In the future, mobile will become the standard for hosting the customer journey, but most companies today struggle with achieving that vision.
That's the key finding in Altimeter’s latest research report, “The Inevitability of a Mobile-Only Customer Experience.” Over the last five months, my colleague Brian Solis and I have spoken with a host of savvy digital leaders about their mobile strategies. We found that despite the necessity of creating mobile-only journeys for their connected customers, mobile is still grossly underfunded in most organizations. This leaves companies unprepared to meet a “mobile as ‘first screen’” reality and perpetuates mobile’s relegation to just another channel, a technology platform, or a portable version of the web. In turn, customers have no choice but to leave, in search of a better experience.
In order for their companies to survive and maintain relevancy, strategists and executives alike must rethink the role of mobile, particularly where and how it can become the primary channel of engagement for a connected consumer.
However, achieving that vision comes with its own set of problems. Here are some of the key hurdles we identified:
In our research, we found identified four concrete steps that marketing, customer experience, mobile, digital, and IT strategists can take to create mobile-first experiences that align with their customers’ inherently mobile lifestyles.
In order to create mobile experiences that meet mounting consumer expectations, strategists must begin by examining the existing customer journey. From there, they move on to architecting the desired mobile experience, continually measuring and optimizing it for success along the way. Finally, internal alignment is achieved once strategists have validated their mobile-first strategies by proving results.
Four Steps to Creating Mobile-First Customer Experiences
I look forward to continuing research around the evolving mobile customer experience landscape throughout 2015 and beyond. Because, if today’s organizations are clamoring to be “mobile-first,” and tomorrow’s goal is “mobile-only,” one can only question what new experience-driven strategies the future holds. The potential for companies to create truly innovative mobile experiences has never been greater nor more exciting.
Consumers will soon demand mobile-only experiences from the brands that engage them. Our report identifies the steps companies can take to start thriving in this new reality.
As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
For our latest report, Altimeter Group partnered with LinkedIn to study the importance of relationship building among the most socially engaged companies on LinkedIn. We found that, by using social technologies to improve relationships, businesses witness incredible results.
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
It’s no corporate HR secret: the greater investment made into employees, the greater the ultimate reward back to the company.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
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