04 May 14 Strategy Recommendations for Mobile Customer Engagement
The importance of mobile customer engagement for eCommerce brands is clear. Low mobile conversion rates reflect an increasingly fragmented customer journey through desktop web, mobile web, and mobile apps, leaving more opportunities for potential customers to abandon their journey with you altogether. Engagements can grab users’ attention and keep them with you.
These 14 tips from Moxie will make you mobile engagement implementation smoother and help you deliver better results:
1. Identify the “whys” of engagement as KPIs
In choosing to add customer engagement to your mobile app or website, you’ve probably already identified some of the reasons to doing so. But before you start on your plan, you need to make sure those goals are translated into specific Key Performance Indicators. Here are just a few examples of KPIs to consider:
- Increased Upgrades or Upsell or Cross-Sell Opportunities
- Decreased Calls to the Call Center
- Increased Visits to a Physical Location
- Increased Bookings or Appointments made
- Increased App Downloads
- Increased Average Order Value (AOV)
2. Make your communication short and quick
On mobile, screen real estate is limited, and users are accustomed to fast-paced multitasking. When a notification from your app pops up, your mobile customers don’t want to read a long, drawn-out explanation. They want to get the gist of it immediately. Adjust your messaging accordingly.
3. Keep it friendly and informal
Mobile users have a more personal relationship with their phones than with their desktop computers. Try to make your notifications and other communications on mobile reflect that tendency. How far you choose to go depends on your messaging tone, but keep it casual and users will become more comfortable with your brand.
4. Let users send photos or screenshots
Whether your customers are in your store or just browsing your products from somewhere else, chat inquiries can be resolved more quickly if photos and screenshots can be shared. Making sure this functionality is easy and clear to users will increase agent efficiency.
5. Change portals if users are already logged in
Needless barriers to entry will cost you engagement opportunities and potential sales. If a user initiates a chat session and is already logged in, they shouldn’t have to provide login credentials. Make starting a chat as seamless as possible, and save information-gathering for after the session.
6. Implement disposition codes and post-chat surveys
Assigning disposition codes at the end of an interaction is vital for a quantitative analysis of customer satisfaction, and post-chat surveys allow for more qualitative feedback. Even if you have other priority KPIs, customer satisfaction is always important.
7. Let agents take advantage of user personalization
Pass through as much customer data — such as email, username, and customer type — from your app or website to the agent to continue the personalized experience. The more information the agent has on hand, the more quickly inquiries can be resolved, and the more opportunities for cross-selling or upselling.
8. Link app and website personalization
Your app’s main function may simply be as a conduit into a page on your mobile website where a sale is completed or other action is taken. Conversely, your website may encourage users to move to your app for increased functionality. Make sure there is no barrier between your app and your site by allowing personalization to be translated between the app and browser seamlessly.
9. Make Android and iOS experiences as similar as possible
Today’s customers are multi-channel and multi-device. They may have an Android phone and an Apple tablet, or vice versa. Keeping the customer engagement experience consistent between Android and iOS can be difficult because each app requires specialists in different programming languages, and devices use different browsers, but customers are quick to notice discrepancies and the effort is worth it to maintain brand loyalty.
10. Enable chat notifications
Enable notifications so users know when a chat agent responds. On an app, this is easy. On web, it depends on what browser your user is on and whether they’ve chosen to allow push notifications on your site. Incessant and unsolicited notifications can turn customers off, but multitasking mobile users don’t want to be left hanging on the response from your chat agent.
11. Have a test system where devs can mimic agents
Have a test system in place that gives your app or web developers login credentials that allow them to mimic agent behavior when testing chat integrations. When third parties or non-technical teams test the app or website, allowing developers to act as agents will simplify the process for those users.
12. Consider making chat an advanced feature
If you have customer groups, you may want to make chat only available to your “premium” or “preferred” customers. Likewise, chat could be a standalone advanced feature that app users pay for. There are many possibilities, and your decisions should depend on your KPIs.
13. Establish service lines dedicated to mobile SDK users
The chat response times in your mobile app will differ from those on your mobile website, so it’s important to separate reporting for both SDKs. Make it easy to compile different reports by making sure your SDK users have direct service lines to the software vendor. The Moxie SDK makes this easy.
14. Plan several iterations and deployments
It’s tempting to want to try out all the advanced features of your SDK, but doing too much too soon can cause complications, muddying testing and grinding deployment to a crawl. Moxie’s SDK is designed to go out-of-the-box, with just a few settings to tweak. We recommend using it this way first as a proof-of-concept, and planning feature additions gradually.
Moxie Concierge is Moxie’s comprehensive customer experience suite, using Moxie’s primary engagement channels of contextual information, email, and live chat. Underlying all channels is innovative technology that anticipates customer needs and engages in the right way at the right time. Our product integrates seamlessly with any iOS or Android mobile app right out of the box.
Click the Concierge service bell on the bottom right of the screen to learn more, request a demo, or chat with a Moxie agent.