Good mobile experiences for customers


In a global survey of senior level executives, 74% said that mobile was either "critical" or "important" to the delivery of their organisation's business objectives.  Only 6% said that mobile was not important.In its third annual Reducing Customer Struggle report econsultancy (in association with IBM Tealeaf) explores the issues companies have in optimising the mobile experience for their customers.  The report explores the drivers and challenges of ensuring their customers have the best possible mobile experience.Rapid growthOrganisations are using digital and mobile strategies to sell products and services; to enhance customer engagement and to drive customer satisfaction and self service.  Mobile traffic is growing rapidly:

  • 72% of respondents state that mobile accounts for at least 10% of their company's traffic (up from 52% in 2012)
  • The number of companies which state that mobile accounts for at least 20% of traffic has more than doubled to 41% (17% in 2012)
  • Overall, respondents say that 19% of their total traffic is coming via mobile devices
Challenges and organisational capabilityThe results show that organisations are increasingly confident that they understand what exactly makes a great mobile customer experience, and 23% of respondents feel they are offering a "good" mobile customer experience.  However, a number of barriers to delivery are cited:
  • Bad navigation (36%)
  • Screen sizing issues (36%)
  • Form filling (26%)
  • Slow page loading (23%)
  • Lack of information (14%)
  • Bandwidth problems (9%)
The full report (charged for) is available from econsultancy.[Follow Val Skelton on Google+]  

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