Designing Customer-Centric Mobile Support Experiences

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Mobile Engagement
Customer Experience
One of the best pieces of advice that's offered by customer experience professionals is that when it comes to designing a customer experience, be sure to approach it from the customer's point of view. This axiom is especially applicable when crafting mobile customer experiences. Think about what it's like to be a customer using a smartphone. The screen is small, so the font for a company's mobile app or mobile website should be easy to read. Because of those small screens, companies should also make it easy for customers to navigate their mobile apps or mobile websites. Yet as obvious as those requirements appear to be, many companies leave lot of room for improvement.

One of the best pieces of advice that's offered by customer experience professionals is that when it comes to designing a customer experience, be sure to approach it from the customer's point of view. This axiom is especially applicable when crafting mobile customer experiences. Think about what it's like to be a customer using a smartphone. The screen is small, so the font for a company's mobile app or mobile website should be easy to read. Because of those small screens, companies should also make it easy for customers to navigate their mobile apps or mobile websites. Yet as obvious as those requirements appear to be, many companies leave lot of room for improvement.It's an area that companies need to pay greater attention to as customers continue to increase their use of their mobile devices for support and other types of interactions. Customers have doubled their use of mobile phones for support calls over the past year while their use of mobile apps for customer service has more than doubled over that same time, according to a 2015 study by LogMeIn and Ovum.

One of the ways that companies can deliver better mobile customer service is by designing logical and connected mobile experiences. For instance, many companies send their customers an email asking them to rate their satisfaction with the company's mobile customer service when it should instead be included in the mobile app they used for support, says Tushar Makhija, vice president of business development at Helpshift.

Companies that make it easier for customers to do business with them - whether through the use of their mobile devices or any touchpoints that customers decide to use - can strengthen loyalty and improve business performance. This starts with designing customer-centric experiences.

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EXPERT OPINION