For the first time, mobile phones account for the majority (53%) of all web traffic and a whopping 32% of e-commerce revenue. Additionally, when it comes to Gen Z, 78% say mobile is the most important device to get online. As we look to the future, CX leaders need to recognize that mobile is not just chic–it’s reality and it’s only going to get bigger. Mobile is king, and we predict a shift in how companies bow to the monarchy by prioritizing mobile over other channels.
Speaking of royalty, content will always be king, but how it’s displayed can make it or break it when it comes to CX. Quality over quantity is a must, but readability is even more important since 57% of users won’t recommend a business with a poorly designed mobile site. Furthermore, great consideration should be given to notifications and in-app support (e.g., being able to chat or video chat within an app or receive documents such as maps, documents for assistance, etc). Consumers want to do business where they are and that means being able to use their mobile devices to communicate how they want–be it texting, voice, chatting, or via messengers, while they are on the go.
When it comes to mobile communications, we foresee a shift to asynchronous messaging. This type of intermittent conversation allows the user to take a send-it-and-forget-it approach to contacting customer service or interacting with a business. Instead of waiting on hold or keeping a chat window open for an extended time (“Hello? Are you still there?”), asynchronous messaging offers the convenience of letting the user respond at their own pace via text messaging, and continue the conversation when it is most convenient for them. It’s a huge CX value add for any brand.