Marketing, sales, and customer service professionals all understand that a successful company is able to predict their customers’ buying behavior. Companies that correctly utilize this tool will be able to close opportunities, recognize new prospects, and provide uninterrupted support. In today’s world, it is more important than ever to shift towards a customer engagement approach intended to react to the modern consumer – the Mobile Consumer.
The habits of customers past:
The modern consumer is immensely dissimilar than customers of the past. Just ten years ago, most customer exchanges with businesses were limited to phone calls or physical visits to business sites; customers would only relay their customer experiences with a relatively small number of friends and acquaintances.
A new brand of mobile consumer:
Current consumers are rewriting the rules of customer engagement. Present business strategies aren’t capable of covering as wide a net as they need to—inhibiting a business’s capacity to achieve its goals and adequately serve customers. This new brand of customer is best described as the “mobile consumer.”
Did you know that roughly fifty percent of the world’s population is comprised of unique mobile users?
These mobile consumers now have access to the products, information, and services businesses offer at unprecedented levels. Over one-third of all Internet sites are now being served to mobile devices. This means that your business must be ready to interact with customers on their terms—whether they’re sitting in a doctor’s office, riding a train, or in line at the grocery story, mobile consumers demand to do business whenever and wherever.
Expanding mobile commerce:
It’s imperative to mention that this new mobile consumer has more than just access to the information they want and the capability to complete a transaction at their convenience; they also have the capacity to share that experience with their friends – your customers and prospects – in real time.
Nearly two in four people now has an active mobile social account. In other words, these customers can share their satisfaction or dissatisfaction with countless people in the blink of eye. This makes it more important than ever for organizations to understand mobile consumer behaviors, ensure they are positioned for success and guarantee that customers get the service they expect.
How to support the mobile consumer:
To support the modern consumer, and thus operate a modern business, it’s important not to forget that the impact of the mobile consumer. Look across your organization and determine all the possible points of engagement. Predict how customers expect to engage via text, email, social media, Web chat, voice, video, self-service or other touch points. The best strategies will place an employee in the proper place at the proper time to support customer requests in real time. To do otherwise, in this modern age, will almost certainly result in the consumer taking their business elsewhere.
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