Commentary

Consumers Expect More Mobile Customer Service

Retailers failing to satisfy mobile shoppers are losing many of those customers.

A new global study of consumer experiences shows that customers are increasingly frustrated by the level of services they experience and that they have to contact a company multiple times for the same problem.

The Global Consumer Pulse Survey by Accenture measured the experiences of 13,000 customers in more than 30 countries across 10 industries.

In addition to the overall finding that the majority (51%) of consumers switched companies during the last year because of poor customer service experiences, there are some insights on how mobile can be tapped to help prevent the switching.

This matters a lot for commerce, since the switching rates were highest among retailers.

Deep in the study are some interesting stats on how consumers view mobile, especially around their expectations.

  • 56% expect more options for obtaining service and support by phone, online and at store locations via mobile devices.
  • 40% in the U.S. (50% globally) find it frustrating having a company’s online channels for customer service and support not be optimized for mobile phones or tablets.
  • 38% in the U.S. (47% globally) looking at customer service find it frustrating having a company’s online channels for customer service and support not optimized for mobile devices.
  • 38% in the U.S. (47% globally) during the actual buying phase find it frustrating not being able to access the information, make purchase or make payment using a mobile device at the time and place they want.
  • 45% would have been prevented from switching companies if they offered them better service and support via mobile device.
  • 38% of consumers globally who use online sources to learn about the company’s products and services, access the sites at least half of the time through their mobile device.

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As more shoppers turn to their smartphones and tablets for product info and purchase activity, it’s quite natural that customer service would move front and center.

As the study results show, the easy answer to a negative consumer experience is for them simply to shop elsewhere.

 

2 comments about "Consumers Expect More Mobile Customer Service".
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  1. Robi Ganguly from Apptentive, October 23, 2013 at 3:53 p.m.

    "The easy answer to a negative consumer experience is for them simply to shop elsewhere" - this is absolutely right on. Consumer expectations continue to rise and in general, we expect the companies we deal with to listen and emphasize giving us a great experience. The mobile environment is inherently personal - each of us carries the devices with us every day. As a result, we expect companies to be more personal and mobile and companies who don't take the steps to deliver that kind of connection look like they don't care.

  2. Chuck Martin from Chuck Martin, October 24, 2013 at 8:16 p.m.

    Thanks, Robi, good point about continually rising consumer expectations...and they often are not met.

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