Huge Growth for Smartphones Reshape Support Models
The rapid proliferation of mobile apps is forcing companies to take a much closer look at their mobile strategy. Mobile apps provide immediate access to product information and company information, as well as deliver a wide range of customer support activities. Mobile app usage is changing how customers interact with companies for assistance. With increasingly sophisticated mobile apps, customers now have access to customer support directly from their smartphones and tablets with options ranging from live assistance to mobile self-care. This new paradigm in customer support creates a demand for more extensive and content- rich mobile applications that enable users to complete their interaction directly from their smartphone. Customer support operations also need to move quickly to add functionality to mobile apps that recognize the customer, capture the reason for the interaction and deliver context aware support. Additionally, companies need a clear vision for extending its traditional customer support organization to embrace its mobile customers and provide fully integrated cross-channel support.