The Key to Improving Mobile Customer Experience
For many customers, their first interaction with a brand is on a mobile device, so creating a great mobile customer experience is key. In many cases, we use our phones first, especially when we’re out and about. Even when we’re at home, we often check our phones while watching TV, cooking, exercising, and more. Chances are, you’re reading this article on your phone right now.
The way customers interact with brands on their phones is different than the way they interact with brands in person or even on a computer. But that doesn’t mean the experience should be prioritized. In fact, we’re here to argue that the mobile customer experience should be prioritized by brands. Taking a mobile-first approach will help you gain market share, understand your customers better, and ultimately drive more revenue for your business.
Here are some quick mobile usage statistics to help reinforce this idea:
- 6.4 billion smartphone users worldwide – about 80% of the population
- Global mobile e-commerce sales were $2.91 billion
- 141 billion mobile app downloads worldwide
- 54.8% of global web traffic comes from mobile devices
- Global consumer spending on mobile apps is $143 billion
Two Keys to Improving Mobile Customer Experience
Key 1: Personalization
Today’s consumers expect personalization. In fact, they demand it. Mobile is arguably the most personal of all channels. It never leaves your side, it’s your connection to friends and family, and it’s primarily used for social interactions. We’ve become accustomed to using our phones in a conversational, personalized way—and interactions with brands are no exception.
As our data shows, allowing people to direct their own journeys within the mobile experience based on their personal preferences is key to both short-term retention and long-term loyalty.
At its core, personalizing the in-app experience is about delivering the right message to the right person at the right time and place within the app. It’s a mouthful, but if you break it down, it makes sense.
- The right information: Is your information relevant and useful?
- The right people: Are the right customers seeing your message?
- Right location: Will you meet your customers where they are?
- Right time: Are you communicating at a time that’s convenient and meaningful to the customer journey.
