In today’s smartphone-driven world, consumers are looking more and more for mobile applications that address everything from making restaurant reservations to how to pay their bills. In fact, a recent study we conducted with Echo Research of over 1,000 smartphone users found that they have downloaded an average of 10 apps in the past six months and the majority (69 percent) use their apps daily. The proof is evident: smartphone app usage is at an all-time high and for business, it means that companies who don’t provide a means to communicate with consumers where and how they prefer will be left standing idle in a mobile world.The question is, how do you satisfy the customer service needs of device-savvy customers? According to our study, 56 percent of smartphone users would prefer using a mobile app over calling a contact center.

The results of this customer service survey showcased both the positive and negative effects customer service can have on service providers. For example, two thirds of consumers would be willing to spend more money with their service provider if they consistently received exceptional customer service. However, three in five consumers stated it would take only two or three instances of poor customer service from a mobile phone, Internet or cable/satellite TV service provider before they would consider switching providers.

There’s no doubt that consumers’ demands are high. In order for service providers to stay competitive and drive customer loyalty, they need to focus on the things that matter to their customers, including:

• Meet customers where they want to be met with multi-channel customer service. Consumers’ expectations are constantly changing and they have varying expectations for the channels in which they are served. The “always available, always connected” property of smartphones creates a unique new channel for reaching customers in a non-intrusive and highly personalized manner.In fact, over 50 percent would be open to using a mobile customer care application before contacting the contact center for help. As adoption of smartphones grows along with the use of mobile apps, service providers need to put resources behind developing these applications to meet this demand.
• Utilize all of your resources. A smartphone is both a computer and a phone so make sure to tap into its full power and capabilities. Provide various options for the user to search, including talk, touch and text that will make the mobile application both easy to use and most valuable to the consumer.
• Make it seamless. No one wants to use an automated system to start solving a problem only to have to call the contact center and start over again. Nor do they want to be on a mobile application and have to search for a number to reach a live agent. Use technology to your advantage to ensure a seamless experience that remembers the history of the consumer and makes self-service options intuitive.
• Make it personal. Smartphones are highly capable devices that are constantly adapting to a user’s needs based on identity and user preferences – think how auto-correct features adapt with words the user types most frequently.For customer service, this means that companies can decide to present highly personalized information and also keep track of the history and usage patterns of each individual. This behavior can also be enhanced by leveraging capabilities such as location-based services, to offer to set up an appointment for in-person help based on the service store closest to the individual.

Mobile devices continue to change consumer behavior and at a rapid speed. At a time when product and pricing plans are relatively similar for many service providers, customer service is increasingly becoming the differentiating factor in how consumers choose providers. To stay competitive and retain and attain new customers, businesses must adapt and meet consumers where they are, or risk losing loyal customers.