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Measuring Total Customer Experience in a Mobile Environment

April 16, 2012 | Comments: 0 | Views: 183

As more and more consumers are beginning to use mobile devices and tablets, we are seeing a shift from personal to a more digital environment. When it comes to improving customer service for your brand, it's important to pay attention to these technological advancements and what they mean for you.

Pew Research recently conducted a study on how consumers use mobile devices during their shopping experience. The study, conducted one month prior to and one month following Christmas, found that more consumers are using mobile devices to influence decisions. The results showed that 35% of consumers purchased products they found while shopping with their mobile phones in-store and 19% of consumers purchased online directly from their phones.

What does this mean for your business? Consumers are no longer only interacting with your product or service through television ads, their desktop computers or in-store, but they are engaging on a mobile level so measuring total customer experience now needs to include mobile. Let's take a look at one company that, after trial and error, developed a mobile website that could be seamlessly integrated into the lives of their customers. 

Target's Road to Success

Recently, Target revamped their mobile website to make it more functional for users as a way of improving customer service. When it first launched, their mobile site was just a duplicate of their website built for mobile. This means the buttons and text were small, making it difficult to press buttons leading through other pages of the site or to purchase products.

Through research and feedback, Target was able to assess and optimize their website for mobile use. This means the site would be made to fit a mobile-sized screen with bigger buttons and easier scrolling capabilities.

Measuring total customer experience is no longer just about product placement, employee interaction and the atmosphere, it now needs to include mobile usage. Here are two steps you can take toward improving customer service via mobile. 

Mobile Improvements

If your company is on Facebook, Twitter or you currently have a website; consumers will be visiting your mobile site as well. This is something you need to be prepared for, whether you've optimized or not.

Go Mobile: Factor a mobile strategy into your complete customer experience program. Optimize your current website to be used on a mobile-sized screen. This means bigger buttons and possibly less content depending on the size of your website. You may need to contact a digital company to fully integrate a mobile strategy.

Test Drive: If you're unsure of whether your current mobile site is user-friendly, consider hiring a mystery shopping company to assess your mobile site, as well as your in-store customer experience. Mystery shopping provides will be able to look at the customer experience objectively and offer actionable feedback that encourages profitable results.

Service Excellence Group is a customer experience measurement and solutions provider. Through our innovative programs, improving customer service comes down to conducting research and receiving resourceful answers that give you a competitive edge with a better understanding of your brand image. Find out more about measuring total customer experience with the use of services like customer feedback programs, surveys, mystery shoppers and training programs.

Source: EzineArticles
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Customer Experience


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