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Tuesday, April 30, 2013

Mobile Innovation Series (Part 5): Innovating Customer Experiences

Shutterstock_100242539As introduced four weeks ago, I'm currently running a 6-Part Article Series on Mobile Innovation that illuminates 5 mobile innovation strategies across brand engagement, sales channels, product offerings, customer experiences, and value propositions. 

So far I've explored three strategies: innovating brand engagement through mobileinnovating sales channels through mobile and innovating product offerings through mobile.

And that brings me to strategy #4: Innovating Customer Experiences through Mobile.

Marketers go to extraordinary lengths in order to acquire customers. And customer courting hits all the hot buttons—between deep discounts, special upgrades, and extra benefits, customers are made to feel special for doing business with these companies. But once prospects have been converted into customers, marketers must focus the majority of their resources on acquiring more customers.

Yet the majority of complaints from customers don’t pertain to the buying process; their anger is sharply focused on the experience thereafter. (Just search Twitter for any major brand and the frustration from customers is on full display.) Poor experiences lead to customer attrition, which presses marketers to focus on acquiring yet more customers in order to make up for the high rates of churn.

It’s a numbers game that is played out every month, with the hopes of more customers gained than lost. 

Mobile is a boon to the customer experience, because mobile provides myriad ways for marketers to delight customers and improve their experiences in ways that they previously weren’t able. 

Innovation-through-mobile-CK-ebookIn this segment, I guide marketers on how to wield mobile as a way to identify innovative ways to streamline customer interactions, remove friction from customer-centric processes, and deepen the overall brand experience for customers. Included are case examples of sophisticated companies tapping mobile apps, mobile augmented reality, and mobile technologies to innovate their customer experiences through mobile.

Get Part #5 here. And for other mobile-innovation content, please choose from the below: 

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