Mobile is a device that is sticking around for the long haul. This is why there needs to be clear understanding of what to do and not what to do regarding mobile.
Three Do’s and Don’ts of Mobile Customer Engagement
With more than one mobile device per person on the planet, it’s imperative for companies to embrace mobile customer engagement to deliver a better customer experience. And as more companies are adopting a mobile engagement strategy with multiple touchpoints across the full lifecycle – increasing mobile spend in their marketing budgets, and preparing for the second half of the year – we wanted to share what we are seeing as best practices, or, the top three do’s and don’ts of mobile engagement:
DO think beyond mobile marketing campaigns. Mobile is an effective communications tool to increase loyalty and deliver exceptional customer experience throughout the customer lifecycle. So think include mobile customer care and self-service as additional areas of mobile focus. According to a survey of CRM Managers, close to half said they have web- or mobile-based self-service capabilities, and six out of ten are also moving into mobile self-service.
DON’T overwhelm your consumers. Chose the right engagement level, appropriately timing mobile interactions. Frequency and relevancy are important in planning your campaign. The mobile device is the most personal communication channel, so respect timing and frequency of messages.
DO leverage geo-location services in your mobile engagement strategy. New technologies like iBeacon are transforming mobile marketing and mobile customer care in brick and mortar locations.
DON’T be afraid to work with a partner: Mobile requires more than just technology to succeed. It also requires excellence in strategy, services and execution. Ensure you start with what you seek to accomplish – then design and execute a strategy which incorporates technology and know-how. Most organizations lack the expertise to do so completely in-house – so ensure you align with partners who can help provide the strategic and consulting services required for success.
DO create meaningful connections with your customers. Personalized, messages geared to what your customer feels is important or wants to receive will cut through the clutter and strengthen the customer experience. Highly relevant mobile messages can prompt consumers to follow through with purchases, particularly when those messages are part of an orchestrated customer experience that unfolds over time, across channels and according to an individual’s behaviors and preferences.
DON’T miss opportunities to engage consumers in a more interactive way. For example, don’t just deliver a notification, but instead include a rich media, coupon or call to action. MMS and SMS messages offer the ability to interact and engage, not just deliver a message, and that is what consumers want.
By implementing a thoughtful engagement strategy, leveraging mobile with multiple touch points, customers can use their preferred channel to interact with your brand and avoid disjointed, siloed experience.
Original article found here.