2015. november 28., szombat

Customer experience journey on mobile

Mobility enabled customers to take the Internet in their pocket to everywhere. With this opportunity, they become more mobile, more informed, and more social also. About how customers experiencing mobile advertising, content from brands is an unique opportunity for the companies to discover mobile advertising is a complex environment, could say an ecosystem that changes and convert customer experiences and experience journeys with brands. The way customers use mobile is not just about technology, but a shift how doing business.

In the multi-screen and connected devices world (24 billion connected devices by 2020), smartphone will be - or perhaps it is - the dominant device in influencing customers at decision-making process and at the experience journey. All information about products and services at our fingertips and only a click is needed to get info and buy anything from LA to Sydney, London or Budapest.

This is a new way how customers buy and a new way that mobile marketers have to be aware of.

Further, mobile payment which is the inherent part of experience journey will be a $142 billion market in the US, according to Forrester (US Mobile Payment Market 2019).


The customer experience journey on mobile surely will be reduced to maximum three or four stages before the purchase; and for only one after the purchase The stages will be less complex and customer action time will be much shorter within a experience journey stage, and from the opposite sites, brands' customer activation has to be more faster and reaction has to be immediate to any kind of customer request.

On the other hand, any of the stages could happens at multiple places, like at home, out of homeat work and on-the-go. Each places has a different customer mood, different customer attitude, like at home customer is more relaxed, more open for entertaining information; out of home has a kind of comfortable attitude and follows a kind of functionalist attitude; while at work customer has a more focused behavior on purchase and on-the-go he knows exactly what he wants and requires the information fast and in easy to understand way.

The main question is figure out the customer is in which phase at what place and . That gives the input for which kind information the customer is open for.

Digital touchpoints 

In digital customer sales cycle, there are three categories of digital touchpoints, external touchpoints (web, social media); brand owned touchpoints (company site, mobile, tablet, digital content and in-store devices) and traditional touchpoints (contact center, store). These digital touchpoints have to be integrated into a cohesive customer sales journey.

Each stages on the customer sales cycle have a clearly defined objectives, like reach the customer, deepen the relationship; maintain the experience and engage for a longer period. The touchpoints provide the opportunity to gain access to customer in order to achieve the given stage's objective.

In this approach, mobile has crucial roles in achieve each stages objectives. and all stages, So mobile is simple can not be omitted when planning digital customer sales cycle.

Mobile-only experience (?)

Customers when having experience with the brand are less patient with cumbersome transition from desktop to mobile, and require a stand alone, cohesive and seamless mobile experience. If they do not have it, just a tap and they go to the competition.

Brands when plan the mobile-only experience, create vertical-specific platforms, focus on mobile first. It is about having the right mobile experience that meets customer mobile sales journey and providing the seamless integration  to other digital touchpoints experience.

Final thoughts

As smartphones becomes an important tool when searching, researching, evaluating products and services, planning and executing a mobile sales cycle is an essential elements to a great overall customer experience. According to recent study by Altimeter Group, mobile will become  the standard for hosting customer experience. And no matter whether customer experience on mobile relates to sales, marketing or customer service, mobile strategy will the front and center.

Tibor Nemes

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