Why the mobile customer experience matters
When discussing contact center CX, the topic of the mobile user experience is often overlooked. This is unfortunate because there are many enriched CX options that organizations can offer to mobile users. Enough people search for answers or contact customer service channels using mobile devices that it only makes sense to focus on mobile CX.
- According to one forecast, there will be 26 billion worldwide mobile users (phones and tablets) in 2022[ii]
- 85% of Americans currently own a smartphone[iii], compared to around 35% 10 years ago[iv]
- In the first quarter of 2021, a little over half of the global website traffic was generated by mobile devices (excluding tablets)[v]
- 90% of people seeking information on mobile websites reported problems with incorrect displays and difficulty navigating the site. 75% said search results were unhelpful[vi]
- According to Software Advice, “73% of consumers prefer to search for answers online, but only 27% are willing to call a customer service department if they cannot solve their problem independently.”[vii]
Engage customers with expanded options through digital channels
The use of digital channels such as chat, SMS, and private social messaging continues to increase year over year. From 2018 to 2020, the use of online chat/live support and messenger apps saw double-digit growth.[viii] In addition, satisfaction scores for digital channels like email and online chat are respectably high.[ix]
- Optimize your Google business profile. When you search for a business in Google, you typically see results that include a phone number, website, address, and a Google map and/or image of the location. But did you know that you have some control over what users see in your online business profile? For example, in addition to the usual content, you can add a live chat link so users can quickly and conveniently receive the help they're searching for.
- Add a chat option to your interactive voice response (IVR) system. Nothing defeats the need for instant gratification quite like spending loads of time in a phone queue. If your contact center struggles with high volume and difficulty managing long queues, offer mobile users the option to chat with a virtual agent to resolve issues more quickly. If the issue turns out to be too complex for this type of self-service to solve, incorporate a blended system of channels for a seamless transition to a live agent.
- Add multiple support options to your website. Websites are a powerful digital entry point for engaging customers. To make the most of this opportunity, offer multiple support options. For example, instead of using a standardized static customer service chatbot in the lower right-hand corner of the screen, enrich the experience by offering messaging, virtual agent, live chat, and voice options for optimal convenience.
- Make it possible to authenticate digitally. One of the first steps of many customer service interactions involves verifying the customer's identity. Performing this task accurately is especially important for financial services, health care, government, and other industries that handle sensitive information. Businesses can provide convenience (and reduce handle times) by adding digital authentication, such as fingerprint or face recognition. The majority of consumers are already familiar with using these types of biometrics to access their smartphones and will appreciate the added security and saved time.
- Use your IVR to make customers aware of other service channels. Customers who call your contact center may not even be aware they have other support options. Bring visibility to self-service channels by announcing them during upfront messages or while customers wait in the queue.
Offer blended channels to create a seamless customer experience
It's easy to think of all your support channels as distinct entities with their own individual capabilities, i.e., "Our voice channel can do a, b, c, while our online chat does x, y, z." Though this is an understandable mentality, it won't help you optimize the digital customer experience.Certain functionalities don’t have to belong to just one channel. Think of ways you can extend capabilities to provide proactive cross-channel customer service for increased positive customer sentiment. Here are some tips:- Rich media such as audio and video are powerful tools you can utilize beyond just your website. Add "how-to" videos to customer service chatbots to provide customers with the information they need to resolve their own issues.
- Extend digital authentication capabilities as widely as possible to ensure customers have a quick and convenient way of verifying their identity in multiple channels.
- Make it easy for mobile customers to purchase products and services by offering payment options such as Google Pay, Apple Pay, and Samsung Pay.
- Use secure chat channels so that data can be safely shared and transferred.
Well, blended channels with enhanced capabilities reduce friction and allow customers seamless, enriched, and satisfying experiences. Let’s run through a scenario to put this concept into perspective:Sydney opens a retail finance company’s mobile app, which authenticates her through facial recognition. She then starts an in-app chat about car loans. The chatbot instantly returns an interactive set of car loan options. Sydney scrolls to find the relevant car loan and clicks for more information. Through an automated process, the bank documents are sent to Sydney, and she signs them electronically. The chatbot then prompts Sydney to upload a photo of her driver’s license or passport for proof of identity. The ID is promptly validated, and pre-loaded forms are delivered to Sydney who then completes and signs the documents electronically.It's easy to see this is a fast and convenient way to apply for a car loan. When channel capabilities are blended and chatbots for customer service are secure and integrated with backend business systems, customers receive automated instant gratification. And for businesses, this not only improves the digital customer experience, but it's also a much cheaper way to provide service.
Synchronous/asynchronous conversations
Support channels are typically either synchronous or asynchronous, meaning conversations either happen in real-time (i.e., voice and chat) or with a time lag between responses (i.e., email and social media).Synchronous channels provide faster issue resolutions. However, they can lose their convenience if conversations are interrupted, and customers have to start from scratch the next time they seek help.
How else can NiCE CXone help your business enrich the customer experience?
In addition to creating award-winning cloud contact center software, NiCE CXone publishes thought-leading materials designed to help organizations streamline operations and optimize CX.To learn more about how you can enhance your customer experience options, view our Digital CX Week webinar series OnDemand now.
