The Power to Change Your Business is in Your Hands...and Your Customers

Research and best practices to exceed mobile experience expectations.

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THE POWER TO CHANGE YOUR BUSINESS IS IN YOUR HANDS...AND YOUR CUSTOMERS’

Nearly a third of all Americans admit that they can't live without their mobile phone. You are more likely to know where your mobile phone is than your car keys. It's become a preferred channel for interactions, both personally and professionally.

As a business, are you up to the challenge of meeting mobile customer expectations? Because if you aren’t, your competitors gladly will be.

This eBook includes research and best practices to help companies keep pace with fast-paced mobile consumers.

Access research findings from The 2015 TeleTech Mobile Customer Expectations Study

Get moving with 7 best practices for mobile customer experience

Keep up with mobile technology and organizational trends

Tune up your engine for a long-lasting journey

IN THIS eBOOK

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Most companies know they must commit to mobile as a primary interaction channel. But few currently succeed at keeping up with customers’ true mobile needs.

TeleTech surveyed more than 400 U.S. adults to gain insights on consumers’ usage and expectations for mobile experiences across a number of industries. The results reveal a gap between consumer expectations and the mobile experiences businesses deliver.

“ Companies aren’t devoting enough time and energy to understanding what customers’ mobile experience expectations are.”

— TRAVIS LOW, REVANA DIGITAL

Reprinted from Customer Strategist, Volume 7 Issue 2. ©2015 TeleTech Holdings, Inc. All rights protected and reserved. www.customerstrategistjournal.com 4

BENCHMARK : MoBilE CustoMER ExpERiENCE

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How well are companies meeting your mobile expectations?

Understanding what’s most important to customers in their mobile experiences is critical to delivering the types of experiences customers want and expect. For instance, we found that more than 88 percent of retail customers use their mobile devices to search for products. So it would be beneficial for retail leaders to optimize mobile search capabilities.

An effective way for organizational leaders to evaluate and act on customers’ mobile behaviors is through the use

of speech and text analytics. “Interactions that customers have with sales associates and contact center reps offer rich insights about how customers are using their mobile devices, along with feedback they share on the types of capabilities they’d like to have that aren’t currently provided by a company,” says Low. A deeper understanding of customer behaviors and preferences can enable sales, marketing, and customer care leaders to design the types of experiences customers are looking for.

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BANK

HEALTH INSURER

RETAILER

MOBILE PHONE PROVIDER

CABLE PROVIDER

= Poor = Could be better = So-so = Good = Awesome

54% 51% 42% 37% 34%

i don’t wish to interact via mobile with:

non-mobile preferences

Also telling in the research is the percentage of respondents who did not want to interact with companies via their mobile device. As mobile usage grows, we expect these figures to decline.

...my health insurer

...my mobile carrier...my bank ...my favorite

retailer

...my cable/satellite/ internet provider

22%

18%

23%

15%

14%

25%

18%

30%

17%

18%

21%

42%

31%

30%

41%

14%

12%

7%

20%

16%

18%

10%

9%

18%

11%

CSv7i2_Bechmark_061515_final.indd 9 6/15/15 9:20 PM

Source: TeleTech

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Understanding what’s most important to customers in their mobile experiences is critical to delivering the types of experiences customers want and expect. It can also help drive innovation with new ideas that meet their needs in unanticipated ways.

CHAT LEADS MOBILE CUSTOMER WISH LISTSOptimizing current interactions is important, but so is planning for new ways to interact. Across the board, the top mobile features customers want are video or text chat for sales and service. After chat, other results show the desire for customers to have more robust (and complex) interactions via their devices.

“ When it comes to mobility, value is only created when the end user picks up a mobile device and uses an app to complete a task with a better outcome than was previously possible.”

— ADRIAN LEOW, GARTNER, DECEMBER 2014

MOBILE CONSUMER

WISH LISTS


BANK:

1. Make deposits

2. Create/modify an account

3. Apply for a loan

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Mobile customer interaction wish list, by industry (besides chat):

heAlth iNsurANCe:

1. Check medical test results

2. evaluate medical costs

3. Check claim status

retAil: 1. evaluate and compare

pricing2. receive in-store push notifications3. Other customer

service tools

Chat leads mobile Customer wish lists

Optimizing current interactions is important, but so is planning for new ways to interact. Across the board, the top mobile features customers want are video or text chat for sales and service. After chat, other results show the desire for customers to have more robust (and complex) interactions via their devices.

0 20 40 60 80 100

020

4060

80100

Fill the Customer expectation Gaps

MOBile phONe CArrier:

1. Download/access

entertainment

2. search products

and services

3. Make purchases

020

4060

80100

CABle/sAtellite/ iNterNet prOviDer: 1. upgrade/downgrade service packages2. receive proactive notifica-tions from the company about my account3. search products and services

0 20 40 60 80 100

Across the board, mobile customers most want to interact with companies via video or text chat.


Mobile customer interaction wish list, by industry (besides chat):

Source: TeleTech

Across the board, mobile customers most want to interact with companies via video or text chat.

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Besides the idea of “cool” technology, there are growing financial benefits to providing solid mobile experiences. The more pervasive mobile becomes, the higher these numbers will go.



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LikeLihood to switch or pay more


Where There’s Mobile, There’s Roi PotentialWhile most respondents to the TeleTech survey indicated they’re not likely to jump ship to another company that offered a better mobile customer expe-rience, the survey results reveal that there is financial upside to a good mobile experience.

Providing customers with the types of experiences they want isn’t simply a matter of preventing churn. Optimizing the mobile customer experience and making it easier for customers to interact with your company via mobile will help lead to better mobile engagement, since customers will come to count on your company to deliver exceptional experiences. Meanwhile, better experiences

will also likely translate into higher revenue opportuni-ties and greater word-of-mouth recommendations that can strengthen business results as customers will spend more time interacting with your brand.

And in many cases, mobile interactions can take the burden off of other, more costly interaction channels, making for more efficient and effective customer experiences.

So while our research found that a relatively small percentage of consumers would switch companies or pay more for superior mobile experiences, those small figures represent millions of consumers and revenue potential.

Respondents who are somewhat or very likely to move to another company if it offered desired mobile experiences, by industry:

Respondents who are somewhat or very likely to pay more for a desired mobile experience, by industry:

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Cable/Satellite/inteRnet pRovideR Retail

mobile phone CaRRieR mobile phone CaRRieR

Retail bank

bank Cable/Satellite/inteRnet pRovideR

health inSuReR health inSuReR

16% 9%

15% 9%

14% 7%

13% 7%

9% 6%


Source: TeleTech

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Don’t consider mobile to be an accessory to your other ways of interacting with customers. It’s not another channel – it’s becoming THE primary channel for conducting business. As the saying goes, you’ll have to either lead, follow, or get out of the way. Leaders think of unique ways to start with mobile to deliver superior customer experiences. Technology advancements can help you draw the roadmap of what’s ahead, but customer focus will set you in the best direction.

“While a mobile-first strategy may suit some companies, the better idea is to think customer-first.”

— MIKE BETZER, CEO, HUMANIFY

Take advantage of technology trends to create more valuable mobile customer experiences.

TOP 10 MOBILE TECHNOLOGIES AND CAPABILITIES, 2015-20161. Multiplatform app development tools2. HTML53. Advanced mobile UX design4. High-precision location sensing5. Wearable devices6. New wi-fi standards7. Enterprise mobile management (EMM)8. Mobile-connected smart objects9. LTE and LTE-A10. Metrics and monitoring toolsSource: Gartner

MORE THAN TECHNOLOGYClearly define the employees responsible for building and managing mobile interactions, and encourage collaboration and feedback from other players who have a stake in the customer experience.

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Let customers take the wheel. Listen to what empowered customers want and need to strengthen engagement via mobile channels.

Get ahead of the pack with a customer-focused approach to mobile experiences.

Give customers a chance to contribute. Customers are more likely to share information about their mobile preferences if you explain to them how it will enhance their experience.

Use Voice of the Customer data. Gather customer feedback from call center recordings, chat, email, SMS, and social media comments to better understand customer preferences.

Don’t just collect data, act on it. Following through on customer feedback demonstrates transparency and builds trust.

Try new approaches. Look for fresh ideas outside of what customers propose or what’s being applied in your industry. Uber’s mobile app revolutionized the taxi industry, for example.

Strive for a seamless experience. Consider how sales, marketing, and service experiences should be integrated into mobile channels to meet customer needs and how the user interface should flow intuitively.

Appoint a customer insights leader. Make it a priority to better understand your customers and track how their behaviors and needs are changing, in mobile and elsewhere.

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PROBLEMA leading wellness brand couldn’t keep up with the expectations of its members about when, where, and how to interact. It needed to personalize the member experience and be available when and where customers wanted to connect.

SOLUTIONWe helped the client leverage mobile customer interactions with our HealthConnect integrated mobile tool. The client’s members can reach wellness coaches 24/7 directly via a mobile app. Voice and chat interactions occur completely in the mobile environment, where data is collected and added to each member’s profile. A searchable knowledgebase was added to the mobile app for easy self help, as well.

RESULTS

— Added 4,000 expert customer care resources to its care operations.

— Only 5 percent of mobile interactions escalated out of the self-service environment to voice.

— 73 percent of answers in the initial knowledgebase pilots were resolved by customers themselves.

Source: TeleTech

Innovations in Mobile Customer Care Bridge Technology and Humanity

CASE STUDY

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Mobile customer experience is a new way of doing business. Be sure the future path is frictionless for maximum speed and agility. Prepare yourself before hitting the road, and have a great trip!

CHECK-IN REGULARLYMobile is in its relative infancy. Customer usage and behaviors are constantly changing, so continually monitor and adjust to consumer actions.

PLAN FOR THE FUTUREUse customer journey maps to better understand how and when customers use their mobile devices and to identify and act on any points of friction that can overturn the mobile experience.

PUT THE CUSTOMER FIRSTKnowing how to deliver the types of mobile experiences customers want begins with developing a deep understanding of target customers along with their behaviors, preferences, and needs.

ABOUT TELETECHTeleTech is a leading global provider of customer experience,engagement and growth solutions. Founded in 1982, the Company helps its clients acquire, retain, and grow profitable customer relationships. Using customer-centric strategy, technology, processes,and operations, TeleTech partners with business leadership across marketing, sales, and customer care to design and deliver a simple, more human customer experience across every interaction channel. Servicing over 80 countries, TeleTech’s 40,000 employees live by a set of customer-focused values that guide relationships with clients, their customers, and each other. To learn more about how TeleTech is bringing humanity to the customer experience, visit TeleTech.com.