Blog Post

06 January 2014

How to Exploit Social and Mobile for a Better Customer Experience

Online interaction is a key facet of modern customer experience. If you ever bump into a firm or company without a website or social media account, you’ll likely question its credibility and do business elsewhere. But social media is now a paramount online platform for customer interaction. And as smartphones and tablets proliferate, businesses must think how to interact with consumers and use social media and mobile technology to their benefit.

The Impact of Social Media and Mobile Tech

The mediums consumers use to reach businesses and organizations have doubled during the past few years. And the Internet has become the consumers’ medium of choice to share their views about a company, a product, or a service.

But how indispensable is social media? A survey by Avaya has found that half of consumers tend to purchase a product from a brand with a social media page. About 56 percent of consumers who actively participate on social media to deal with businesses feel a more secure connection with them. Thus, social media is nowhere near from being water under the bridge.

As social media is taking the online world by storm, mobile technology is making big strides of its own to reach customers. And the platform has become ubiquitous for mobile marketing services. A new study revealed that 63 percent of smartphone users will use online coupons for the best prices. It also showed that 57 percent of smartphones users want companies to send them location-based offers. About 80 percent of respondents said that their preferred brands sent promos or other marketing efforts on their smartphones.

How to Exploit Social and Mobile for a Better Customer Experience

The rapid growth in social networking sites, smartphones, and tablets means the future of marketing and customer experience skew toward social media and mobile technology. Here’s some ways to get started:

1. Location-based Marketing

Location-based marketing is among the most-used ways to interact with customers who check in through social media. Some establishments give special offers to customers using location-based social networks such as Foursquare, along with other valuable information such as nearby services.

2. Mobile Point-of-Sale

A mobile point-of-sale allows customers to register without standing in checkout lines. This allows your employees to use mobile technology to check out your customers anywhere they are in the store. It offers a more convenient experience for them. And it cuts the number of customers who lose patience and walk away from long checkout lines and long service times.

3. Mobile Shopping

Mobile not only focuses on marketing, but it also leads to making a real sale. Webpages or apps built for mobile devices are crucial for a high conversion rate, so that customers don’t get baffled or discouraged using small buttons and filling up long forms.

Big data also creates a tailored customer experience, such as a webpage designed from previous purchases and searches. It also feeds a mobile shopper’s desire to find and pay for a product or service in a quick and efficient way.

4. Well-versed Salespeople

Some businesses equip their salespeople in brick-and-mortar shops with iPads and other mobile devices, so they have quick access to product details within a few taps. Specialty shops can benefit from information about each customer, including past purchases. And the salesperson will have a better idea of the customer’s taste or preference, giving a better sales pitch and maybe throw in a few accessories.

The growth of social media and mobile technology will continue to streamline customer experience. And businesses that actively adapt to changes in new mediums will reap great benefits from a loyal and happy customer base.