As more and more consumers gravitate toward mobile as their preferred channel to conduct their daily tasks, customer service will be well on its way to becoming the future trend for mobile apps and services.
As Judith Aquino points out in today's article, offering a mobile app for customers to contact service organizations will bring incredible value, as consumers can receive immediate responses to their inquiries and companies can track valuable data from customers' mobile behaviors.
Here are a few suggestions to consider when deciding to develop a mobile customer care solution.
1. Ensure integration with the existing customer service organization
The integration of smartphone self-service applications with traditional channels is essential as the need for traditional phone and web care will continue.
For instance, if a customer needs to transfer from the app to the contact center, the app can decide to transfer the user to the right agent for the requested task or to schedule a callback, while providing the target agent with information about the subscriber's issue and interaction history.
Travel agency CheapOair, for instance, offers an app where users can book reservations and tap a customer service icon to speak with an agent. "[We] encourage our customers to call us directly," commented Chief Operating Officer Werner Kunz, who adds that the app also lets users fill out a feedback form on the app.
2. Automate responses for common inquiries
By automating the trouble ticket portion of customer communication, customer service organizations can spend more time responding to higher-value customer communication, like inbound sales inquiries that can result in future business, without compromising the quality of customer service.
3. Enable multichannel support through a single dashboard
Streamlining the customer service experience to make it seamless across your enterprise, from the website, to the contact center, to mobile apps will make it easier for agents to respond to inquiries from mobile apps. Tight integration will ensure important customer concerns are prioritized and addressed efficiently and effectively.
4. Enable co-browsing
In many scenarios and industries hands-on service is necessary. Customer support agents, therefore, should have the ability to easily walk users through applications and troubleshooting processes without a lot of pre-configuration and screen-sharing setup.
5. Personalize the customer experiences
Consumers have come to expect personalized experiences from the businesses with which they do business. Mobile is no exception. And not all customer communication is created equal. Some customers get in touch when they need technical help, others get in touch with questions about their accounts. As such, companies much tailor and customize the design, portal, and even service offerings for a hyper-targeted way to reach consumers.