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.