Ventana Research Analyst Perspectives

Take Time Now to Get Mobile Customer Service Right

Posted by Richard Snow on Dec 7, 2012 11:21:33 AM

Recently I read that each person has an average of 1.8 devices connected to the Internet, and this number is likely to grow as people continue to buy smartphones and tablets. In parallel, the number of apps available in the various app stores is growing exponentially, with the iPhone store alone having more than 700,000 active apps. The big question for me is how much of this is about business and how much is purely social. Recently Genesys, Interactive Intelligence, Jacada, mplsystems and NICE Systems made announcements showing they are banking on a greater portion being about business, as they all released tools that allow organizations to build what they call mobile customer service apps.

What is a mobile customer service app? As I explained during a recent webinar, it is an evolution from early times when all consumers could do was to use their favorite search engine on a mobile device to access an organization’s website. This had its limitations, not least from an accessibility point of view, and so provided very limited customer service capabilities, often limited to viewing FAQs. Next came what I call the business-specific app; for example a banking app produced by a bank that allows its customers to carry out a limited number of transactions: look up the balance of an account, for instance, or make a payment. While these advance mobile customer service, they have their limitations too, which boil down to the fact that if a transaction goes wrong the only option is to leave the app, call the contact center and start the process over again.

The latest developments aim to overcome both of these sets of limitations. They include a “click to call” icon, which allows consumers to reach the contact center without leaving the app. This means organizations can bypass IVR because the system is smart enough to recognize the caller, passing data already collected in the app to the person handling the interaction so the caller doesn’t have to start again, and giving the agent a running start in handling the interaction. If the caller wants or there is no agent available, the software can enable a callback to fit the caller’s circumstances. The most innovative of the tools allow developers to take advantage of the latest mobile device features such as touch screen data input, integration with GPS data and sharing of all forms of data, such as pictures or video. This combination of features should enhance the customer experience and contact center operations.

I say “should” because as with most innovative technologies I have my reservations as to whether they will gain wide adoption and indeed live up to customer expectations. The first challenge is for companies to choose the right app and include the right capabilities. The whole point of any app is customer use; if customers don’t use it or use it only a few times then it is unlikely to have a major impact. From the roundtables I chair at Directors’ Club customer experience days I know that many companies are struggling to see where they can mobilize their business. The discussions illustrate that companies need to think outside the box to identify what to do; quite often other members of the discussion give participants ideas they hadn’t dreamed of. A few of the discussions identified another best practice – design the app from the customer’s perspective, not the company’s. One of the most successful cases I heard came from two IT guys who developed an app for fun and designed it with what they would like to do in mind. Eventually, without any promotion, it garnered 10,000 downloads, and apparently their company is now hooked on mobile apps.

The use of smart mobile devices is increasing, and the use of mobile customer service apps will increase along with it. However, in these early days, companies need to get things right in order to avoid another version of “everyone hates IVR” with “everyone hating mobile apps.”  I’m interested in the experiences you and your company are having with mobile apps; please come and collaborate with us.


Richard J. Snow

VP & Research Director

Topics: Customer Analytics, Customer Experience, NICE Systems, Social CRM, for example Genesys, Interactive Intelligence Jacada, Mobile Apps, Customer & Contact Center, Customer Service, Call Center, Contact Center, CRM

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Richard Snow

Written by Richard Snow

Richard leads Ventana Research’s Customer and Contact Center Performance Management research practice, which is dedicated to helping organizations improve the efficiency and effectiveness of managing their customers, throughout their lifetime and across all touch points, including the contact center. He conducts research exploring the people, process, information and technology issues behind customer operations management, contact center management, and customer experience management. He also works with senior business operations and IT managers to ensure that companies get the best performance from today’s highly complex application products. Richard has worked in management and consulting leadership positions in the technology industry including with Price Waterhouse, Sema Group and Valors. In his work, he has been involved with all aspects of delivering highly complex IT solutions to a variety of clients in the telecommunications, financial services and public sectors. Richard has specialized in delivering customer care and billing solutions for telecommunications operators, and several multi-channel contact centers for organizations in both the public and private sectors.