Execs Clueless About Mobile Customer Experiences

By Dennis McCafferty  |  Posted 2014-12-29 Email

Business executives often think they're doing a much better job of creating positive mobile experiences for customers than they actually are, according to a recent survey from Mblox. The accompanying report, "Identifying the Care Gap in Business-to-Consumer Engagement," reveals that consumers are very receptive to interacting with companies via their mobile devices. However, with virtually every mobile-based experience—including those conducted via emails, apps, games and social media—companies often over-inflate their perceptions of customer satisfaction levels. They could improve this situation by getting an accurate sense of how consumers want to connect. "There is no one best way to communicate via mobile technology," according to the report. "Consumer preferences vary—not only from one person to the next, but also depending on the time of day or the type of business they interact with. An individual may prefer text messages from a utility company about a power outage, but a push notification about a local deal from a favorite retailer. A text message offering coupons at 3 a.m. will not be appreciated if it wakes your prospect from slumber." A total of 1,650 mobile phone owners and users, as well as 550 customer-focused executives, took part in the research, which was conducted by Millward Brown Digital.

Dennis McCafferty is a freelance writer for Baseline Magazine.

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