How to Develop A Customer-First Mobile Customer Service Strategy
By Iain Leckie
Traditionally, tackling mobile has been deemed challenging – requiring numerous resources, customer content and specialised development to build and maintain a dedicated mobile App that can effectively interact with customers. Implementing a mobile channel, in which personalised information must be delivered in real-time, was a daunting task indeed.
Today, creating a voice-driven mobile agent that integrates with various other services is no longer an insurmountable feat. In fact, that’s the easy part. The real challenge is managing the potentially huge amounts of information that is made available to these systems and wrapping it up in an efficient and engaging mobile experience.
In our ten years of helping organisations develop and define their CRM strategies, we’ve consistently found that barriers and challenges usually crop up when different business channels in the same organisation have a stake in the same project. This is especially true when it comes to mobile. In fact, typical enterprise web arrangements tend to have the effect of isolating information into little fiefdoms. But, in the new age of customer service, information needs to be universally available and universally created to meet customer needs first, and organisational needs second.
In order to create a great customer experience on mobile devices, you must ask yourself these five questions:
- What information will be delivered through a mobile virtual assistant?
- What are the main drivers spiking email, live chat and call volume?
- What information can satisfy these inquiries without live assistance?
- How personalised can you make this information?
- Is content suitable for delivery in mobile applications?
By answering these questions, you develop a framework for your mobile implementation that can be shared with other departments to formulate a comprehensive customer-first mobile CRM strategy. In doing so, the company will gain a greater awareness of the big picture of its information, and work together to resolve customer inquiries while driving loyalty.
