Online commerce is about anticipating your customers’ intent in order to know what they need and create a flawless experience. But the days of the unconnected shopper in a mono-channel world are over. In the past few years, customers have made the mobile mind shift and expect companies to serve them on their mobile devices in their time of need. It’s no longer just about “service”, a reactive approach to resolving customer issues and concerns, but it’s now more about the proactive management of the full customer experience. With the increase in touch points where brands and customers connect, companies must focus on the full customer engagement that exceeds far beyond just one interaction.
According to a MasterCard Report, 80% of consumers use technology during the shopping process, and calls for eBusiness and channel strategy executives to understand what the mobile moments of their customers look like and create a road map to sell and serve customers in their context and time of need.
So, how do businesses serve customers in their mobile moments? Here are some of our tips below.
Serve Your Customers In Their Mobile Moment To Drive Sales
Online businesses need to connect with customers in their mobile moments. This means assisting customers with what they want in their immediate context and moments of need to complete a transaction. Many businesses are missing opportunities to drive sales due to poor search, lack of contextual offers, and insufficient focus on engaging customers and supporting them on mobile. It’s important for businesses to use digital cues to support customers in discover, explore, and buy stages of a decision journey. For example, if a customer is lingering too long on a product page, offer a mobile friendly, relevant article or feedback via knowledge to move them along the transaction.
Tap Mobile Opportunities To Make Things Easier for Customers & Drive Loyalty
Online businesses should look for ways to streamline the use, ask, and engage segments of the customer’s mobile journey. The easier and more convenient it is for customers to get something done on mobile, the greater the chance the customer will re-engage with that organization and make further purchases, driving up loyalty. For example, McDonald’s rolled out a mobile app that offers personalized and contextual vouchers to customers. The chain tracks customers across all digital touch points and sends personalized offers based on product buying and search history and offers multichannel assistance. It also enables mobile ordering, which makes its services more efficient for customers. The point is fast food companies have found that mobile app ordering – an example of “making things easier for customers” – has led to larger orders and lowered risk that people leave a restaurant due to long lines (Forbes).
Offer Guided Assistance Throughout The Customer Journey
Each customer journey is unique, and there are many different ways businesses can connect with them by offering them guided assistance through their preferred mode of communication. On mobile, this usually means “messaging” via Live Chat, email, or a knowledge (versus calling a 1-800 number) where customers can easily find relevant information or get their questions answered quickly on their device of choice. For example, if a customer is purchasing something on a mobile device and receives an error message, quickly offer assistance via live chat to help complete the transaction. It is unlikely the customer will want to contact the company via phone and will probably just go elsewhere for the purchase.