Companies are falling well below par when it comes to delivering a satisfying mobile experience for customers, a new study reports
Mobile is quickly emerging as a vital component for ecommerce, but despite its growing use, companies are failing to deliver a truly satisfying mobile customer experience, a new study claims.
Released by software company, LogMeIn, and research firm, Vanson Bourne, the Effective Mobile Engagement Report 2016 surveyed 8000 consumers including 1000 in Australia and New Zealand and found mobile is quickly emerging as a vital component for ecommerce. Respondents reported 18 per cent of all of their purchases in the last year were made on mobile devices, with 72 per cent of consumers making at least one purchase via their mobile device in the last year.
Despite these trends, the report revealed only 52 per cent of respondents globally are satisfied with their last mobile engagement with a business. A staggering 91 per cent said it was unlikely they would do business with a company following a bad mobile experience and 38 per cent of consumers reported having left a website in the last four weeks due to difficulties finding support contact information.
When looking for product or service information, 45 per cent reported giving up within a minute of their search and 63 per cent admitted they used a search engine to get answers to questions over a company’s website or app.
More than two-thirds had also abandoned a mobile experience because it was too difficult to initiate contact with the company and 93 per cent wanted a way to contact a real person during a mobile experience.
“There are more ways than ever for companies to engage with customers and mobile is a vital part of a company’s ecommerce success, LogMeIn's vice-president of product marketing for customer engagement and support, Dave Campbell, said.
“Customers expect a seamless experience and access to information across all of the channels and devices they use. While not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.
According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...
Clyde Griffith
Forget customer experience, human experience is marketing's next frontier
Great tips for tops skills need to develop and stay competitive
Nick
The top skills needed to stay competitive in a rapidly changing workforce
The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...
Heather
It’s time for marketers to rethink their approach to ‘loyalty’
Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...
Holly Smith
Adidas taps data and technology smarts to build personalised digital engagement with consumers
clearly someone who's jealous and only comments from the safety of being behind their keyboard
Peter Sibson
The purpose of purpose - Brand science - CMO Australia