Mobile is cementing itself into the causeways of everyday life and the momentum at which it is doing so is unparalleled, making it a force to be reckoned with in the retail world.
So, to be blunt about it: company leaders who are not measuring the mobile customer experience are operating in the dark. It’s time to flip the switch and shed some light on a growing segment of customers who could otherwise be making purchases and recommending the company to friends and family members.
With the release of the ForeSee Mobile Satisfaction Index (UK Edition 2012) today, we share some insight in to the state of mobile in the United Kingdom, including:
- Mobile satisfaction versus traditional websites – Retail mobile experiences still slightly trail traditional online retail websites with regards to customer satisfaction; however, the gap is narrowing.
- Multiple device shopping – Most consumers are still using their home computer (or PC) as the main device with which to shop online, but we are seeing more shoppers using either a mobile phone or smartphone or a tablet device to access a retailer’s website, mobile site or mobile app.
- An increase in popularity of “Showrooming” – A large percent of the mobile users measured reported using their mobile phone while in a retail store, however, it isn’t always to check price comparison sites or competitors. However, it is true that there is a smaller, less satisfied group of mobile shoppers who are accessing a competitor’s site or app whilst in store.
- What do shoppers use mobile sites for and are they satisfied? As a whole, users who accessed mobile sites or apps to make a purchase and/or compare products are highly satisfied.
The mobile revolution is here and these companies — even the largest and best at what they do — cannot afford to waste time, effort and resources making poor decisions when it comes to managing their mobile experiences.
Mobile is drastically changing the way today’s multichannel, multi-device consumers are viewing and engaging with companies and business leaders can ill-afford to stand idle and watch the opportunity go by. If they measure mobile (and do it well) their customers will do most of the heavy lifting in helping them to create a successful mobile experience. They will help to identify the purpose of the visit, show you their likely next step, and tell you their location and the devices they use. They will also tell you what is working, what isn’t, and what they would like to be able to do with your mobile experience. All you have to do is ask them.