Mobile customer experience management is a subset of customer experience that really hasn’t refined and advanced much yet, because while the mobile revolution is on its sixth or so year of advancement, it’s not been around long enough for this to completely evolve.
See, mobile customer experience management was never much of a concern until now, because only recently have enough software offerings and powerful enough phones and tablets come around to where they’re taken this seriously for practical online activities.
So, with that in mind, what are some things to bear in mind when it comes to mobile experience? Well, I can’t say much, but we can follow the layout of a customer experience, and give tips, for each phase, as to how to handle this in a mobile mindset a little better. That’s the best that can be done for this.
Before I get into this, I want to point out that if this is the symptom of adopting a mobile first philosophy, then let me stop you right now. Mobile first has no place existing for now in anything not designed specifically to be a mobile concept to begin with!
#1 – Need Generation over Mobile
Don’t try to do need generation over mobile websites, because the space constraints and intrusive nature of ads here is going to cause them to make the user experience of mobile sites suck like a vacuum.
In stead, relegate this to short-lived ads in free ad-powered mobile apps. But, use this wisely, because ads being permanently on screen in this environment will tick the user off royally. This is all I can really say about this phase, frankly.
#2 – Second Phase – Research and Comparison
Well, if you’re mobile-focused, it’s undoubtedly because you’re a mobile-centric service for an app or a mobile SaaS design, or something along those lines. All I can really say here is, have a good, solid mobile website which is easy to use and easy to do heavy research through.
Piggyback as much as possible over social networks and the like, which tend to be very mobile compliant.
#3 – Commerce Interface
Make your commerce interface, if ecommerce-oriented, easy to handle over mobile. Don’t try to crowd in suggestions or other tangential/compulsive shopping directives. Just make it clean and simple.
#4 – Customer Service
Choosing wisely your communications systems here is important. People over mobile will want to avoid call centers, ironically, so having an intuitive help desk or possibly a live chat system would do well to make this go more smoothly here.
If you must use a call center, be sure to use a mobile call to link they may tap, which will tell their device to call your number with no further steps being taken.
#5 – Feedback Enabling
Finally, for customer feedback, design polls with minimal typing required, as typing with touch keyboards is the worst thing ever, ask anyone who uses them on a regular basis. Make sure the feedback is easy to provide, or users won’t bother in this scenario.
For now, this is the best mobile customer experience management advice I or anyone can give, because it’s not yet that common.