Your customer is your lifeline. As cliche as it sounds, one small mistake could cost your business big time. Rather than looking to the things that make good customers experiences, we’ll negate that and reveal three ways which definitely ensure bad customer experiences. With ever-changing consumer habits with respect to mobile technology, customers expect you to be there every micro moment. It’s no longer about ‘mobile marketing’, but rather ‘marketing in a mobile age’.
1. Mismanagement of Customer Data
Starting off a little data is better than none, but making the data ‘actionable’ is key. Let’s say you’re a retailer with an online shop/site and you have stores located all over the map. You also just launched your new mobile app hoping your online and in-store customers will download it and automatically buy merchandise. First of all, that alone will get you nowhere. Instead of viewing you mobile channels as ‘money generating machines’ you’ll need to view it as a customer engagement tool first.
Thus, synchronize all your data (from all channels) to see the devil in its details. The integration of your POS, eCommerce or loyalty systems along with your mobile activities are best managed in one place where you can see the 360 view of your customer.
For example, Amy is a frequent customer at your quick-service restaurant. Every weekend she buys a burger with her friends. You have her POS data and also she has a loyalty card with your brand. After launching your new app, her existing customer data and her real-time app data should populate into one place, such as a mobile engagement platform. Taking all her data as a whole and managing it in a mobile engagement platform not only makes it convenient for the marketer but also makes her data actionable where marketers can make better engagement decisions.
2. Lack of Customer Personalization
As a customer, there’s nothing worse than getting spam. Or receiving an irrelevant offer/ message in your inbox or app notifications; what a waste of time! Even if it takes a split second to delete it or swipe it away, the very fact that it clogged up your email, mailbox or app notifications is a pain.
Customer preferences and customer feedback is one of the most overlooked and underappreciated subsets of marketing. And with mobile, things seem to be a little more complicated.
However, with the right mobile engagement platform, marketers can better tailor their message to their end users. Mobile assets and tools such as polls, rich messages, push messages, videos, and so forth provide amazing mobile content, both online or in-store.
Likewise, mobile assets can serve as a customer feedback tool to gather information. For example, a hypermarket from Denmark used app polls and surveys to better understand their customers’ experiences. The feedback mechanism of app surveying brought a 3000% increase in customer feedback which helped marketers better approach customers with personalization.
3. No Seamless Omnichannel Experiences
Lastly, if your channels don’t provide a seamless, easy-to-access, convenient experience, your customers will leave you for a better competitor. It’s vital to have both an online and offline strategy that encompasses in-store campaigns, mobile and online campaigns for the new aged customers who constantly move and jump between channels and devices.
If you found this blog post helpful, we encourage you to download our “Omnichannel Guide to Success” below.DOWNLOAD HERE