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.