Today’s customers are always on their smartphones. In order to understand what customers want and provide them with a superior customer experience, marketers must optimize their offerings to be mobile-friendly. However, this is one area where many brands fail. Most companies focus on creating a marketing funnel that is traditional, in the sense that it is completely linear and does not consider myriad channels like mobile. While every marketer wants to streamline the customer journey, it is important to have a more holistic approach. Marketers need to start centralizing on the mobile customer journey.
An important question here would be what is the mobile customer journey? The mobile customer journey can be defined as the sum total of interactions that your customers have over the mobile device, while in the process of purchasing an item. Simply speaking, it is the overall customer journey of the mobile customer. By capturing the power of mobile, marketers can identify any gaps in the digital customer journey and use mobile to fill in the same. Here, just making websites mobile-friendly and developing mobile apps isn’t enough. Brands need to dive deep into the world of mobile and start optimizing every digital strategy to incorporate mobile capabilities.
Why go mobile?
Transformative growth of a company is only possible if the brand can harness the power of mobile. The smartphone is a powerhouse of data and insights related to the customer. Customers use mobile to gather information, make decisions and take feedback about products and brands. Marketers who can harness the power of mobile can gather valuable customer insights and use the same to create personalized campaigns. Mobile CRM is the easiest way to optimize the customer journey for mobile users and drive profitability.
The primary reason for the rising popularity of mobile marketing is the ease of use of smartphones as compared to PCs. Customers prefer to use their mobile devices to gather info and make purchases. As a result, brands are focusing on optimizing the mobile journey with the help of tools like a mobile customer journey platform. Since your customers prefer the smartphone as a medium of connectivity, marketers must also work on enhancing the customer mobile journey to be more convenient and efficient. Brands should not only work towards making mobile apps and mobile websites easy to navigate and use, they should also understand any pain points across the end-to-end mobile journey and remove the same, to provide a seamless and beneficial experience.
For the mobile journey to be effective, the user experience must be beyond customer expectations. Brands that can optimize their mobile websites and mobile applications to provide a consistently superior experience can ensure customer retention. The website and application must be designed to be user-friendly. But for the mobile journey to be truly effective, the mobile app and website should be aligned with the customer’s intentions. Marketers should first research extensively on what are the needs and requirements of the customers and design the mobile app and website to satisfy these intentions. For example, if the intention of your customer is purchase, then the purchase/cart page should be optimized to be fast, convenient and easy to navigate.
One of the biggest advantages that a mobile customer journey offers is the creation and availability of new and improved opportunities. Brands make use of a mobile CRM to use the myriad features available in CRM platforms to capture rising opportunities. These features include geofencing, AR/VR, new technologies like PWAs, hybrid apps and more, which can be used to reach new target markets, acquire new customers and retain existing customers with improved services. As a brand, it will be useful for you to ensure that the customer mobile journey is futuristic and seamless. For this, marketers must incorporate new-gen technologies into the end-to-end mobile customer journey to make it productive, which can be done with the help of a mobile customer journey platform.
Overall efficiency and productivity depend upon omnichannel engagement. Customers will engage with you via various channels and platforms, like email, social media, telephone, SMS and more. Most of these channels will be accessed via the smartphone. As a marketer, you must ensure that the customer is seamlessly engaging across all channels. While this may seem like a complicated task, designing a mobile journey map with the help of a mobile CRM can help. By creating a holistic mobile journey, marketers can also identify any existing discrepancies across different channels, before customers find the same. For example, if your brand interacts with customers across different channels like social, email, web, app etc., it might be difficult for a single marketer to notice gaps across all the channels and there will be chances of human errors. On the other hand, a mobile customer journey can easily identify any gaps across channels and ensure these gaps are removed in time, driving customers to engage effectively with the brand.
Brands must start focusing on their mobile customers, as they are the ones who take up the lion’s share of the target market. By analysing and understanding the needs and requirements of the mobile customers, marketers can create a customer journey that is mobile-oriented as well as results-oriented. In addition, a holistic mobile customer journey comes with several features that can help you drive efficiency and revenues.
At Talisma, our experts can help you create a transformative customer journey streamlined to be mobile-friendly.