Mobility has profoundly changed our customers’ habits and expectations, and companies are hustling to keep up. In the mobile marketplace, the biggest business challenge isn’t connecting to potential clients—it’s figuring out how to form stronger, more dynamic customer relationships.
And the stakes have never been higher. Today’s omni-channel customers carry their mobile devices everywhere and expect instant access to information, transactions and support. They also have increasingly high expectations that their customer experiences will be consistent across all channels.
To succeed in this environment, businesses need to develop a compelling mobile engagement strategy, one that continuously earns them the privilege of residing in customers’ mobile devices and be carried around in their pockets. Two important components of your mobile engagement strategy could include building metrics around customers’ mobile activities and providing employees with the tools to make the most of the new mobile paradigm.
Use Metrics to Better Understand Your Customers
Using a Wi-Fi network and location sensors can capture valuable metrics that can form the basis of powerful sales campaigns. Customer data typically remain anonymous and are aggregated in reports, and enable marketing and customer experience strategists to:
1. Understand traffic patterns in and near their stores, and plan accordingly
2. Better understand consumer behaviour and the preferences behind it
3. Focus marketing campaigns by location
4. Deliver relevant mobile offers in real time
If a customer agrees to share information (through a loyalty program or other offer, like guest Wi-Fi), metrics can be associated with that individual and used to target them with personalized messaging suited to their tastes.
Equip Employees to Better Serve Customers
Employees can also use mobility’s vast potential for customer engagement to transform the in-store experience. Mobile tools and applications like mobile clienteling can help employees make the right decisions, instantaneously. The benefits of employees having access to real-time information include:
1. More personalized service, which enhances customer satisfaction
2. Significantly improved save-the-sale capabilities
3. Better on-shelf product assortment, which both improves the customer experience and increases sales
4. A more efficient supply chain through more timely inventory counts
Mobile consumers are redefining the customer experience, and businesses can do more than simply respond—they can consciously, strategically and directly engage with mobile consumers and be central to this transformation.
How is your business using mobile and wireless solutions to engage with customers?