Based on a recent study by the University of Washington's Injury Prevention Center, nearly one-third of all 1,102 pedestrians observed performed some sort of distracting activity while crossing the street. Not only is mobile here to stay, but for many people, increased usage leaves them with their head in the clouds. Yet, while such behaviors and situations may be dangerous for the average person, "the cloud" holds many opportunities for service providers and businesses in general.
Synchronoss' recent "Consumers Look to the Cloud" report examines how smart devices have changed the ever-evolving consumer landscape and what lies ahead in the mobile space. In partnership with Powerfeedback, the survey polled 1,005 U.S. smartphone users to explore the growing importance and dependence on mobile devices. Because mobile devices serve multiple purposes-from Internet access and GPS navigation, to video recording and phone capabilities-companies must learn exactly how consumers are interacting with their brand on the go.
The following statistics illustrate the intricacies of customer service experiences and consumer trends on the mobile space:
- On an average day, 95.4 percent of respondents use their smartphones and 66.2 percent use laptop computers. Sixty-one percent of these consumers expect to be able to share contact information and content across their myriad devices.
- For 56 percent of those polled, the typical service provider's brick-and-mortar store remains the primary channel for consumers purchasing a new smartphone. Such tendencies come from their desire to obtain the new device immediately upon making a decision, see the device and reduce confusion before making purchase, and have current content transferred at time of purchase.
- As consumers change providers or devices, more than 50 percent expect their digital content to be transferred to the new device at time of purchase, with contacts (90.2 percent) and photos (72.1 percent) ranking highest in importance.
- Nearly 50 percent prefer to have their content transferred by an in-store provider, while more than 35 percent prefer to sync their data at home.
- More than 75 percent of respondents expressed strong interest in mobile applications for account management, usage updates, service reminders, and problem resolution, with 64 percent expressing specific interest in the ability to manage contacts and content across all connected devices via cloud-based technologies.
- Fifty percent of respondents prefer to call the contact center for help with their mobile device or wireless service, with nearly half of all customer support calls concentrating on new device configuration or education.
- While 42.3 percent of those polled typically call their service provider within 30 days of making a purchase because of technical issues, 62 percent believe they could've avoided making the call if the provider supplied better self-service tools and information.
Key takeaway: Mobile usage continues to grow, but as consumers become more accustomed to the tools and devices available, they are now looking to the "sky" for more options. By embracing the cloud, companies usher in the opportunity to offer a consistent experience across channels with minimal effort. Service providers must look to mobile to enhance relationships and boost loyalty, for consumers ultimately seek ways to streamline their daily tasks and habits. While mobile applications educate and enrich the customer experience, the cloud connects each touchpoint to develop regularity and trust. By blending these tools, companies will establish the foundation necessary to begin building their engagement strategies onward and upward.