Mobile web and omni-channel customer experience
Posted on: 02 September '13
There is no doubt that mobility today must be thought of in terms of multi-channel customer engagement. On Wednesday, Aug 28, Netbiscuits and Mindtree completed a joint webinar titled “Customer First Mobile Web Experience’.
Samya Ghosh, Head of US Digital Business for Mindtree, and Duncan Clark, Manager of Research and Competitive analysis at Netbiscuits, presented four interesting takeaways:
- Excellent customer experience is best addressed by understanding how channels are used across the customer journey and providing relevant / tailored experience. People prefer different channels during different stages of their engagement based on context.
- Mobile web is becoming a very important channel for searches and unstructured, just-in-time look-ups. Mobile web is also growing with the younger generations.
- By not ensuring coverage for the types of mobile devices out there, companies may not be adequately addressing their mobile web needs. In fact, if we take care of the top 10 devices, we are still leaving 42% of the traffic unaddressed.
- Devices are proliferating so fast that evolutions such as adopting HTML 5 may meet rendering needs across devices, but there is still a place for server side mobile frameworks to deliver contextually relevant and optimal device specific experience. In addition, business opportunity does not wait for technology standards adoption.
When it comes to multi-channel customer experience, being truly mobile enabled implies at least the following maturity:
What are the top three things that organizations must consider immediately in order to launch a customer first mobile web strategy?
- Recognize the tip of the iceberg! For all their complexity, mobile development must still be supported by enterprise integration across businesses, products, customer segments, application portfolios and databases. That’s what makes up optimal customer experience – reach, relevance and context. In fact, at our mobile strategy dinner in New York on Aug 21st, challenges in creating this enterprise ecosystem was one of the most important reasons that organizations are still battling to provide integrated customer experiences. A leader’s view of the enterprise must be developed. Here is a workshop that helps you get past silos, providing a leaders perspective.
- Aggressively question the impulse of trying to custom develop experiences to cover the devices you think are most important, or to limit the extent of experiences (e.g. My customers just browse and don’t transact). Definitely beware of one size fits all claims. What is true today may no longer be true in three months. This was the same issue a decade ago with CIOs struggling to decide between enterprise grade package applications and custom development. The mobile space is exploding, and you want to future proof yourself by relying on black boxes, or at least consider the flexibilities you need to be able to make the decision with minimal switching costs.
- Do an audit so you can then begin to put together a roadmap for both internal and external customers. In large organizations there could be many mobile web projects that have been commissioned in different areas of the business as lines of business managers have responded already to immediate needs and requirements. What is already in place and how does it align with the overall business strategy goals and targets? If it has not been centralized and standardized, the chances of duplication of effort, increased costs and expenditure are high. Click here for a framework for reference.