The 2010 customer expected you to provide her with an easy way to find what she was looking for -- prices, product features, reviews or account information.
The 2014 customer expects you to anticipate what she might want and present it to her, in context, perhaps even before she knows she wants it.
Smart phones have created this change. All of us are in the midst of a mobile mind shift. We have learned that whatever the question, the answer is on the phone. Does this product come in my size? What’s the name of that song? Did the US qualify for the second round of the World Cup?
Whatever the question, the answer is on the phone. We don’t want to look for the answer, we just expect it to be there.
Fact: According to Forrester Research, 42 percent of online adults in the US expect a company they deal with to have an app.
Fact: Over 2 billion people worldwide will have smart phones within three years.
Fact: The million-plus apps in the Apple App Store have been downloaded more than 60 billion times -- that’s more than eight downloads for each person on planet Earth.
What does this mean for customer experience?
The Mobile Moment
I've been working with clients on this. For years, we have been helping them with journey maps -- step-by-step diagrams of customer processes. All journey maps reveal problems, places where customers become unhappy, frustrated or confused. Companies often had the information to solve these problems -- the difficulty was getting that information together with the customer when the customer needed it.
Mobile solves many of these problems by providing the service or information to the customer just as it’s needed. Here’s how to think about it.
Your customer experiences many mobile moments. A mobile moment is a point in time in space when she pulls out her mobile device to get what she wants, immediately, in context. If you are there in that mobile moment, you win her loyalty. If not, someone else, typically an entrepreneur, will steal that moment and interfere with that relationship.
What are some examples of mobile moments that enhance customer experience in customer journeys?