With so many consumers using smartphones, just about every company has responded in kind by offering a mobile app.
But there's a difference between offering an app and making one that's a bridge between contact center and customer. Retrofitted desktop apps are more likely to fail on mobile devices because they are a different medium.
To have a successful mobile engagement strategy, apps should have mobile-specific interfaces with action buttons that lead users through tasks, several industry observers say.
On the other side, a company's app should be able to connect users with its multichanneled contact center continue the conversation started on the device. If customers hit a button on an app and can't connect with a call center -- or if they have to repeat information to an agent-- then they might give up and try another brand.
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