On average, users look at smartphones 100 times a day. Combine that with the expectation that by 2017 there will be 2.5 billion smartphone users and over 10 million apps, you’ll understand why brands and businesses have shifted focus toward mobile initiatives.
Mobile creates new ways to connect with customers, deliver exceptional service, and better equip your workforce. Whether it’s for customers or employees, there are mobile solutions that can fill unique gaps in customer journeys and employee workflows that didn’t exist years ago.
If you’re having trouble identifying how mobile fits into your overall technology ecosystem, this list covers the different moments mobile users run into most often and how you can catch their attention in that moment.
As consumers continue to turn to their phones to guide them in their buying decisions, companies need to ensure all relevant information is available to a user whenever, and wherever they need it.
A customer in Best Buy looking to see reviews and product details on streaming media players is able to quickly do so on their phone. Airlines make flights immediately available for users looking to book flights on the go. Customers are using phones to educate themselves in their immediate context, and brands must be there to deliver the information.
In the Workplace
Mobile can create a more knowledgeable sales team by providing complete customer information whenever, wherever they need it. A salesman with the ability to tap into transaction history or a product catalog while on the phone, or even in person, is in better position to help a prospective customer. A sales manager that can quickly retrieve sales results over the last quarter during the commute to a sales meeting will deliver a better presentation.
As an example, Acision uses mobile for employees to better assist customers with an in-app video chat. The employees can see what the customer is viewing as well as their entire purchase history, both in real time. This allows them to identify areas where the customer needs more information which ultimately makes for an easier sell, and even better, upsell.
Another area mobile can improve business in the workplace is giving field agents access to all available information to allow them to deliver a better service. That could mean providing them with the ability to quickly retrieve maintenance history, scan objects to update inventory in real time, or re-assign tasks based on real time demand.
China Eastern Airlines uses mobile devices to assign maintenance staff based on demand for services at the gate. The City of Westminster enables workers to control streetlights for safety and maintenance, all from a tablet. ITAD, a technology recycling company, supplies their field service agents with a mobile device to scan items on the spot for quicker information input and stock updates, allowing for more efficient inventory control.
Giving workers mobile access to necessary information for them to be better at their job will make for more efficient employees. Employees looking to prep for a meeting on the go can access the company CRM on their phone to review notes and retrieve important sales results. Restaurant owners can give workers an opportunity to collaborate and manage shifts with an app like HotSchedules. By having information available at all times, employees can better communicate with each other.
Utilize mobile to continue to market to users that are already engaged with your brand. Airlines use mobile to allow users to request an upgrade on their flight, or request access to the lounge – a quick and easy upsell in the click of a button without any human interaction. Spotify sends push notifications to alert users of new songs or albums from their favorite artists. Walgreen’s alerts customers when their prescriptions are ready for pick up.
Finding different ways to further market to customers who are already interested in you could increase their lifetime value.
Interacting with External Products
Companies can gain a competitive edge by providing an extension to a product or service that ultimately enhances the user experience. For example Nest, the innovative self-learning thermostat, uses mobile to allow users to change the temperature in their house from any location. If a user knows they’ll be arriving home earlier than expected, they can use the mobile app to warm their house during their commute home. HBO uses their mobile app, HBOGO, to allow tablet and phone users to view all available shows no matter their location.
Going forward, we’ll see companies begin to identify unique areas in customer journeys and employee workflows where a mobile solution will enhance the overall experience, and capitalize on it. If you’re looking to learn more about how mobile fits into your overall technology ecosystem, fill out the form below to have a relaxed conversation with a mobile specialist.