As many other great revolutions in the past, the mobile revolution has carried along a whole new mindset. Mobile is not just a device, it’s a way of thinking.
Thanks to the mobile revolution, the world has become a more connected place. People can easily connect to each other via social networks, interact with brands on the fly via mobile devices, enjoy an enhanced user experience through mobile apps. So, how has digital connectivity impacted on the relationship between brands and customers?
By empowering people to interact with businesses 24/7 from anywhere, mobile devices have revolutionized the way customers engage with brands, offering companies an unprecedented opportunity to improve customer care and lock in old customers, while still capturing new ones.
As any business owner will confirm, loyal customers are as precious as gold. As a result, especially for small businesses, success relies on the ability to provide customers with an enhanced user experience that in the long run will turn them into your brand advocates.
In this article, we have highlighted 7 tips to improve customer service through mobile technologies.
1. Listen to your audience
Nobody remembers what you did nor what you said. They only remember how you made them feel.
The easiest way to connect with your customers is simply to listen to them. Mobile customers expect to play an active role in company life as well as to easily get in touch with a company to ask for information or leave a feedback.
That is why creating in-app feedback forms is an exceptional opportunity for all app owners to get precious feedback on their app, spot the services that need to be implemented and offer users an alternative channel to complain rather than posting comments on the web.
By soliciting customers’ feedback and implementing services accordingly, business owners will make them feel counted, while fostering trust and reciprocity through open interactions.
2. Engage with your customers
Customers often turn to mobile apps to find the answers to their problems with a product or service, and it’s right at these crucial times that they have the power to make or break your brand.
In-app wall chats are a great tool to allow customers to exchange in-app messages with you and other users, therefore it offers you an excellent opportunity to show how effective your customer support is. Your customers will always remember how easy it was for them to reach out to you in their time of need and how swiftly you could deal with their problems.
You can also use your in-app wall chat to encourage your customers to exchange opinions and ask old customers for advice. This way you will be able to create social communities around your business and consolidate your company’s reputation through peer reviews, usually considered as more trustworthy than conventional corporate communications.
3. Make yourself approachable
The power of mobile is that it creates a bridge between physical and digital experience, thus shortening the distance between customers and brands.
No matter how rich in information and product details your app is, your customers will always appreciate the chance to speak to real people and receive real-time assistance with their issues, with a tremendous impact on their overall sentiment towards your business.
By allowing your customers to reach out to you via phone, text or email just by tapping an icon on their smartphone screen, you will provide a better experience and banish customer frustration from your business.
As for emails, you could also set a default message to facilitate your customers so that they won’t even have to bother about typing in a message. For example, if you have just launched a new product on the market, changed your shipping fees or promoted a special offer and you expect to receive several information requests on the subject, a default email message will make submitting a request as easy as clicking a button.
4. Offer additional services
Customers really appreciate when you go out of your way to do something that is not required of you. When you offer a differentiated service you are not only making their lives easier, but you are also eliciting reciprocity – an obligation to return back.
Use your app to establish a two-way dialogue with your customers and offer them dedicated services that can only be enabled via app, such as weather forecasts, route planner, tip calculator, discount calculator etc.
More functions will translate into more value to your app, thus more reasons to come back to it!
5. Create a good content mix
Choice is always a welcomed feature among customers, and content is no exception. Offering multiple types of information, your business can benefit from reaching out to different audiences, allowing your brand to follow through and maximize its potential.
It’s not about making it crowded – it’s about tuning it in.
How? By taking advantage of apps’ most valuable asset: versatility. Distribute the content you want to share with your customers through different feeds and leverage specific ones for added value, like Podcasts. For example, a book shop or a library holding weekly readings can offer its mobile customers the chance to attend the readings via Podcast, allowing them to participate in more than one way, share the content on social networks and generate buzz around it.
6. Know Your Customers
By changing the way we communicate, work and even play, mobile devices have opened the door to knowing people’s tastes and hopes better than ever before. Understanding how people use their mobile device to engage with the content and media they encounter is a vital part of any successful business strategy – and analytics help you do just that.
By measuring user activity, preferences and contact details you can build a solid picture of what your average user looks like, what your potential user might like and how your mobile social voice sounds like. Holding that knowledge, you can move forward in your business strategy, identifying which actions to take and which not to pursue, for both a better user experience and a bigger success.
7. Don’t shout
Building customer loyalty is not an easy task and certainly not a given outcome even if your offering is valuable.
What your offering has to be is personal and tailor-made. As the number of mobile users and users’ expectation rise in parallel, the secret is not to shout louder than the others, but to nail the timing and the place.
Geolocalization features within your app allow you to target your customers geographically, while push notifications let you offer them your service or product when they’re most likely to be looking for it or need it. Don’t waste it, target it!