Want to Deliver the Best Mobile CX? Try These 10 Tips

Person on mobile phone with like emojis
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It’s never been more important to deliver a great mobile customer experience (CX) to your customers – with over 60% of website traffic now coming from mobile devices!

So, if your strategy needs an overhaul, see what our experts say about how to deliver great mobile CX in your contact centre…

1. Give Customers a QR Code to Make It Easy to Restart Their Journey

Ali Kamaley, Senior Sales, Odigo
Ali Kamaley

A visual IVR is the perfect tool for customers who call the contact centre out of habit but would happily switch channel if accessing a self-service option was made easy.

It allows customers to navigate back and forwards through a menu, with no need to redial or listen to all the options again.

It doesn’t require customers to change their habits. It simply provides more choice, flexibility and (for customers pressed for time) an easy access point, for example via a QR code, if they need to pause their journey.

Contributed by: Ali Kamaley, Senior Sales, Odigo

2. Embrace Video Calling to Handle Queries More Efficiently

With the rise of inclusive minutes and cheaper voice calls, many customers use their mobiles in place of their landlines and will call a contact centre using one.

This provides an opportunity to deliver great CX over a mobile phone by utilizing other channels like SMS and video which are available to the customer with a mobile phone in hand.

Many customers use their mobiles in place of their landlines and will call a contact centre using one.

For instance, in scenarios like a car accident claim, agents can use the customer’s mobile camera capabilities to initiate a video interaction via an SMS.

This allows customers to instantly showcase the damage using their camera, allowing agents to capture the damage they need to process the customer’s claim efficiently.

By using the customer’s device, this approach reduces the burden on customers and streamlines the process, resulting in a smoother and more convenient experience.

Contributed by: Matthew Dakeyne, Senior Director, Product Design & User Experience, 8×8

3. Deliver Your Mobile CX in as Few Steps as Possible

John Ortiz, Technology Sales Manager, MiaRec
John Ortiz

One thing that is sure to drive customers away from your mobile site is if it’s too complicated to use.

Prioritize making your mobile site or app as intuitive as possible with easy navigation and a responsive design that adapts to various screen sizes.

Most importantly, though, make sure that if a customer is trying to purchase something or find support, they can do either of those things in as few steps as possible.

Contributed by: John Ortiz, Technology Sales Manager, MiaRec

4. Reassure Customers Their Data Is Encrypted in the App

Organizations should also make sure that any customer data is encrypted in the app. This means that customers can trust their interactions remain private in the organization’s app.

There are mobile software development kits available on the market today that enable organizations to implement each of these features with very little back-end work.

Contributed by: Catherine Forino, Senior Product Marketing Manager, NICE

5. Track Key Metrics to Shape Your Strategy for the Future

Always be sure to measure your mobile CX performance and identify areas for improvement.

Collecting and acting upon customer feedback, ratings and reviews is also useful to continuously test and improve your mobile CX offering.

By tracking and analysing key metrics, e.g. mobile traffic, clicks, retention, conversions, and overall satisfaction, you can collect this information to enhance your strategy for the future.

Collecting and acting upon customer feedback, ratings and reviews is also useful to continuously test and improve your mobile CX offering.

By exploiting real-time data to better understand intent and your customers’ behaviour, patterns, and preferences, you can also deliver a unique omnichannel experience tailored just for them.

Contributed by: Ali Kamaley, Senior Sales, Odigo

6. Automatically Connect Customers With Web-Based Help Options

Whilst a customer is waiting for their phone call to be answered by an agent, it is quite typical these days for a company to inform the customer about how their query could be handled by visiting the company’s website.

Whilst informative, this approach carries with it a barrier to entry, requiring the customer to take action, visit the site and find their way.

Another approach to improve this experience would be to automatically send an SMS to the customer on their mobile. It would contain a unique URL linking to a visual web-based help that could show information on what they require or allow action to be taken on their account.

By using the screen, the customer could resolve their issue without the need to continue waiting in the queue, resulting in a more convenient customer experience.

Contributed by: Matthew Dakeyne, Senior Director, Product Design & User Experience, 8×8

7. Use Photos to Accelerate Problem Solving

Many mobiles are smartphones, and the rich content possible with various messaging formats like IM presents opportunities for intelligent service.

When customers are on the go, rather than expecting lengthy explanations, use photos of damaged deliveries, faulty goods, or other problems to accelerate problem solving.

Contributed by: Ali Kamaley, Senior Sales, Odigo

8. Keep Webchat Threads Alive for Interaction Continuity

Matthew Dakeyne, Senior Director, Product Design & User Experience,
Matthew
Dakeyne

Mobile optimization is essential for your webchat solution, ensuring it’s fully responsive to make the best use of the screen real estate and is simple to use with easy access to the mobile device keyboard and AI bot-driven quick-reply buttons.

User flows such as adding an attachment should mimic established design patterns of apps that customers are accustomed to.

The webchat also needs to ensure interaction continuity, regardless of whether the customer navigates away to check something on another page, or perhaps during an event of lost connectivity – the interaction thread should be kept alive to ensure the best experience.

Contributed by: Matthew Dakeyne, Senior Director, Product Design & User Experience, 8×8

9. Offer Personalized Interactive Chat (With Emojis)

Catherine Forino, Senior Product Marketing Manager, NICE
Catherine
Forino

With nearly everyone using smartphones today, many businesses rely on their enterprise mobile application as a primary digital touchpoint for their customers.

There are many ways businesses can enrich the in-app experience.

For example, personalized interactive chat with rich media features is a great way to enhance service.

This can include the ability to respond with emojis, further enhancing the personalization of an interaction.

Contributed by: Catherine Forino, Senior Product Marketing Manager, NICE

10. Understand Your Customers’ Core Use Cases

Delivering great CX all starts with putting the customer at the centre of the experience, understanding what it is they are trying to achieve and providing a solution that meets their needs – with as little friction as possible.

Customers today have a variety of available channels at their fingertips when choosing to engage with a contact centre on a mobile phone – and servicing them via their chosen channel is key.

An example of this would be understanding the core use cases that cause your customers reach out to your contact centre and developing a channel-agnostic AI bot to address these needs effectively – regardless of the customer’s chosen channel.

Contributed by: Matthew Dakeyne, Senior Director, Product Design & User Experience, 8×8

For more great insights and advice from our panel of experts, read these articles next:

Author: Robyn Coppell
Reviewed by: Xander Freeman

Published On: 22nd Apr 2024 - Last modified: 1st May 2024
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