It’s clear from this report that the bigger players – the 100 of the Fortune 500 companies sampled - have strong customer service strategies in place with the majority having mobile self-service available. Those that lacked an identifiable FAQ or searchable knowledge base, had the nature of the business often dictating the information included on their mobile website. But what about the rest of the business world, especially those companies who have not advanced their mobile offering? What can businesses do to ensure their customers have a smooth, enjoyable experience when visiting their site via mobile device?
Evaluate web traffic
With more and more customers using mobile devices to access websites, many industries will see a drastic rise in traffic from mobile sources. Should a company not have a mobile-friendly site, there’s a good chance that they are under-serving a high percentage of their customers.
Consider responsive design
The smaller screens of mobile devices will intensify issues such as small text and poor site navigation, making it more likely that a customer will give up, rather than continuing to search or if a customer reaches the point where they pick up the phone, chances are they’re already dissatisfied. An attractive benefit of responsive design is that changes to a company’s main website will automatically reflect when viewing it on a mobile device.
Consider going mobile
An independent mobile site can be a good short term solution for meeting the needs of your mobile website visitors as some companies might not be ready to commit to a redesign of their current website to be responsive. One thing remains clear. Customers want and expect online self-service on multiple devices, 24/7 and implementing the right customer service technology to meet these requirements consistently across all channels is pivotal to attracting new, and retaining existing customers.
A multi-channel service strategy should be top of the agenda of any business offering online customer service.