understand their experience by talking to them, listening to them, asking questions, connecting.
And I can actually determine their experience because now I’m present and I’m communicative and I care. And I can demonstrate that I care to everybody. And not just with boilerplate language, but with communication that feels personal and it happens at the right time. When somebody completes a checkout in my app, I can say, ‘Thank you. That was awesome. That was your first purchase. High five.’ Just that much. I can do that, and it will augment the experience of the customer.”
So, customer experience management is showing up more and more reactively in the C-suite because people are afraid or worried or concerned, and they need to get their heads around what to do. But the best place where it’s showing up is when it’s proactive and the companies are saying, “Mobile gives me tools I didn’t have before. Mobile gives me the opportunity to augment my customer experience in a way that I’ve never had before, and that will drive my business forward.”
So really, if you’re trying to think about customer experience management, if you’re having these conversations, if that’s a top priority for your organization, look at mobile and say, “What can I do to increase my connection with customers? What can I do to proactively engage with them, augment their experience, make it better? And turn this into a place where I’m not scared, but I’m excited because now I have tens of millions of people to communicate with as opposed to hundreds of thousands before mobile existed.” Thanks.