A few months ago I wrote a post on why satisfaction matters. But mobile is a little different story, and I think satisfaction matters just as much, if not more, for mobile.
Mobile, in all its forms and devices (mobile optimized sites, smartphones and tablets with varying screen sizes, and mobile apps for numerous types of operating systems), is here. And it’s here to stay. At the time of this post, mobile trails the web in satisfying customers. This shows that very few companies are delivering fantastic mobile experiences. This shouldn’t be the case for much longer, though. Actually, by the time you finish reading this sentence it could be a completely different scenario. This is how fast things move these days. And this is why it’s more essential now than ever before to measure satisfaction.
The complexity of issues that mobile offers reinforces the fact that behavioral metrics don’t tell you everything you need to know in order to improve the customer experience. While this is an issue across all industries, let’s use retail with the looming holiday season on the horizon, as an example.
Back in the day when someone left your store without purchasing, you simply chalked it up as a loss. Then came the web and it became much more difficult to understand why a person left without buying. Again, behavioral metrics would show it a failure. Was the shopper dissatisfied? Or, were they just looking up prices, or store locations so they can buy later? These are important distinctions when trying to make business decisions.
The same questions have come into play with the introduction of the mobile channel. But mobile is more than just another channel to watch. Mobile has a kind of Dr. Jekyll and Mr. Hyde duality:
- One, it can reinforce your company’s other touch points and bolster your customer’s satisfaction with the company as a whole.
- Two, it can seriously undermine your brand if the mobile interaction is poorly executed. If I’m not satisfied with the mobile experience you are providing, I WILL go somewhere else – because it is extremely easy and convenient for me to do so. Siri can give me directions to your nearest competitor as quick as she did to your store.
One of the things you need to understand is the mobile user’s purpose. Same as in web, mobile customers don’t use their devices to just make purchases. They also use them to research and to look up store locations with the intent to purchase later. And it’s up to the retailer to understand this intent.
Be it armchair commerce – purchasing from the comfort of their own home – or showcasing from inside a competitor’s store, a mobile shopper can be anywhere at any time, giving new meaning to the importance of location, location, location. With a mobile device, the consumer can shop while traveling on a train, commuting by subway, waiting for a flight, or while sitting in a doctor’s office. Anywhere. More so, and more crucial, they can be in your store looking up and comparing information (product, prices, inventory, etc.) on a competitor’s site or app. You need to understand what their location is, what they are trying to do, and what they will do next.
Another big challenge retailers (or, in this case, any company with a mobile site or app) face is that the average consumer may not understand that mobile websites and mobile apps are fundamentally different than regular websites. However, that doesn’t stop them from expecting the same functionality and the same navigability in their mobile experiences. And if you’re not meeting those expectations, consumers are going to hold you accountable. And what’s going to matter is not how mobile contributes to the immediate interaction, but how it contributes to the rest of the relationship with the company.
When thinking about mobile, just like web, you need to ask yourself the three big questions: How am I doing? What should I do? Why should I do it?
This is where using a proven methodology and trusted technology to measure customer satisfaction plays its part. We have shown that customer satisfaction drives loyalty, retention, and word of mouth – all of which drive financial success.
With the right tools and analysis you can turn data into information, information into intelligence, and intelligence into action. With actionable intelligence you will understand your mobile visitors, whether they are actual customers or just browsing for product information or store locations. With intelligence, you will make smarter decisions, not only in strategic terms but in tactical terms as well.
Remember the loudest voice out there is your customers’ and you need to listen to it. Ask them what their wants, needs, and expectations are so you deliver the experience they deserve as opposed to the experience you think they want.
There’s no question that mobile is moving at lightning speed right now. Don’t let it pass you by. If you measure mobile (and measure it the right way), identify the purpose of the visit, the next step, the location and device, and develop a strategy, you’ll manage to keep pace with this growing and changing technology that is impacting your customer experience in ways you may never have anticipated.
What are your thoughts on the growth of mobile and how it is impacting the customer?