Customer engagement plays a vital role in today’s business environment. If you cannot engage your customer in the right way, it is likely you’ll lose that customer. Great products and services are of course key, but the surrounding interactions may be equally important. It is like they say, “customers come because of the product, but leave because of the service” – don’t let that happen, but do it wisely. Here’s why and how.
The fact that more online traffic than ever comes from mobile devices is well-known, and this number will continue to increase. This trend together with increasing importance of customer engagement will become success factor for many companies. The Gartner Predicts 2015 report says:”No rallying principle in the enterprise matters more than the creation of superior customer engagement. IT leaders will need to innovate in engaging customers on all channels and have the metrics to choose the right projects.”
Read more on working mobile HERE.
The solution spells: mobile engagement. Now that is not just something you turn on overnight. You need to plan for the whole customer experience, from customer acquisition, to delivery and service/support. Start by asking yourself a few questions:
- Where do you interact with your customers today?
- Where do your customers want to interact?
- In your app?
- On your site from a mobile?
- On social media?
- Old-school like email, phone?
- All of the above?
- Can you meet your customer where they want to be met without making them switch channel? Which is bad for the customer service experience
Depending on your answers, you will need to prioritize your efforts. Your customers will likely use their smartphone more and more. If you are app focused, prioritize that. Make sure you can handle questions and incidents within the app to have control over the whole experience and expose your brand as much as possible. If you got high traffic on your site, make sure it is responsive and suitable for mobile use. Consider FAQ’s, self-service, chat, and user portals where customers can ask questions and interact with your support team.
Gartner Predicts 2015: Weak Mobile Customer Service Is Harming Customer Engagement
Zendesk wrote about this as well: https://www.zendesk.com/resources/gartner-predicts-2015-weak-mobile-customer-service-harming-customer-engagement/
Gartner’s analysis and recommendations, are based on the following strategic planning assumptions:
- “By 2018, 5% of customer service cases will be initiated by Internet-connected devices, up from 0.02% in 2014.” An increase on 2500% in four years.
- “Over 100 of the 500 largest global businesses will introduce video-based chat by 2018 for customer-facing interactions.”
- “By 2017, one-third of all customer service interactions will still require the support of a human intermediary.”
- “By 2018, 75% of social-only customer service agents will be blended into the customer service agent pool.”
- “By 2018, 50% of agent interactions will be influenced by real-time analytics.”
Update: The full report is no longer available for complimentary download. Read more about this and other Gartner research on the Gartner website.
Gartner Predicts 2015: Weak Mobile Customer Service is Harming Customer Engagement, M. Maoz, J. Davies, J. Sussin, O. Huang, B. Manusama, and S. Slaymaker, 11 November 2014.
2014 Gartner, Inc. and/or its affiliates. All rights reserved.