The mindset for mobile has indeed arrived and in fact, consumers are now looking and expecting convenient and purposeful mobile experience with brands. On the other hand, for marketers, it is crucial to create a timely, relevant, high-quality mobile touchpoints in enhancing customer experience or else, consumers will go somewhere else.
Although marketers are confronted with challenges in seeking a way in creating a better mobile experience, those roadblocks can be solved with the correct strategies, people, technology and partners. In ensuring success in building a high-performing mobile program, here are some imperatives in supporting the planning process:
- Using Cases – Understand your customer’s needs and build mobile strategies in meeting specific needs in the mobile environment. The critical starting point is in knowing your customers and what are they seeking exactly from mobile as they interact with your brand and your competitors.
A successful mobile strategy must focus on what value to provide to customers in their mobile moments and how an improved customer journey can be delivered in that value. Start with simple high value cases to prove value and benefits, and moving forward from there.
- Buy-in and Support – There would be a need for internal consensus and help upgrade mobile experience and a secure budget. Persuading an organization to shift investments and resources is a process, but if they do, it can be game changing.
Start by creating a view on how to improve customer experience and marketing or service communications that will enhance the ability to compete and win. Support a plan with competitor examples, consumer data within the industry and outside it with best class programs. Package the business case and make sure that it aligns with the company’s and executive team’s goals and objectives.
- Utility and Value – Make sure to create mobile touch points. It is approximated that 90% of consumers move between multiple devices to accomplish a goal, using an average of three different screen combinations each day. This fumbling of devices with disconnected data can lead to abandonment of the experience. When building customer experience, determine what value and utility can be offered and delivered through a mobile touch point.
- Optimize – Test, learn and continuously improve. By setting up tests within customer touch points and across the customer journey. Then by using the test results, with the use of machine learning and marketing automations, to improve overall performance in a continuous process.