Talk about a tipping point. As of last quarter we now spend more time surfing the web on our phones than on PCs. We even spend more time on our phones than watching TV. It happened more quickly than most of us anticipated, but mobile is the new desktop. For savvy brands and organizations the sky is truly the limit.
But first, you have some housekeeping to do.
The mobile customer experience gap
The mobile future became the mobile present so quickly that brands have struggled to keep up, and a major gap has emerged between consumer expectations of mobile and the clumsy experiences they’re having every day on their phones and tablets.
Gone are the days when users were forgiving of sub-par mobile experiences because it was all so new and exciting. As consumer expectations have risen, so too have the business stakes:
- 57% of users won’t recommend a business if it has a bad mobile site. [Source: Econsultancy]
- 77% of consumers say an unsatisfying tablet shopping experience affects their willingness to buy from that site. [Source: Usablenet]
If the early days of enterprise mobility were characterized by uneven, underfunded and mostly reactive initiatives, the next phase will require a more holistic approach to succeed.
New rules of the road
At a minimum today’s mobile experiences must be:
- Comprehensive. Previously it was okay to mobilize only the content that your audiences used most while on the go, but consumers today expect to have it all and do it all. This means mobilizing everything you have, and addressing the full customer lifecycle.
- Consistent across every device as users increasingly start a task on one device and complete it on another.
- Optimized for key devices. By key devices we mean the devices your target audiences use most, which are likely to include the iPhone, iPad and popular Android devices. “Mobile-friendly” and “mobile-accessible” aren’t good enough anymore. Consumers expect experiences that are designed for the device in their hand.
- Optimized for email. The majority of emails today are opened on mobile devices: 65% versus 35% on the desktop. This means every time you send an email – whether it’s a newsletter, triggered alert or order confirmation – it’s probably looked at and engaged with first on a mobile device.
- Fast. According to research by Gomez, 71% of mobile browsers expect web pages to load almost as quickly or faster than web pages on their desktop computers.
- Flawless. This means no more slack for buggy or incomplete mobile experiences.
How do your experiences stack up?
You’ll know you’re getting it right when customers can seamlessly and comfortably access everything you have online from their mobile device of choice – without disconnects or clumsy moments. If they can’t, it’s costing you every day. If they can, congratulations, but don’t get too comfortable. You’re playing at par. Now it’s time to do the big thinking about how your organization will look, succeed and relate to others in a world where life and business are increasingly mobile.
Customer Experience & ROI