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Special Edition, March 2013

Mobile customer service holds customer frustration at bay

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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  • Never stop striving for great mobile apps

    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.