The benefit of mobile is that brands can reach users faster and more often. The downside? Customers expect the same in return: more rapid communications and quicker resolution of issues.
Some proof is contained in a new tyntec (a telecom-web convergence company) and Ovum report dissecting new trends in how consumers utilize various communication channels to interact with customer service agents.
“Customer Engagement Shifts to Mobile Messaging” suggests that “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,” according to a new tyntec report.
“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, Ovum’s lead analyst for digital communications and social networking.
Ovum’s recent online survey of 1,000 consumers in the U.S. and Germany unearthed the following nuggets, among others:
- There’s a “need for speed.” Mobile messaging is now essential for the omni-channel customer journey. “Consumers have a low tolerance for waiting and expect a fluid communication experience, especially when it comes to interacting with customer service agents.”
- Email and Voice Wane, While SMS and Chat Apps Preferred. Email and voice are still commonly used communication channels, but the survey uncovered 56 percent of respondents would like to send an SMS to their customer service agents using the same number they use to call them. Why? It’s considered less time-consuming and more convenient.
- Customers want to text back. Two-Way SMS may be the wave of the future. “The primary reasons include, less time consuming (44 percent), more convenient (42 percent), and less frustrating (30 percent). Based on these findings, Ovum expects enterprises will increase engagement with SMS-enabled customer service and partner with service providers that enable connectivity for two-way text.”
“With users expecting near-real-time issue resolution, it’s key that service providers map the customer journey with the communications channels that meet the requirements,” said Marco Lafrentz, product manager at tyntec.
The full report and infographic can be downloaded here.