A successful mobile strategy is not only about well-designed mobile interactions with customers. It should enhance customers’ overall experience with your organisation, including your offline services. Through mobile devices, you can offer services that are relevant and valuable to on-the-go customers. After all, mobile apps are not magic, they cannot compensate for inadequate offline services.
A mobile app alone may not get you much closer to your customers. For starters, most apps are designed primarily for users, not customers. Secondly, most apps are designed to allow users find information or complete transactions by themselves. Therefore, if other non-mobile channels are offering more services and support to customers, people are unlikely to make an effort to learn and switch to the app. Instead of simply creating an app, businesses must rethink their mobile strategy, and design services that are relevant to mobile customers.
Know the wider customer context
Mobile services enable customers to stay informed in a specific and contextual way. Travellers, for instance, are kept up to date on their journey based on their location and schedule. Understanding the wider context of mobile customers enables service providers to design interactions that are supportive of their overall service.
Raise customer awareness
Mobile channels are very helpful in increasing customers’ awareness, which in turn increases the effectiveness of the service or activity. If the customers are required to perform some actions, such as showing up for a medical appointment or taking medications, mobile channels are useful in supporting them to undertake their role in order for the service to be effective.
Design for the overall service
Each mobile interaction is generally short and has only a single purpose. Customers probably do not prefer to apply for mortgages through smartphones, but they may appreciate a smartphone app that tracks the progress of their applications. This is an example of how mobile interactions support and enhance services in a wider context.
Therefore, mobile services must be designed in this wider context. It requires a thorough understanding of the customer lifecycle, and how their different needs can be addressed by the personal, contextual and immediate qualities of a mobile service.
Mobile app is not magic
Mobile apps can enhance services and offer customers the convenience while on the go. A successful mobile service depends on how it is designed, introduced and supported. Having said that, no mobile app can compensate for poor offline service experience.