Mobile devices have become a vital gateway for brands to connect with customers, so it’s critical to provide a high-quality customer experience during every mobile engagement.
However, customer needs and behavior drastically change depending on what device they’re using and how they’re accessing mobile content, so it’s essential to keep up with these mobile trends and adjust your mobile customer experience (CX) strategy accordingly.
Here are the top five trends we’re witnessing in the mobile and wireless telecoms market and how they are laying the foundations for evolution in mobile CX delivery.
Artificial Intelligence Continues to Improve
AI has become a vital component of any mobile CX delivery strategy. Chatbots, for example, are being used as engagement tools when connected to other platforms.
Messaging apps like WhatsApp, Messenger, and the like, are opening their doors to conversational commerce, which lets mobile users connect, either through texts or with simple chatbots, to buy and interact with businesses.
Artificial Intelligence is also being integrated into CRM platforms to improve predictive analytics and real-time decision-making. It’s helping brands capture insights into customer decisions based on consumer behavior, which helps build in-depth customer profiles and improve CX.
Furthermore, according to Capgemini Research Institute reports, about 70% of people will gradually swap in-store visits for voice assistants by 2022. It’s easy to understand why, as mobile virtual assistants like Siri and Alexa give mobile users the much-needed mobile access points to social media, mobile shopping, mobile entertainment, and much more.
Interacting with a voice assistant feels like talking with a friend who is there to support you 24/7, helping to create a more personalized experience for shoppers or consumers.
The Rise of Augmented Reality
Products and services are the two touchpoints that customers engage with daily. As a result, there is a growing need for interactive experiences that make full use of customers’ mobile devices.
Augmented reality (AR) solutions are shaping a new future for mobile customer experience, with mobile apps that give users the ability to interact with products or services in their physical space.
For example, IKEA provides an AR tool that enables customers to check the dimensions of a room with their device’s camera, see how products would look in their home, and then purchase those products.
The wow factor of AR is still at its peak, so there is massive potential for brands to create memorable, impactful customer experiences for mobile users.
Mobile Data Security is Paramount
According to a survey by Entrust, 64% of consumers are willing to trade their data for personalized services, but 79% are concerned about the privacy and safety of that data.
Furthermore, consumers are increasingly concerned about mobile payment security (70%) and authentication (67%), indicating mobile banking has come of age in general.
Customers expect mobile telecoms providers to be educated in mobile security best practices and adept at applying them. Providers should also partner with payment gateways that offer mobile authentication and/or two-factor authentication (2FA) solutions, such as:
- Mobile device management (MDM), which monitors mobile devices for unusual mobile account activity, mobile web browsing behavior, and mobile payment transactions
- Mobile application management (MAM), which restricts unauthorized mobile apps from accessing mobile network resource data or exposing mobile network resources to mobile app vulnerabilities
- Remote wipe, which allows mobile service providers to remotely delete mobile account information in case of device loss or theft
- Geofencing, which builds mobile network security using device location data
- Mobile payment security, which provides mobile payment providers with authentication and transaction verification measures.
The mobile services market is vast; customers want mobile telecom providers to invest in their businesses’ mobile platforms, effectively mitigating the risks of mobile threats.
Employee Experience Essential Component of CX
Happy employees are the key to satisfied customers, and brands are starting to realize the importance of elevating employee experiences to differentiate customer experience in mobile telecoms.
With the vast number of consumer handsets on the mobile market, 99% of CX support employees are also customers who use mobile devices daily. When employees are satisfied with their own devices, they’re more motivated to provide excellent customer support, so ongoing training and education are essential to a good employee experience.
At Activus Connect, we educate our CX Ambassadors with in-depth training, supplemented with additional coaching when new trends come over the horizon. We’ve found that knowledgeable service professionals complemented with first-hand experience benefit our clients’ #CX journey. Ambassador confidence leads to a “can-do” attitude that helps build trust and loyalty with customers. This human connection helps customers to work through device challenges, such as operating a new handset or navigating the latest OS update.
Still, it’s super important for employees to have the skills to get a read on the customer and modify their support approach accordingly to include word choices and pace of support. Product knowledge, patience, and empathy all play a vital role in the training process and will continue to do so as the mobile market maintains its growth trajectory while integrating device and service innovations and enhancements.