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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

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

  1. 1. M-COMMERCE <br />The Final Frontier<br />(of customer experience)<br />An examination of results from the 2011 Tealeaf® Mobile Customer Experience report<br />
  2. 2. By 2015, mobile shopping will reach $163 billion worldwide.<br />
  3. 3. That’s 12% of global commerce turnover<br />
  4. 4. Nearly a quarter of online adults have conducted a mobile transaction in the past 12 months<br />
  5. 5. 75% of them see no reason why mobile transactions can’t be completed first try<br />
  6. 6. 83% of them had issues last year<br />
  7. 7. Most commonly this meant error messages (83%)<br />
  8. 8. When the mobile transaction fails:<br /><ul><li>29% try later on a computer
  9. 9. 16% go to a competitor
  10. 10. 17% complain</li></li></ul><li>49% have shared their mobile experience on social networks<br />
  11. 11. Customers see “online” as one channel<br />
  12. 12. “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”<br />Mike Brown<br />Vice president of optimisation, Vegas.com<br />
  13. 13. FIVE STEPS TO IMPROVE <br />MOBILE CUSTOMER EXPERIENCE<br />
  14. 14. MAKE IT A PRIORITY<br />You spend money to get them to your site<br />Ensure the experience keeps them there<br />
  15. 15. UNDERSTAND MULTI-CHANNEL BEHAVIOUR<br />Consumers don’t differentiate between channels. <br />Do your customers use their mobile to browse but then buy online (or in store)?<br />How do marketing and promotional efforts like email marketing and SEO affect this behaviour across different channels? <br />
  16. 16. DEVELOP YOUR MOBILE STRATEGY<br />Decide which platforms to prioritise<br />Understand how to get them right <br />
  17. 17. IDENTIFY AND PREVENT ISSUES<br />Prioritise areas where you know customers are struggling<br />
  18. 18. LINK YOUR CHANNELS<br />25% of mobile customers call customer service to complete the transaction.<br />Give Customer Service Reps insight into the mobile customer experience<br />
  19. 19. Read or download the full report via the link below<br />http://www.tealeaf.com/customer-experience-management/resource-center/register.php?doc=mobile-cem-uk<br />
  20. 20. Image sources<br />http://www.flickr.com/photos/amagill/3367543296/sizes/l/in/photostream/<br />http://www.flickr.com/photos/flyingsinger/86898564/sizes/o/in/photostream/<br />http://www.flickr.com/photos/misschatter/5051887481/sizes/z/in/photostream/<br />http://www.flickr.com/photos/16254409@N05/3692584696/sizes/o/in/photostream/<br />http://upload.wikimedia.org/wikipedia/commons/thumb/e/e9/Dead_End_sign.svg/220px-Dead_End_sign.svg.png<br />http://i.bnet.com/blogs/poison-718296.jpg<br />http://thebizcoachblog.com/wp-content/uploads/2010/11/twitter_bird_angry.gif<br />http://www.log.com.tr/wp-content/uploads/facebook_unlike.jpg<br />http://www.wickes.co.uk/content/ebiz/wickes/invt/164456/Door-Number-1_large.jpg<br />http://themetapicture.com/media/apple-old-imac-vs-iphone-540x540.jpg<br />

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