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Thursday, September 20, 2018

3 Areas for Improving Customer Experience with Mobile Technology

posted by: Meg Heusel, GHX, Global Go to Market Manager

How mobile technology investments can fast-track your goals for improved interactions with your customers

Delivering a delightful customer experience starts with understanding the customer’s journey. For most healthcare manufacturers and distributors, there are many touch-points available to engage with customers, with mobile being the area of greatest potential. Just in this year, 52% of all worldwide online traffic was generated through mobile phones — that is up from 50% in the previous year.

How are you leveraging this platform to drive deeper connections with customers and make your organization easier to do business with? Mobile technology lends flexibility to the working environment with the rise of cloud computing. The ability to not be tied to a desk and still be able to work is reshaping the needs of your customer base and presents the opportunity to deliver on those desires with a positive experience. Applications that are easy to use are what customers expect. Adapting current platforms to mobile-friendly experiences that enable users to perform daily tasks is one way of responding to the demand for “untethering” the workforce. Understanding customer needs, then reshaping your interactions with them based on that knowledge is how companies can set themselves apart for “best-in-class service”.

Regardless of the size of your organization and current level of mobile technology adoption, there are opportunities to address customer needs through the platform. However, simply enabling mobile technology typically isn’t enough today to provide the type of experience that delights. So, consider optimizing with additional enhancements that add another level of service and elevate the interaction with your business. Three areas to focus on for improving customer experience with mobile are:

  1. Providing a platform for instant interactions, from sharing feedback, resolving a problem to accessing detailed answers. Chatbots can quickly handle customer service functions to improve response times. “8% of consumers would rather communicate with a business through a messaging app than email.” (ubisend, 2016)
  2. Enabling customers to find key details for working with your organization like what you offer and how to contact you. “A “List of products” is the most important mobile website feature of local businesses, with “Opening hours” and “Price list” following closely after.” (Source: Statista)
  3. Posting videos for a connected experience and visual-aide for how your solutions work. “In the past 2 years, videos with the word “review” in the title had more than 50,000 years’ worth of watch time on mobile alone (Google, 2017)”

When assessing potential investments to optimize your customer’s journey, using mobile technology can quickly get you on the track to providing best-in-class service. You can start small, but be sure to establish a solid platform to enable your teams to capture feedback and agilely deploy enhancements. This not only helps customers easily find the answers they need, it creates a direct channel for connecting with customers through their must-have business accessory.  

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