Is Your Company Ready for the Mobile Rush on Cyber Monday?
Mobile transactions accounted for 22 percent of online sales on Cyber Monday in 2012, an increase of 100 percent from 2011, according to Adobe. It's clear mobile commerce is a growing industry, especially during the holiday season, which begs the question: Is your brand ready for the mobile rush?
With the holiday season quickly approaching, it's time to prepare for consumers flooding your mobile site and apps, as well as more customer questions and concerns than average. Nearly one out of every four dollars spent online during the holiday season last year came from a tablet or smartphone, and this rate is only expected to grow. Your company must take steps now to ensure you're not only ready for the influx of shoppers, but also ready to make their mobile shopping experience as pain free as possible. Follow the four "E's" (enable, engage, ease, embrace) of mobile customer engagement when preparing for and dealing with the holiday shopping rush:
1. Enable real-time support. With so many competing brands fighting for consumers' dollars, it's more important than ever to offer help to customers in real time. Whether it's easy-to-navigate self-help options, agents ready to assist customers via text or chat, or a thorough and searchable FAQ offering across your mobile properties, ensure consumers can get the help they need when and where they need it.
2. Engage the customer's conversation. With the convergence of social and mobile, the balance of power has shifted to the consumer who can now contact and question an organization at any time. Calling businesses out for poor service, advocating for certain brands, offering ratings and reviews, and comparing businesses with their competitors are just a few examples of how consumers are empowered due to the real-time intersection of mobile and social technology. Be prepared to react both professionally and humanly to this new customer voice.