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Companies that are Serious about CX Need to Up Their Mobile Customer Support Game

It is no secret that customer experience (CX) has become perhaps the most compelling influence in the consumer’s decisions to initially do business—and build an ongoing relationship   --with a company. CX can be defined as the sum of all experiences a customer has in their interactions with a company and its products or services. Understanding these interactions, specifically what makes them positive or negative, is central to making improvements. Effective CX is determined by the quality of the experience customers have when they seek product information and seek support—tasks they now mostly use mobile devices to accomplish.  

Engaging mobile consumers requires businesses to become more creative. Mobile devices are more than just hand-held web browsers. People have long since become accustomed to using mobile devices for a wide range of activities beyond calls:  social media, taking/viewing photos, GPS navigation, downloading music and videos, or watching live entertainment.

SMS, or mobile text messaging, is also a long-term primary use case in social and now increasingly in business contexts. In fact, with the rise in mobile device usage, messaging is the default user behavior. But it goes beyond SMS texting alone.  Mobile phone users throughout the world are sending messages back and forth, using Facebook Messenger, WhatsApp, Apple Business Chat, and other emerging channels of mobile chat messaging. However, in the US where most of us are only using text messages, companies are just starting to learn more about these emerging channels and how they can use them to improve communications with their customers. These developments are taking hold and it’s becoming more critical for businesses to be knowledgeable about them. This particularly true for organizations that wish to expand their global presence.

According to research by Forrester, people don’t wish to go out of their way for support. This   put companies in the position of having to keep up when their customers are blazing new trails. As Forrester put it in a recent report, “Customers will explore emerging channels to reduce friction. Customers want to move between channels without having to repeat their situation every time. They want to get service at any point in their pre- or post-purchase journey.”  This need for flexibility and responsiveness becomes a serious problem when customers are unable to reach a company’s agents as quickly as they would like to. Then, once connected, customer frustration ramps up rapidly when they can’t adequately resolve their issue through a voice-only conversation. So, the undermined customer loyalty and increased cost becomes a lose-lose scenario for businesses.

Of course, there are more effective methods to deliver mobile customer service that enhance as opposed to detract from the customer experience. Mobile service specialist UJET will share detailed information on how organizations can transition from voice-only interactions to engaging their customers on a variety of rich and responsive messaging channels. On Thursday, May 27 at 1:00pm, UJET will present a complimentary webinar on CrmXchange entitled “Mobile Support for Cost-Effective and Enhanced Customer Experience.”

Josh Mazgelis, Solutions Consultant, UJET, will draw on his 25 years of contact center experience. He will discuss how to cost-effectively deploy the company’s cloud-based mobile-focused customer satisfaction platform to enable customers and reps to share photos and videos, take screenshots, and even combine voice and text together. Among the topics to be covered are: 

• Enabling end-users to easily share multimedia with agents
• Elevating the customer experience with Rich Communications Services
• Using data intelligence to customize and improve support channels   

Register now to see how your company can upgrade its mobile service. If you can’t attend the live webinar, a link to it will posted 24 hours after it is presented.