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Mobile customer service holds customer frustration at bay
This article is part of the Business Information issue of Special Edition, March 2013
When customers need help, they don't want to log on to a mobile application and search through a list of frequently asked questions before ultimately having to use another channel to reach a customer-service operator, a step they could have taken in the first place. They want to take care of everything on the mobile app without the restart. Still, most apps today offer only that one-way street, with no real-time place to go if a customer needs assistance halfway through an interaction. Customers want mobile customer service to have mobility. When customers can't get the help they need through a mobile app, companies lose money, said Art Schoeller, an analyst at Forrester Research Inc. They are forced to dial up customer service and repeat information to an agent, who has no context for the conversation and spends extra time handling the call. An increase in handle time is bad for business, Schoeller said, and mobile technology, after all, is there to solve just that problem. Companies can overcome this challenge with an ...
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Features in this issue
As customers try to solve more problems using mobile apps, they should still have the option to talk to an agent without having to repeat themselves.
To design successful mobile applications, companies must remember to consider the back end as well as the front end.
Easy-to-use apps that are designed specifically for mobile devices are a great way to engage customers. Just ask the folks at Krispy Kreme.
Columns in this issue
Mobile apps are not spinoffs of their website predecessors—they need to be designed with mobile devices in mind. The formula is the right combination of form and function.