eTail East: Transforming Retail. Together

eTail East: Transforming Retail. Together

We’re heading back to Boston! From August 19 – August 22, Shockoe will be attending and speaking at eTail East in Boston, Massachusetts. 

About eTail

eTail is where the top minds in retail meet, collaborate and learn about what’s disrupting the industry today and what’ll change tomorrow. Shockoe’s COO, Alejandro Otañez, will speak from his seven-years experience at IBM, on how digital technology investments can be implemented and measured for success and impact. 

Why we’re attending

Having all the technological expertise in the world means nothing if you don’t understand your customers. Mobile phones and digital technology are the ultimate culprits of the way things operate today, making tough tasks easy. The two together fundamentally unify the entire experience.

We believe that every company operates in a way that is as unique as its offerings. Every technology solution should be as well. Our team of strategists, consultants, designers, and developers work to embrace existing processes, question inefficiencies and deliver custom digital mobile tools that can improve the overall quality of your customer experience.  

If being out-of-the-box has felt like forcing a square peg into a round hole, we get it. Come to talk to us — we’ll help you create a custom technology solution that will help you truly fulfill your customers wants and needs.

The proof is in the pudding

We’ve worked in several facets of the retail industry— learn more about our work here

If you’re interested in learning more or will also be attending eTail, we’d love to speak with you! Click the link below & we’ll make it happen.

Shoptalk 2019: It Takes More Than Tech

Shoptalk 2019: It Takes More Than Tech

As ten thousand people gathered in Las Vegas this year to talk about retail and e-commerce, Shockoe met with companies small and large to talk about one thing: how to make shopping better. A booming US economy has set a high bar for vendors and retailers to innovate — evident by the sea of vendor tables delivering SaaS products and new technologies to optimize everything from communication to sizing, supply chain to retail display. Innovation was ubiquitous — eight-foot-tall robots could read name tags and spurt out a “hello Jaime” (granted, with improper pronunciation), and Roomba-like product can now sweep the aisles of a store to ensure stock numbers are up to date. It’s an extraordinary and competitive time for retail, but in a large way, it feels like a technology arms race.

Digital technology is still the largest influencer on the industry but simultaneously poses as one of the largest hurdles for retailers to overcome today. Virtually no brick and mortar store is immune to the impact of digital tools and the way in which people consume and explore products. Stephen and I had a chance to meet with vendors focused on analytics, returns, fulfillment, reviews, packing, sizing — and that is naming a few. Every nook and cranny of the supply chain and retail process seemed to have a way to improve an existing process and provide better business results.

What should retailers care about?

For as many vendors that were present, talks seemed to take a step back from the many products in the exhibition room. Speakers focused their concerns on the customer, and rightfully so. It was easy to forget as you roamed the jam-packed exhibit hall at the Venitian that the ultimate focus is not about the retailer, but about the customer. Omni-channel, Gen-Z, and Brand Loyalty were king when it came to speakers — how can you provide a better shopping experience to today’s informed and able consumer?

Which takes us into our table talks. Shockoe had a chance to meet with a dozen retail companies to discuss an array of digital needs — but the one thread emerged consistently in every conversation: to provide an impactful mobile experience.

How can I better engage my customers?

Shopping has always been about providing a brand experience, and with transformative tools such as mobile and voice, companies are scrambling to win their digital market share by extending that experience into customer devices. What we shared with representatives from Nintendo, Levis, Lagunitas and other is that you should always think of digital three ways:

The quick and Infrequent interaction: What time does this restaurant open? Does this store carry? Look to responsive and mobile web — when a customer needs a simple and quick answer from your company, ensure they are met with little resistance and can walk away with the desired information and increase the chance of a later exchange.

Transactional interaction: Did my mortgage payment post? The last thing people want on their phone is a dozen apps for information that is sought a handful of times per year. Yet, when it’s needed, you must ensure they can access it — Progressive Web Apps (PWA) are a popular way for brands to deliver the right result at the right time — without the pressure of installing an app.

Utility: Did John reply? Do I have enough in my checking? I’ll add it to my shopping cart. Shockoe’s bread and butter — creating apps, voice skills, and AR tools to deliver a regular and impactful experience to users. Apps can be a dime a dozen, which is why people are becoming more critical of what lives on their phone. For Shockoe, it’s not about creating an app, it’s about solving a problem and improving the way in which someone operates — this can be tricky to pin down even for the most established companies.

So what’s next?

As more SaaS tools, hardware, and emerging technologies come into play, companies should be cautious of getting swept up in a sea of tools — the most critical consideration should always remain to provide a brand experience to customers that is on par with their expectations of the company.

Future years of Shoptalk will focus on this: consolidating and bringing tools and innovations into an ecosystem of technology that aims to optimize the customer experience, from the mobile store interaction down the way items are picked, selected, and delivered. Shockoe can be that partner today — our team focuses not on delivering mobile, but rather, identifying the right use cases that can deliver the business cases to help your business grow and your customer delight in their experience. Whether optimizing a warehouse, driving repeat business through loyalty and application features, or improving the omnichannel experience for customers, we’ve got your back.

Want to learn more about what we were speaking about at ShopTalk? View some of our case studies 

Jaime De La Ree

Jaime De La Ree

Jaime De La Ree is the acting business development lead at Shockoe with five years of experience in mobile technology consulting. Before joining Shockoe, Jaime worked in supply chain distribution management and later as a non-profit technology partner. When he’s not helping Shockoe build partnerships, Jaime spends his time with his wife and son, and in the remaining time is an avid carpenter, photographer, and astronomer.

Effectively using AR for Brand Loyalty

Effectively using AR for Brand Loyalty

With the rise of AR integration in many mobile apps, we are beginning to see a clear delineation between what drives meaningful and lasting loyalty versus momentary enjoyment. While creating a momentary boost to brand visibility & traffic these kinds of augmented experiences don’t do anything to the long-term health of the brand or serve the customer. Take the example of a Purdue University study that showed participants a printed version and an augmented reality version of the same ad:

  • The print ad retained 82% of the factual information
  • The AR ad only 59% percent

Using augmented reality impeded communication because the focus was on the technology rather than the message.

The challenge of using AR in mobile for brands is to figure out how it drives utility with that ‘wow’ factor.

Augmented Reality, Augmented Value

Some brands that are doing AR well are Warby Parker, Ikea & Sephora. They’ve figured out how to use it to elevate the brand experience by combining what consumers want from mobile to seamlessly create an enhanced shopping experience. Warby Parker does this by allowing customers to digitally try on glasses using AR to see glasses on their own face.

This strategic use triggers all of the sweet spots: Visual, Personal, and Emotional to deliver a rewarding interaction. Similarly, Ikea & Sherwin-Williams utilize their mobile app and AR to allow customers to see how products will look in their homes.
Featuring your customer or their home as the model, you remove any doubts about what the product will look like in real life. The personalization is perfect, and so too is the convenience. By allowing consumers to experience products in their homes, brands are actually driving them to their brick and mortars by creating a guarantee that their time won’t be wasted. Instead of multiple visits to the store to make returns if something doesn’t look or fit correctly, AR is a fail-safe.

Making it Personal

To be able to physically see something is always going to be more impactful than just trying to visualize it in your head. It’s a make-or-break moment for our “I need it” response. When applied to shopping, it not only makes the decision easier but makes the experience more personalized and fun. All of the previous brands mentioned have achieved this but Sephora is exceptional at it. And for good reason considering their product offering is luxury cosmetics which is not as necessary of a purchase as new glasses, all things considered. Their makeover tool, which allows people to try products on digitally is robust in that it conveys not just the look but also techniques. This is especially important for their consumers who want to know if a certain shade will look good with their skin tone or are unsure how to apply it.
With research showing that 79% of customers only consider brands that show they understand and care about “me,” and 56% being loyal to brands that deeply understand their priorities and preferences, personalization is a must.

How Do I Make it Click?

Designing AR experiences that actually drive sales can be a challenge. Often the most interesting or innovative AR experiences aren’t always ones that help reach KPIs. A carefully strategized experience should increase long term engagement and help usher consumers down the conversion funnel. Measuring things like:

  • Items viewed
  • Items added to cart
  • Purchases

That are made in the same session as using an AR tool, makes sense. Many though fail to think about how it will affect a consumer’s interaction with the entire brand over the long term. Including KPIs for things such as:

  • Purchases made in later sessions
  • Adding items to wishlists
  • Sharing items with others
  • Cross-platform conversions

Will give a much fuller picture of how and how well the tool is being used. AR mobile experiences are most likely to have the desired effect when they involve three things—search, browse, and buy. If it’s easier for shoppers to do each of those things whenever they want to, then the retailer can expect to achieve maximum results from the AR experience. Often consumers crave visual inspiration or curation and “Great digital experiences make it feel seamless to go from browsing or searching to buying.” says Nancy Hua of Apptimize

Integrating AR into your mobile app should be a purposeful decision that combines “wow” with utility; creating a weighty brand loyalty tool that provides real value to your customer’s lives.

Laura Little

Laura Little

Laura graduated from Virginia Commonwealth University and holds a degree in Creative Advertising. She’s passionate about authentic narratives, finding what a brand believes in and figuring out how to best translate that to consumers. She feels fortunate to have worked in and have experience in just about every part of the advertising and marketing world. In her downtime she can be found going on outside adventures with her dogs, enjoying local breweries, or doing experiments in her kitchen.

5 Mobile Experience Design Trends to Invest In

5 Mobile Experience Design Trends to Invest In

With new technology being rolled out regularly, designers have a fantastic opportunity to use new tools and methods to improve the products we create for mobile experiences. This is our time to marry content, personalization, voice interactions, micro-interactions, and video to produce unique experiences that will attract and impress users for years to come.

 

1. Being Content-Centered

Our clients often look to us for the most effective means of distributing their content in a way that services the users and provides the client with reliable and quality data.

“Time is of the essence” has never been a truer statement. Users have super-short attention spans (Hubspot reports only about 8 seconds or so) that shrink more every year. Seconds matter – so while design can be pretty, more importantly, it needs to be purposeful. If we aren’t designing to make the content the most important aspect of each screen, then we are failing our clients and most importantly, users.

While designing around content that has yet to be provided is far from ideal, there are a few workarounds. You can always default to the popular Lorem Ipsum placeholder text, or you could try using the content that’s being replaced from your client’s current site, create your own, or borrow from a competitor’s site.

By using text and color as interactive design elements, you can strategically create quick, vibrant, and delightful user experiences that expedite the user’s journey with a content-centered experience. Keep it simple. You don’t want to overwhelm your users with too much information.

This insurance app does a great job of displaying multiple options in a visually simple way, both in a tab and main menu format.

 

content-centered-insurance-app

Image Credit: Nimasha Perara

 

2. Personalization

Personalization is one of the most frequently requested features in user interviews. Weather content, design, or navigation, users like to feel connected with the user interface. If there’s a pattern of disconnect, they will likely not want to return, especially given a user’s ever-shrinking attention span.

Personalization can be achieved in a number of ways, including:

  • Enabling cookies on websites to remember what users prefer on your site
  • Implementing location tools on mobile to remind users of their interests
  • Incorporating the seasons or holidays to create a user experience that feels current and relative, and allowing users to create profiles to customize their experience.

More often than not, people are more inclined to share negative experiences than positive ones, so it is imperative that we are creating a more intuitive experience for our users. If users feel a connection with a website or app, they will want to return and hopefully share their positive experiences.

The animation below highlights one of Shockoe’s latest customizable interfaces for a banking application. We helped create a mobile experience that allowed members to customize which cards they land on first, allowing users to get their most important information faster.

 

shockoe-banking-app-personalization

 

3. Voice Interaction

There is no denying the impact that Siri, Alexa, and Google have made on our usability. My seven-year-old daughter chats up Alexa regularly — asking for songs, to make animal noises, and even a few weeks back, asked if she was married! I find this to be a testament to what next-generation interaction looks like and the importance of adopting it sooner rather than later.

Over 30 million households now have voice interaction tools, which is incredible! The rise of voice interaction will undoubtedly drive the increase of designing without an interface. Good UX seeks the path of least resistance, and voice interaction certainly bypasses any friction that may have existed in a physical UI.

When designing for voice interactions, experienced designers will need to to take into account many new considerations. Providing users with suggestions may help alleviate confusion when the system doesn’t understand the command or cannot produce the desired result. For example, you could have a retail app say: “You can ask to order shoes or browse shoes.” You should also consider providing the user with an easy way out by offering “leave” as an option.

Is the mic even on? Users will need to know when the AI they’re chatting with is paying attention and when there might be a problem.

 

voice-interaction

Image Credit: Juan C. Angustia

 

4. Microinteractions

Engaging with micro-interactions is one of my favorite things when using an app. Micro-interactions are simply subtle design effects based around completing a task. These tiny interactions bring a level of delight to a user experience. If implemented correctly, these in-app gestures and animations can reduce design clutter, increase intuitiveness, and make interaction almost seamless. Fewer buttons on a screen mean more focused content, and we all know that having the right content, is king.

Medium has a controversial “clapping” interaction, as an alternative way to “like” an article you’ve read. Love them or hate them, these tiny claps with fireworks are both silly and cute enough to have caused a plethora of blog posts both praising and cursing the change from “likes” to “claps”. Humans inherently hate change, so it’s not surprising that bloggers took to the Internet to vent about this change, just as they did with Instagram’s iconic logo change a few years back. Change is sometimes a necessary evil — it’s where great ideas stem from. I for one applaud medium for taking the bold step to attempt to improve usability.

With micro-interactions, there is an opportunity to bridge the gap between the user and the app through fun and satisfying actions that leave users emotionally content – they help engage users to interact with tasks intuitively, like express appreciation with likes or favorites, navigate sites with subtle animated transitions, or filling out form fields with hint text.

Predictive micro-interactions can provide directive animations to assist users with onboarding, making it more delightful and ultimately, less confusing

 

microinteractions

Image Credit: Leo Zakour

 

5. Fullscreen & Vertical Video

In 2017, the use of videos surged as a marketing medium. Hubspot reports that 81% of businesses utilized videos as a marketing tool and nearly 100% of those businesses say they’ll continue to do so in 2018. 65% of the businesses that didn’t use videos in 2017 say they are planning to in 2018.

Words are important, but with videos, users are able to experience a more interactive form of content while also consuming more information in a shorter amount of time. This is another form of putting content front and center in a way that doesn’t force users to scroll. With AR and VR becoming more common, a full-screen video will inevitably become the norm, providing users with a more immersive: personally-impactful experience that will give them more of an emotional connection. When users are immersed in another person’s experience, be it skiing the slopes, walking in an impassioned protest, exploring caves, or learning a new DIY project, they are bound to have a richer and deeper connection with the content.

As video content infiltrates our favorite sites and apps, users tend to keep their mobile devices in portrait mode, rather than turning them horizontally for a full-width view. According to LukeW, 94% of users view their content in portrait mode, while only 6% view content in landscape mode, thus the obvious need to provide users with the option to view all content, including video, in portrait mode.

Apple’s new Clip app offers users fullscreen AR selfies similar to Snapchat’s World Lenses. Mashable reports that Clip will offer an animated 360° scene that you can experience by moving the camera around.

 

fullscreen-vertical-app-video

Image Credit: Apple

 

facebook-live-video-app

Facebook Live Video. Image Credit Buzzfeed

 

Other Experience Trend Shoutouts

Since I couldn’t list every single popular experience trend, I wanted to at least show some love to a couple more experiences worth mentioning.

AR and VR

Quickly evolving into affordable and viable options for both enterprises and consumers. Whether you’re looking for augmented/virtual entertainment or augmented/virtual training, this medium has yet to surface its full potential. As AR and VR continue to find great ubiquity and user acceptance, think about how this technology could advance the medical, construction, aeronautics, and engineering fields in the years ahead.

Biometrics

It may seem new, and it sort of is, but since Apple released the iPhone X’s biometric face identification feature, it appears the bar has risen in security authentication. Fingerprint authorization is now common in comparison. Biometrics will continue to innovate and demand designers and developers to push the envelope when considering the user’s privacy and security concerns. Designers will need to keep in mind the willingness of their users to participate in the functionality and devs will need to remember that biometrics don’t protect against passcodes or tokens being shared. They’re simply new ways for users to gain access to their data without being too inconvenienced with passcode interruptions.

Jason Day
Jason Day

Jason graduated from the Savannah College of Art and Design and holds degrees in Illustration and Sequential Art. His diverse professional careers have ranged from comic book artist, picture framer, retail store management, photographer, building inspector, and designer, demonstrating his ability to understand multiple facets of thinking and implementing them in intuitive ways.

ShopTalk 2019 in Las Vegas

ShopTalk 2019 in Las Vegas

We are packing our bags and heading to Las Vegas! As we continue our campaign to connect more enterprise retailers with the right mobile strategy, we are excited to be able to meet with so many at Shoptalk; one of the premier retailing events to discuss everything from omnichannel mobile strategies to enterprise mobile apps.

Why Mobile at Shoptalk?

Shoptalk drives hundreds of retailers from around the world to discuss the latest in retail technologies. From technology hardware, points of sale, to ERP — mobile is becoming an increasingly critical consideration for B2C leaders, and a staple of everyday shopping. Our
mobile strategy team works from business consultancy to application deployment to deliver applications with measurable results — we can help drive your mobile brand loyalty strategy.

The Mobile keystone of Omni-channel Retail

According to a RetailDive survey, an increasing number of relying on their phones to drive the in-store experience. If the mobile tools are not up to snuff, the bottom line is you’re going to lose customers — that’s where we can help.
Retail success depends on mobile-centered brand loyalty
As consumers interactions continue to rise towards BOGUS shopping (buy online and pick up in store) and price comparing from mobile devices, brick and mortar stores are more on the hook than ever to have retail systems that can speak directly to consumers. From inventory updates to a mobile-first experience, Shockoe can help create a mobile roadmap that fits with your digital strategy and your business objectives

Want to know more about what we’re doing in Las Vegas at Shoptalk or book some time with us?

5 Ways to Use QR Codes to Drive Customer Engagement

5 Ways to Use QR Codes to Drive Customer Engagement

When one of our clients approached us with the idea of building an entirely new customer engagement app for their grocery stores, we were very excited. Their project goal was a mobile application that would allow their customers to pay for groceries by scanning a QR code at the store’s register using just their smartphone. Sounds awesome, right? We definitely thought so. Although a project like this does carry a number of challenges, we hoped to create the best customer engagement app experience possible for our grocery store client and their users. QR codes can be applied to so many parts of the customer journey used for so much more. Here are five useful ways to incorporate QR codes into a cutting-edge grocery store app and drive brand loyalty.

Seamless Payment Option

Customers can pay for their groceries at checkout by simply scanning a QR code with their grocery app. We were able to accomplish this without upgrading the existing POS systems, and since this method uses the device’s camera instead of dedicated hardware (like Apple Pay or Google Pay), we are able to support a wider range of devices including older iPhones and Android phones without NFC chips.

 

Personalized Coupon Integration

The store’s website already lets users order items ahead of time which means in many cases users will already have a saved payment method on file. This means that for this grocer, they were able to remove a frequent barrier to entry and get customers started on mobile payments with greater ease. Users get personalized coupons and deals if they have an account, but now those coupons will be integrated right into the mobile payment app. Customers won’t have to worry about whether or not they are getting all the possible savings when checking out.

 

App Download Redirect

Since QR codes are going to be displayed in the checkout lanes, we had to consider that some customers might scan the code even if they don’t have the grocery store mobile payment app installed. We use this as an opportunity to inform the customer that they are able to pay with their smartphone. If the QR Code is scanned by a different scanner app, the customer will be taken to a web page where they can visit the App Store or Play Store to download the mobile payment app.

 

Scan to Add Items to Your Shopping List

Users can also use their phone’s camera to scan the barcode on items they have already bought in order to add them to their shopping list. The mobile app can use the barcode to fetch images of the item and tell customers where it’s located. This can make finding exactly what you want at the store even easier. And if there are any savings for that item, it will automatically be applied to your account; a far faster option for customers that otherwise would have to type out the product’s name to find it.

 

Streamline Account Signup

When this mobile app was first rolling out, all the existing members of the loyalty program had a card with a unique ID and a barcode. When those users signed up for an account on the mobile app, we didn’t want them to lose anything from their existing loyalty account. Instead of making the users type in a long number from the back of their loyalty card they could just scan their unique barcode from the app and automatically link their accounts.

And as a bonus, a word from this wise: Be cautious of small barcodes! Smartphone cameras have come a long way in the past few years, but they still aren’t as sensitive as the laser scanners at the register. If you have to hold your phone so close to the barcode that the camera can’t focus, you’re going to have a bad time.

Editor’s note: Curious to see our most recent case study for the fifth-largest supermarket chain in the U.S.? You can find it here!

Kyle Engler

Kyle Engler

Developer

Self-proclaimed Google Fanboy, Kyle is a Titanium and native Android developer who has been creating mobile applications for over 5 years. He is always on the lookout for new trends in the mobile space. Kyle is equally at home implementing a front-end UI as well as designing an application’s data architecture.

8 Ways to drive Brand Loyalty with Authentic Mobile Communication

8 Ways to drive Brand Loyalty with Authentic Mobile Communication

As an extension of your brand, your mobile app should have its own distinct voice that communicates authentically with your consumers. Considering the major drivers of ‘how’ and ‘why’ consumers interact with your app will inform the most authentic way for your brand to communicate with them. Below are some things to consider when considering a strategy that aligns with your brand.

Find the Right Voice

The right tone between being an authority & relating to your consumer is a fine line. It’s different for every brand and will be informed by your target audience. People prefer to buy from people (and brands) they relate to. Communicating on the basis of truth and honesty sets that as the baseline and helps to establish trust with your users. This can be done when introducing new policies or when there is a problem, making sure your straight forward. Your voice should always align with your brand promise.

Be honest & approachable

Bold brands might win but don’t make claims that you can solve every problem under the sun for your customers. Approach your audience in a tone that’s human, honest and helpful while also being authoritative. When brands strike that balance in the messaging they create, they position themselves as being trusted partners versus just sellers of goods.

Be transparent

There is enough brand variety worldwide to make any consumer happy. Only your relationship with each individual will set you apart. When a customer can leave your app experience unsatisfied but connected to your narrative, they will return and tell their friends about their experience. This is one of the most powerful byproducts of brand transparency.

Know audience values

A huge part of brand loyalty lies in consumer’s values. Do they value ethical or domestic manufacturing practices? Or perhaps they care about charity commitments and want to feel like their money is going towards something altruistic. Social listening & focus groups can tell you specific language that highlights the most important values to focus on.

Add customer voices

Being transparent means that not only are consumers reading your side of things but are able to see how other consumers are interacting with the brand and what their peers are saying. This can be done with accessible reviews, comments, or by integrating a social aspect that gives an authentic narrative that isn’t controlled by your company’s agenda.

Create thoughtful content

Pushing relevant content adds value to how consumers interact with your brand which is important considering 41% of consumers admitted to unfollowing brands who fail to. Apps with utility should organically foster brand loyalty. Featuring things such as care tips for products or recipes shows that you’re considering their daily life and how your brand or products are a part of that.

Being smart about when to deploy Call-to-Actions

Show users the content they want to see and retarget them later with push notifications. It doesn’t always make sense to go straight to the call-to-actions even if that is the ultimate goal. Consumers are increasingly sensitive to feeling locked into actions falling into pushy marketing schemes.

Have a cohesive brand message

No matter what you’re saying, it should always support the core vision of your brand. Every communication touchpoint matters, which means a brand’s sense of self must shine through all of them.

Laura Little

Laura Little

Laura graduated from Virginia Commonwealth University and holds a degree in Creative Advertising. She’s passionate about authentic narratives, finding what a brand believes in and figuring out how to best translate that to consumers. She feels fortunate to have worked in and have experience in just about every part of the advertising and marketing world. In her downtime she can be found going on outside adventures with her dogs, enjoying local breweries, or doing experiments in her kitchen.

Welcome to Miami: Shockoe is going to Future Stores

Welcome to Miami: Shockoe is going to Future Stores

We’ve got our sunscreen packed and we’re ready to lend our knowledge at Future Stores Miami by speaking and moderating on digital unification for retail customer experiences.

Future Stores brings together retail executives from across the country to discuss how re-imagining physical stores is the key to growth in today’s retail environment. This event provides attendees with success stories and insights to build a strong omni-channel strategy.

Some of the talks & panels we’re most excited to contribute are:

  • Omnnichannel Is Not Enough: Empowering Buying In A Mobile-Obsessed World
  • Panel Discussion Remix: Adapting Your Retail Experience To Be In Tune With Your Customer & Product

Today’s successful customer experience means a unified journey across channels. Mobile retail technology has the potential to touch a customer’s life in meaningful ways like never before. The doors of opportunity are open to creating this seamless, consistent experience & we’re excited to be a part of that at this conference.

If you’re interested in learning more or will also be attending Future Stores, we’d love to speak with you! Click the link below & we’ll make it happen.

Why Using Mobile for Customer Support is the Smartest Thing You Can Do

Why Using Mobile for Customer Support is the Smartest Thing You Can Do

If you go to a diner and the server is super nice, gets your food out fast & makes sure you never have an empty glass – you’ll factor that into deciding to go back to eat there. However, you probably won’t tell your friends or leave a review. Yet; if the same server takes forever to greet you, puts in your order wrong, and seems less than enthusiastic you will have something to say about it. Point being:

  • Customers who have a bad experience are 2-3x more likely to write an angry review than customers who had a great experience are to post a happy review.

This is bad news if the server in the situation is your brand. According to a formula worked out by a leading business strategist:

  • It takes roughly 40 positive customer experiences to undo the damage of a single negative review.

Bad customer service is a huge killer of brand loyalty. By focusing on reducing dissatisfaction, you build more customer loyalty than by taking action on increasing satisfaction. Ways to reduce dissatisfaction are both easier to identify and take action on. This is important considering that according to NewVoiceMedia U.S. companies lose as much as $75 billion each year due to poor customer service and support.

Below we’ll highlight ways you can keep this type of damage from happening to your brand credibility.

The Power of Responsive FAQ

By building robust customer support into your mobile experience, you can give the consumer a chance to solve the issue in-app. Having an easily accessible FAQ section handles this if you:

  • Make it Searchable: Having an auto-fill search that anticipates the user’s intention as they type will help them know more specifically what they’re trying to solve.
  • Establish Metrics and Feedback Loops: make your FAQ section a living, breathing entity, that changes along with its readers. If 380 people have opened the “How do I cancel my subscription?” article but 200 of them are still contacting customer support after than you need more in-depth info.

When you empower customers to solve issues themselves, you streamline support processes and develop proactive measures- ultimately saving time and money.

Give consumers the channel they want to use

Keep up with mobile users’ expectations by innovating in handling problems or issues. According to a report, 81% of companies with well-built capabilities for delivering excellent customer experience are outperforming their competitors. For mobile app developers, 800 numbers, website forms, emails, and other desktop-based methods are not effective enough to reach your mobile users.

Building a chat interface into your app eliminates communication barriers, significantly increasing the chance that consumers will actually contact support.

Furthermore, omni-channel customer support is tomorrow’s blueprint for customer satisfaction and success. It takes multi-channel support a step further, focusing on customer support from the customer perspective. Rather than fragmented interactions, omni-channel is all about cohesive customer experience. If you chat with support on mobile, tomorrow’s email case shouldn’t restart the conversation, it should continue it.

Ways to Make Mobile Support Work

  • Decrease wait times for support tickets by searching for problems or issues with similar themes.
  • Put in place an automatic follow-up system to help you focus on those users who still need help with their issues.
  • Deeply integrate your customer service software within your app – Automatically collect information about your users and their devices when servicing problems or issues to avoid annoying, repetitive, and time-wasting questions.
  • Utilize push and in-app notifications when replying to a user’s message.

The average annual value of each customer relationship lost to a competitor or abandoned is $289. Great customer service needs scalable and modern support software to efficiently manage incoming tickets.

If you’re investing in mobile, it only makes sense to devote time to a well-rounded customer support strategy including tools designed natively for mobile.

Laura Little

Laura Little

Laura graduated from Virginia Commonwealth University and holds a degree in Creative Advertising. She’s passionate about authentic narratives, finding what a brand believes in and figuring out how to best translate that to consumers. She feels fortunate to have worked in and have experience in just about every part of the advertising and marketing world. In her downtime she can be found going on outside adventures with her dogs, enjoying local breweries, or doing experiments in her kitchen.