Customer Engagement Survey: Brands Failing to Meet Mobile Communication Expectations
Ahead of the weekend, tyntec — a telecom-web convergence company — issued the results of its survey conducted in partnership with Ovum, which uncovers new trends in how consumers utilize various communication channels to interact with customer service agents and opportunities for enterprises to enhance mobile customer engagement.
The report, “Customer engagement shifts to mobile messaging,” reveals customers prefer to interact with customer service agents using different communication channels depending on where they’re at in the transaction process, and they expect service providers to be effective using mobile.
New IP-based communication channels like OTT chat apps are identified as a significant untapped opportunity, with 50% of survey respondents interested in communicating with service providers in this way.
“Brands that focus solely on developing their own mobile app for interacting with their customers may well become victims of app fatigue in that, no matter how rich an experience it provides, most consumers now need to be convinced to download yet another app,” said Pamela Clark-Dickson, lead analyst of digital communications and social networking at Consumer Services for Ovum. “Brands should consider adopting an omni-channel strategy for customer care, which would enable them to use a mixture of communications services during each individual interaction with the consumer, including mobile messaging as well as apps.”
Article Written By: Mike Randazzo of Mobile Marketing Watch0