In part five of our blog series exploring the conclusions of our mobile engagement “readiness” whitepaper, Are You Mobile-Minded Enough to Keep Your Customers Happy?, we delve into what makes for a mobile-minded live chat experience.
Chat has become an increasingly popular channel because it offers human-to-human contact and quick resolution. With more and more customers seeking support from mobile devices, certain provisions must be made to ensure you are providing the best possible chat experience for these on-the-go customers.
Because customers use a variety of devices, providing options that allow the user to manipulate the interface or auto-adjust based on device type are non-negotiable. It is also important to ensure that the chat window is mobile-friendly, easy to read and can be minimized to allow the user to continue browsing or shopping. Providing evening and weekend chat hours is recommended because that’s when many customers are shopping and seeking support. Lastly, sending a message to the customer to provide a sense of wait time or eliminating wait time entirely (when possible) is preferred.
It was promising to see that many of the retailers we contacted followed these best practices, and live chat received the highest mobile-minded score of all the channels. However, there are several areas of improvement, including making mobile chat readily available, listing chat hours, and providing live chat directly within the retailer’s mobile app (rather than redirecting it to their e-commerce site).
To see our full list of live chat best practices, deal breakers, and to see how your company stacks up against other companies, download the full whitepaper.
This is part four of our blog series in which we dive deeper into the conclusions of our recent mobile engagement “readiness” whitepaper, Are You Mobile-Minded Enough to Keep Your Customers Happy?. In this post, we explore what makes for a mobile-minded Twitter experience.
Social media has become a leading channel for customers to discuss their experiences and voice opinions about a company or product, and as such, companies are utilizing social media as one of the primary channels to directly interact with their customers. However, not all of them are providing the best possible customer experience, and Twitter received the lowest mobile-minded score of all the channels we researched.
Because Twitter is associated with immediacy, companies must be able to provide easy access and quick resolution, especially for mobile customers where urgency is heightened. In addition, supporting customers who tweet from multiple locations (using Twitter’s mobile application), being clear and concise, and providing relevant, mobile optimized links are among our best practices for a superior mobile Twitter experience.
Unfortunately, almost half of the retailers we contacted (or attempted to contact) did not provide their Twitter accounts on their website, and only 6% could be easily found through the search bar on Twitter’s mobile app. Even more disappointing, nearly 40% of retailers never responded to our tweets at all. Of those who did respond, response times were long (average of 5 hours, 9 minutes) and some did not deliver a personalized experience or only provided a link to a long set of unedited search results.
Download our whitepaper to see the full list of Twitter best practices and deal breakers, including a calculator to measure your company’s mobile-mindedness. In our next post, we will delve into what makes for a successful mobile live chat interaction.
In part three of our blog series exploring the conclusions of our recent mobile engagement “readiness” whitepaper, Are You Mobile-Minded Enough to Keep Your Customers Happy?, we examine what makes for a mobile-minded call center experience.
Despite the shift to online channels, several customers still prefer to talk to a live agent on the phone. However, many of these customers are on-the-go when they’re calling a company for support, and they expect an experience that’s tailored to their mobile needs with immediate resolution.
Companies that have a clickable phone number and list contact center hours on their homepage, have little to no hold time, and acknowledge that a customer is calling from a mobile phone and tailor the experience accordingly are well-positioned to provide a pleasant mobile call center experience.
Sadly, many of the retailers we contacted did not follow these best practices. Nearly half of them made it difficult to find their phone number and didn’t list it on their homepage. Once on the phone with a customer service representative (CSR), not one recognized that we were calling from a mobile phone, and after mentioning it, only 25% of them customized the experience accordingly (e.g. sending SKU #, product link or saved cart via email). Additionally, many of the CSRs provided too much information, reading long scripts and product details, rather than keeping the conversation brief by resolving the issue quickly.
To see the full list of call center best practices, deal breakers, and to see how your company stacks up against other retailers, download the whitepaper. Stay tuned for our next post focused on what makes for a successful mobile Twitter interaction.
This is part two of our series in which we explore the conclusions of our recent mobile engagement “readiness” whitepaper, Are You Mobile-Minded Enough to Keep Your Customers Happy? In this post, we delve into what makes for a mobile-minded email experience.
With customers constantly on-the-go and multi-tasking, email still ranks high as a satisfactory way to contact a retailer, but there are several deal breakers that can preclude companies from delivering an optimal mobile email experience.
Limiting what can be addressed (e.g. order-related issues, product information, etc.), long response times (or no response at all), providing links in the response that are not mobile optimized, and a lack of personal touch are some of the problems we found when contacting retailers via email. These issues create a bad user experience and can have a significant effect on customer satisfaction, conversion and retention.
On the bright side, 82% of the retailers we contacted provided email contact information – via a form or email address – on their mobile website or in their mobile app, and most made it readily available, taking an average of 2.10 clicks to find it.The same percentage was able to resolve the issue without escalating to a second channel (e.g. phone or chat) or requiring a second email. The key to a successful mobile email engagement is a combination of all of these best practices, so customers are able to find the email contact information easily, and companies are able to provide detailed responses and recommendations quickly.
Download the whitepaper to see the full list of email best practices and deal breakers, including specific examples and a calculator to measure your company’s mobile-mindedness. In our next post, we will dig into the intricacies of the call center.
Mobile sales accounted for nearly a quarter of all online sales during the 2014 holiday season (November 1 – December 31), up 27.2% year-over-year.1 Mobile web visits were also at an all time high, with 45% of all online traffic stemming from mobile devices, up 25.5% from the 2013 holiday season. Some companies saw even higher mobile traffic during the busy shopping season, with Fanatics and Amazon reporting 55% and 60%, respectively.2 And these numbers are only going to increase as mobile devices continue to dominate time spent online.3
Is your company prepared to engage with and support your mobile customers? Whether you have a mobile strategy or not, there’s likely more you could be doing to ensure your customers have the best possible mobile experience – regardless of what device or channel (email, social media, live chat etc.) they’re using to interact with your brand.
We recently partnered with the e-tailing group to explore channel experiences, provide insights into mobile engagement, and assess how “mobile-minded” today’s retailers really are. In this whitepaper, we share the results we’ve compiled from 50 top retailers, as well as:
- What it means to be mobile-minded and why it matters
- Industry benchmarks – where retailers stand today across multiple touch-points (email, phone, social and live chat)
- An assessment tool to score your company’s mobile readiness
- Best practices for superior mobile engagement
The full whitepaper can be downloaded here. Over the next two weeks, we will explore each of the four touch-points in more depth.
2Internet Retailer, 2015
3Internet Retailer, 2014