The constant availability of digital information at our fingertips happened so fast, and so resoundingly, it’s easy to forget that ten years ago, hardly anybody owned what might be termed a ‘smartphone’.
As a consequence of such widespread mobile technology, consumer expectations have become dramatically elevated. Recent research conducted by KANA Software found that 5% of 18 to 24 year olds check their phone every minute – an alarming figure indicative of an almost pathological reliance on connectivity.
But they’re not just checking their phones. They’re using them as portals through which they can lodge complaints, and they expect their complaint to be dealt with quickly. If companies fail to respond in a way that satisfies the customer, they find themselves traduced on social media platforms and all-important user review websites. The Millenials have never known a world without the hyperspeed life of the web, and their patience is thin. Remember last century when 10 working days was the standard time period for responding to complaints? They don’t.
It’s not just young people. The survey – which polled more than 2,000 people in then UK – found baby boomers were among the most prolific online complainers. In this climate, must include a quick response strategy in the face of online criticism.
The first step towards meeting high expectations is to make the mobile experience a priority. Dedicate resources to ensure mobile users get the attention they require – the money spent will come back to you in the shape of more conversions.
More than that, you have to approach your mobile marketing strategy in the wider context of consumers’ journey-to-purchase. No amount of research is too much. Do your customers tend to browse products using their mobile devices, before buying in-store? Just because you aren’t generating the majority of conversions from mobile devices doesn’t mean they’re not a crucial part of the process. Identify common problems as early as possible in order to minimize the impact those issues will have on your business.
Once you’ve resolved the basic problems, devise creative mobile marketing tactics that will make your business stand out from the crowd. Find success in the mobile marketplace and you will be well-positioned for future growth across all channels.