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Wednesday, December 3, 2014

Survey: companies are missing out on using mobile to make their customers feel cared for

Application-to-person mobile messaging specialist Mblox has published its findings from a survey of customers and businesses conducted by Millward Brown Digital. It looked at how well companies felt they were engaging with their customers via mobile devices - and how well customers felt they were being engaged with by brands.

The survey revealed a ‘care gap’ in business-to-consumer interactions: 67% of companies thought consumers were satisfied with their current methods of mobile engagement, yet only 47% of consumers said they were happy with it. Overall, only 36% of consumers felt cared for.

Conversely, 86% of consumers suggested they were open to engagement through their mobile devices - but only 58% of companies use mobile to engage with consumers.

Email was the main consumer preference for mobile communication with brands, with 57% of respondents choosing this channel. It was followed by text messaging (41%) and phone calls/voicemail messages (38%). Just 14% of people said they didn’t want to be contacted on their mobile phone at all, primarily because of privacy concerns.

Consumers preferred email for marketing messages but wanted urgent notifications and reminders sent as text messages.

Tom Cotney, CEO of Mblox, said “The disciplines of customer service, marketing and information technology are converging, and the more holistic concept of the customer experience has emerged. Mobile messaging crosses all disciplines to ensure consumers feel ‘Cared’ for. A company’s ability to demonstrate ‘Care’ in a way that resonates with its customers is essential to creating positive brand experiences, establishing healthy relationships and achieving long-term success.”

A total of 1,650 mobile phone owners and users in the USA, the UK and Australia were contacted by Millward Brown Digital in September 2014 for the survey.

We spoke to Stacy Adams of Mblox at Mobile World Congress this year to learn how SMS messaging was being used by businesses. You can listen to the interview via the built-in audio player on our website or by downloading the MP3 file.
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Tags: uk usa research sms messaging australia mblox

1 comments on article "Survey: companies are missing out on using mobile to make their customers feel cared for"

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Robi Ganguly

12/4/2014 8:58 PM

Customers on mobile desire a different method of interactions. Given the context of the majority of consumer time spent (inside apps), the best method of connecting with a consumer where they want is by communicating inside the apps themselves. Email and Text Messaging are actually 2nd and 3rd level choices for consumers who are having an issue with an app or for a brand who wants to truly drive mobile actions. Having worked with a lot of the Fortune 500 on this subject, we can say pretty definitively that in-app communication and messaging leads to much happier customers, with more loyalty along the way.

-Robi Ganguly

CEO, Apptentive (www.apptentive.com)

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Opinion Articles

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Here’s an edited transcript of our new monthly podcast, broadcast on 30th January 2015.

[Iain Graham]: Hello, it's Friday 30th January 2015. Welcome to this month's edition of The Fonecast. That’s right, you heard correctly: we’ve temporarily moved to a monthly format. If you’d like to join 51Degrees in sponsoring the podcast and returning us to weekly programmes, please get in touch via our website. Now, on with the show.

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