These days, most companies recognize the importance of mobile optimization for the customer experience. Indeed, as customers increasingly use their smartphones on the go, brands must offer mobile-friendly sites and easy ways to obtain customer service. However, optimization is just one way to earn loyalty. To fully engage these customers, every brand should consider the numerous mobile technologies that are transforming the customer experience. Here are five ways mobile can be used as a platform for driving satisfaction and loyalty.
Many brands have found that a separate app is even better than a website optimized for mobile. Apps can be tailored to the needs of every customer, providing a personalized experience that a simple mobile site cannot usually offer. For example, the online retailer Zappos—already well-known for its excellent customer service—continues to impress customers with its personalized mobile app. Product searches, recommendations, and real-time information are all provided within the app, in addition to a support phone number for the app itself. Such personalization establishes a relationship between customers and brands, fostering long-term loyalty.
One way to offer a seamless customer experience is by making payments easier. Some companies like Starbucks and Uber allow customers to make payments directly within their apps. Other brands utilize platforms such as Apple Pay, Samsung Pay, or Square, among many others, to give customers a quick checkout. Such a payment system is especially beneficial to customers in-store who only have a few items to purchase, as well as those returning items. Simple barcodes can be used to facilitate these processes and save customers time.
Conversational commerce is redefining customer engagement with its personalized nature. Brands may use SMS or messaging platforms such as Facebook Messenger, Telegram, and WeChat to offer customer service. Many of these platforms are powered by a mix of chatbots and human assistance, ensuring that customers are getting the most precise answers without losing a human touch.
A less-explored form of customer engagement is virtual reality. However, many brands are indeed using the technology in their marketing practices, offering customers a chance to experience products before purchase. Mercedes, for example, has invited customers to take virtual drives in their cars and look inside the vehicles. Lowe’s home improvement stores allow customers to design their ideal kitchens and bathrooms within an app and then use virtual reality goggles to step into their design.
Brands may use geolocation in different ways to entice customers. Customers might be sent interesting marketing offers or sales event information when they are in or near a store. Geolocation can also be used to determine when customers might need service, such as offering them sales support when browsing in-store. By keeping track of customer habits in real time, brands can offer the most valuable deals for greater customer satisfaction. While mobile optimization is a must for every brand, smartphones have tremendous potential for deeper customer engagement. Brands that employ the newest technologies to simplify and personalize the customer experience are set to earn customer loyalty for the long term.
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