Mobile Customer Care in a Post-PC Era

Why the best mobile apps show empathy to users in real time
Customer Experience

We're all born with the inherent need to feel cared for and heard; to be reassured in times of need, and to know we matter. We live for those moments when you catch up with an old friend or when the barista at your local coffee shop remembers your name (or even just your order).

Unfortunately, this human experience with customers is often lost in today's world of online and mobile business. Today's customers interact with "web-fronts" and have trouble reaching real people in moments of need. The personal touch in customer service has been lost.

However, just because it's been lost, doesn't mean it has to be gone forever. Now is the time to bring the human touch back to customer care.

According to Statistic Brain, iPhone users download an average of 88 apps per phone, however, only 39 percent of apps are used more than 11 times. This means not only do mobile app companies have tons of competition, but they also can't bore or frustrate their customers. It's much easier to delete an app and move on than it is to do a web search and/or call for help.

If companies (especially mobile app companies) don't show empathy in real time, they run the risk of their users becoming frustrated, as they have to leave the app and seek out other channels to get the help they need. This often leads to more frustration because they're now taking time out of their day to do a web search, make a phone call, or ask a friend for help.

According to Flurry Analytics, apps currently command 86 percent of the time that the average U.S. mobile consumer spends on their smartphone.Mobile web browsing is lagging compared to app use, which means every app should be set up to provide excellent customer care.

The best apps on the market have the ability to converse with their customers directly from within the app. On the preventive care front, a simple, native FAQ inside a mobile app can make the difference between users deleting your app or finding the answers to their problems.

Preventing situations such as this and providing industry leading customer care must start earlier in the relationship for success to be had. Why? Because, in order to create these human moments in-app (or anywhere for that matter), we must know the full story of the individual on the other end of the device. How have they been using your app? When? For what? Are they using the latest version? Did the app crash on them recently? Where in the app are they having trouble?

This is CRM for the post-PC era. It's all about bringing the personal touch back.Just because consumers do everything digitally from their mobile devices or tablets, doesn't mean they want to interact with robots, or have to jump through hoops to reach real people. For these reasons, the most successful mobile apps will be those that show empathy to their users and make them feel cared for.