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M-Commerce: The Final Frontier (of customer experience)

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An examination of results from the 2011 Tealeaf® Mobile Customer Experience report

An examination of results from the 2011 Tealeaf® Mobile Customer Experience report

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    M-Commerce: The Final Frontier (of customer experience) M-Commerce: The Final Frontier (of customer experience) Presentation Transcript

    • M-COMMERCE
      The Final Frontier
      (of customer experience)
      An examination of results from the 2011 Tealeaf® Mobile Customer Experience report
    • By 2015, mobile shopping will reach $163 billion worldwide.
    • That’s 12% of global commerce turnover
    • Nearly a quarter of online adults have conducted a mobile transaction in the past 12 months
    • 75% of them see no reason why mobile transactions can’t be completed first try
    • 83% of them had issues last year
    • Most commonly this meant error messages (83%)
    • When the mobile transaction fails:
      • 29% try later on a computer
      • 16% go to a competitor
      • 17% complain
    • 49% have shared their mobile experience on social networks
    • Customers see “online” as one channel
    • “Doing mobile, and doing it well, is no longer a ‘nice-to-have’ offering. It’s now absolutely critical… to grasp the realities of your mobile customer experience, as well as have the ability to test and refine it on an ongoing basis”
      Mike Brown
      Vice president of optimisation, Vegas.com
    • FIVE STEPS TO IMPROVE
      MOBILE CUSTOMER EXPERIENCE
    • MAKE IT A PRIORITY
      You spend money to get them to your site
      Ensure the experience keeps them there
    • UNDERSTAND MULTI-CHANNEL BEHAVIOUR
      Consumers don’t differentiate between channels.
      Do your customers use their mobile to browse but then buy online (or in store)?
      How do marketing and promotional efforts like email marketing and SEO affect this behaviour across different channels?
    • DEVELOP YOUR MOBILE STRATEGY
      Decide which platforms to prioritise
      Understand how to get them right
    • IDENTIFY AND PREVENT ISSUES
      Prioritise areas where you know customers are struggling
    • LINK YOUR CHANNELS
      25% of mobile customers call customer service to complete the transaction.
      Give Customer Service Reps insight into the mobile customer experience
    • Read or download the full report via the link below
      http://www.tealeaf.com/customer-experience-management/resource-center/register.php?doc=mobile-cem-uk
    • Image sources
      http://www.flickr.com/photos/amagill/3367543296/sizes/l/in/photostream/
      http://www.flickr.com/photos/flyingsinger/86898564/sizes/o/in/photostream/
      http://www.flickr.com/photos/misschatter/5051887481/sizes/z/in/photostream/
      http://www.flickr.com/photos/16254409@N05/3692584696/sizes/o/in/photostream/
      http://upload.wikimedia.org/wikipedia/commons/thumb/e/e9/Dead_End_sign.svg/220px-Dead_End_sign.svg.png
      http://i.bnet.com/blogs/poison-718296.jpg
      http://thebizcoachblog.com/wp-content/uploads/2010/11/twitter_bird_angry.gif
      http://www.log.com.tr/wp-content/uploads/facebook_unlike.jpg
      http://www.wickes.co.uk/content/ebiz/wickes/invt/164456/Door-Number-1_large.jpg
      http://themetapicture.com/media/apple-old-imac-vs-iphone-540x540.jpg