When it comes to mobile, most people are confident that it’s the next, best tool in customer engagement. This week, it’s both the best and worst tool. Let us explain.
Mobile the Worst
A recent report by the Econsultancy, produced in association with Tealeaf, found that poor user experience is costing online business billions in lost revenue, due to site abandonment. Most notably, mobile was rated the worst of five channels for quality of customer experience.
The survey seems to suggest that poor customer service is the result of companies’ lack of investment in mobile, and the fact that some are yet to see it as a valuable channel. However, it’s unclear whether their lack of investment is based on the fact that only a third of respondents said that mobile Internet was relevant for sales (30%) and contact or service (32%). With such mixed signals, it’s understandable how companies could be confused about mobile’s role in customer engagement.
Read on for “Mobile the Best.”