That's why it's important to have a consistent mobile customer experience

In the hyper-connected world we live in, it's disconcerting to see cases where brands are activating mobile experiences disappointing or even broken for their customers. The ultimate frustration, however, is that a company tries to meet the minimum requirement to start with a clean, mobile experience, and then connect to other nonreactive digital properties to perform a task or continue the journey. an user. As an experienced in an agency, it is unacceptable to set minimum requirements to accommodate mobile users. Each step of a customer's journey must be adapted to a consistent mobile experience, emphasizing accessibility. As a runner, I think it's like starting a race on a smooth paved surface, but being forced to make a detour through a muddy path for most of my course. Not funny. Not happy.

A gap in the understanding of the practical application of some mobile-centric terms can be at the root of these problems. The buzzwords of the mobile experience, such as "mobile first" or "responsive with fluidity," are valuable to today's marketing and communications professionals. However, some people use these terms without really knowing their meaning. It's one thing to use jargon in a conversation. It's very different to know how to create this type of experience for customers. This is where we see the brands that struggle the most: kind words, good intention, inspiring ideas, but reference to an incomplete strategy (or no strategy at all), resulting in poor execution, poor results and impact. minimal impact on key business results.

The way consumers access content is constantly changing and, along with the more sophisticated expectations of personalized messaging, brands need to work much smarter to know how to connect with customers. The startup community is an excellent example of those who are paving the way for more consistent, watertight, cleaner, and more personalized mobile experiences. The opportunity of a blank slate allows these young brands to make a fresh start, with the opportunity to take advantage of the best technologies and approaches. It is not that more established brands ignore the needs of users, quite the opposite. The fact is that more established brands with an existing digital ecosystem have the daunting task of switching from older technology. The tasks of migrating to contemporary platforms that enable enhanced mobile experiences are not only complex but can also be extremely expensive.

The inability of older, more established brands to evolve at a faster pace has given way to new businesses, and these younger brands are taking advantage of an evolving competitive landscape slower. Look at the insurance industry – new brands, such as Lemonade and Oscar, have incorporated the latest interactive experiences to engage with users in the context of smaller devices. It's not that traditional brands do not offer a mobile experience. that goes back to my previous point – the execution. Ask users to complete a mobile response form, continues to ask users to fill out a form. The integration of an automated chat interface to help users perform their tasks is where you see the progress of the execution. While Lemonade and Oscar take a unique approach to what they do, they are extremely user-centric and embody what it means to engage users according to the terms of use.

Many brands offer incredible mobile experiences, but unfortunately, the threshold of tolerability becomes much smaller. Consumer expectations will continue to grow. The technological landscape will continue to become more sophisticated. The quality of the design of custom experiences will continue to become more specific. Brands must constantly remember to challenge traditions and conventions to ensure that they meet the needs of their customers regardless of their experience.

The opinions expressed in this article are those of the invited author and not necessarily those of Marketing. Earth. Associated authors are listed here.

About the Author

As Senior Vice President of Experience at Hot Paper Lantern, Caleb Freeman is responsible for ensuring that Interactive creation includes: best of all models, customer technology, brand continuity, and insightful user data. In addition to helping lead projects and accounts, Caleb serves the agency by identifying new approaches, processes, and methodologies that enable HPL to generate creative solutions aligned with business outcomes and project goals. With experience in creating user-centric solutions, Caleb has led projects and initiatives for a variety of companies ranging from technology startups to Fortune 500 companies. Experience and projects Caleb's previous brands include B2B and B2C brands, including Facebook, Nestle, AIG, MINI, EY, Bristol-Myers Squibb and Avon.

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