The latest buzz regarding customer contact channels is mobile applications. How do you ensure success within this channel? I recently attended a webinar by Information Week Financial Services called Getting Answers from Mobile Initiatives where they discussed different applications for the insurance industry, metrics that indicate mobile success, and where companies are focusing their money for mobile applications. According to Forrester Research, the top 3 priorities/objectives for mobile applications are:
- Increasing customer engagement
- Improving customer satisfaction
- Appear as innovative
I would like to examine the first two objectives, customer engagement and satisfaction. As a consultant, I have received the consistent message that companies want to improve their customer experience, and allowing them to choose their method of communication, whether that is phone email, web chat, text, or mobile applications. But if the main priority is to increase customer engagement and satisfaction, it should be an underlying mantra that regardless of channel, providing superior customer service is not a choice. Offering your customers choice of communication channels without providing a rewarding and consistent customer service on each of those channels could actually hurt your customer satisfaction, engagement, and ultimately retention.
How do you ensure that priorities are met and that you are providing superior customer service? According to Forrester Research, mobile applications need to deliver insurance services that are:
- S – Simple: Make it easy for customers to achieve their goals.
- U – Ubiquitous: Be available wherever customers want it.
- P – Personal: Tailor the experience to individual needs.
- E – Empowering: Help customers to take action.
- R – Reassuring: Offer human help when and where it’s needed.
So as you are building your mobile strategy, don’t forget about defining your KPIs to measure the success of your mobile application to ensure that you are providing a consistent and rewarding customer experience. Take a peek at the recorded web event, Getting Answers from Mobile Initiatives which lists the key metrics for mobile applications.
What are the things you are doing to ensure superior customer service through your mobile applications? How are you measuring your success? How are you measuring your customer satisfaction through your mobile applications? Would love to hear your thoughts!
Insurance Business Consultant