In our last post, we looked at some of the geographic differences around the frequency of mobile engagement, and the channels by which consumers choose to engage while mobile. Across the EU countries for which we gathered data, we noticed some interesting variances. Unfortunately there is an area where about all the respondents – regardless of nationality – seem to agree. That is quite simply that the perceived quality of mobile engagements – across industries is, frankly terrible. On a seven point scale, the best any industry could muster in a top-two-box analysis was a paltry 63%. No business can effectively compete when not even 2/3rds of their customers rate their mobile engagement interactions as “Satisfactory” or “Very Satisfactory”.
And there aren’t any bright spots when we look at the individual European countries either. The UK across industries does better, but it’s still not stellar performance. Germany and France are downright awful while Italy and Spain aren’t much better. It is interesting to see that certain industries do better or worse depending on the country in question. Mobile engagement with schools, for example, is far better in France and the UK than any of the other countries. Spain is below the line for the most part except for one highlight – Shipping and Logistics firms. One interpretation of these findings is that mobile engagement has a ways to go. And while that is certainly a valid perspective, another way to look at this is that across every industry and across every country, there is an arbitrage opportunity; nobody is getting mobile engagement right so the first to do so can enjoy the spoils of victory.
While this may seem like a tall order, our Effective Mobile Engagement report surfaced at least three things actionable things that firms can do right now. Across geographies, respondents indicated that engagements occurring on mobile devices – simply owing to the mobile factor – change the way the engagement is perceived from a satisfaction standpoint. Further, mobile engagers are harder to please. Here are three ways to ensure success:
Speed– mobile engagements need to be fast in every conceivable way. The time someone has to wait to be connected should be minimized or eliminated. The length of the engagement should be shortened.
Technology – mobile customers want access to multiple ways to connect with you but they want the technology to fade to the background when not in use. Ideally, it’s a technology they can control.
Shared Urgency – It’s not just about speed –it’s about urgency. Mobile customers want to know that agents are aware they are mobile and actively working to solve their problems first.
Our Effective Mobile Engagement report – based on the results of a survey with nearly 6,000 respondents across 10 countries has been written about in the press, been the topic of a blog series right here on the BoldBlog, and was featured in a webinar a few weeks ago. The results of the research, while global in nature, can also be analyzed with a pointed geographic focus. For the purposes of the report we rolled together all the European Union Countries in which we collected responses – France, Germany, Italy, Spain, and the UK. For businesses that sell into or service customers across these nations, there are some interesting differences when it comes to mobile engagement. These differences are explored in a two-part blog series and in an upcoming Mobile Engagement webinar.
The published report concludes that mobile engagement is flourishing – that the state of mobile engagement is very healthy with about 50% of the worldwide population engaging companies at least sometimes using their mobile device, and approximately 20% of people engaging often or all the time while mobile. This is even truer in Europe with as much as 77% of people in some countries using their mobile device to engage with companies either for sales, support, or both.
You can see that among the European countries included in the research, Italy is more likely to engage companies while mobile across the board while the UK is more likely to use their mobile device for shopping oriented engagements. Spain is less likely across all the mobile engagement scenarios.
Channels of mobile engagement for shopping are also different on a per geography basis. The research, as a whole, stated that mobile engagement is about much more than voice interactions. Voice interactions, in fact, were not even the most widely used channel of mobile engagement – especially for commerce related interactions. The country by country breakdown reveals some interesting differences:
Email is the channel most frequently used though the contest is very close in the UK with 56% of respondents in that country indicating that they use voice calls to engage in shopping scenarios while mobile. For the other countries email wins by nearly 40 percentage points. When it comes to live chat, the French are less likely to use it – perhaps because their preferred text-based method is SMS Messaging. Chat is used by a third of both Germany’s and the UK’s population for mobile engagement. Social media is surprisingly strong, except in the UK where it is only 19%.
Last month we launched a new feature to enhance the post-chat operator experience. The release is noteworthy not just for its powerful new feature, but because it highlights one of the tenants of our software development process – building what our customers want. The post chat operator survey is a direct response to a customer request to develop a customizable wrap up for operators. Here’s the story of how it happened.
Customers drive our product. Turning a request into a release is not an uncommon practice at BoldChat – we do it with every release we publish. We’re always improving, changing and tweaking what BoldChat can do. When a customer asks for an enhancement; our first thought is: will other customers find this valuable? And if yes, how can we deliver? Of course every request isn’t implemented, but many of them quickly find a place on the BoldChat roadmap.
We pride ourselves on our responsiveness to customer feedback and ideas. Our aggressive development cycle is supported by our lean methodology, allowing us to release numerous product enhancements throughout the year. We’re focused on staying current with the market and providing our customers with continuous product enhancements and features that will benefit consumers.
Our Post-Chat Operator Survey is no exception. After receiving feedback to add customizable fields to our already existing post-chat wrap up, we researched and reviewed the reason behind this request. Capturing visitor information not only provides better customer service, but also creates leads, quality assurance, consistency, and increases productivity amongst agents. We also supported the fields in our API, creating the opportunity for a logical integration point with other products a customer might have in their software eco-system.
The Enterprise-level agent-facing survey gives supervisors control over their post-chat wrap up by requiring operators to complete a mandatory survey prior to closing a chat. Supervisors can customize the survey with required and/or optional fields that include drop-down, radio buttons, and single or multi-line text.
Customers are engaging with businesses in more ways and on more devices than ever before, and businesses require robust customer engagement solutions to support those interactions. We conducted a global study of nearly 6,000 mobile device owners across ten countries to examine the current state of mobile engagement, customer expectations, and support pre- and post-purchase.
Last Thursday, May 15th, more than 250 attendees tuned into our webinar, 5 Strategies for Building Effective Mobile Engagement, to learn about:
Converting mobile engagements into transactions
The unique needs of today’s multi-device consumers
Key factors that contribute to a positive mobile experience
Insight into mobile shopper expectations
Top communication channels to drive mobile success
A recent article on recode.net shares research from Forrester which estimates that mobile commerce sales are expected to total $114 billion in 2014. In fact, nearly 29% of all e-commerce transaction will occur on a tablet or mobile phone –and by 2018 that percentage will increase to 54% of the total $414 billion in e-commerce sales expected.
If these numbers don’t scream “mobile shopping is here to stay,” I don’t know what will. Businesses must be prepared to effectively engage with these customers on any device, at any time.
In our upcoming webinar with the e-tailing group’s Lauren Freedman on Thursday, May 15th, we will be discussing how to convert mobile engagements into transactions as well as some key factors that contribute to a positive mobile experience.
Don’t waste any more time – register now and be prepared to effectively engage and convert these mobile shoppers!
With mobile device proliferation rapidly transforming consumer behavior, online shoppers are engaging in more ways and on more devices than ever before. Businesses are looking for robust customer engagement solutions that provide the ability to interact with customers on any device, at just the right time.
How prepared are you to effectively engage and convert these mobile shoppers?
More than 5,500 mobile device owners worldwide shed light on how their mobile shopping habits are changing. Join us on May 15th, 2014 at 1:00 PM ET for a webinar where we’ll provide essential insights on how to convert mobile engagements into transactions and the unique needs of today’s multi-device consumers, including:
5 strategies to build effective mobile engagement for 2014 and beyond
Key factors that contribute to a positive mobile experience
Insight into mobile shopper expectations
Top communication channels to drive mobile success
*The first 500 registrants will receive a $25 Amazon gift card. Gift cards will be distributed via email following the live event. Limit one (1) gift card per registrant. By providing your email address upon registration, you grant LMI the right to send you promotional and/or marketing messages. You may opt out of receiving further promotional and/or marketing messages at any time by following the unsubscribe instructions in any email marketing message. Entries generated by a script, macro or other automated means will be disqualified. Registrants may submit one (1) entry per person – multiple entries will not be accepted and only the first entry submitted will be eligible. Anyone found using multiple accounts to submit the same entry will automatically be disqualified.
This is the last post in our series regarding the Effective Mobile Engagement research report. In the last post we looked at the email channel, and we provided a picture of what many of the respondents say make for successful mobile engagement with a company. Unfortunately, there aren’t too many successes out there as we’ll see in this post.
We asked respondents – both those that have had mobile sales engagements and those having mobile support engagements to tell us what channels they’ve used from their mobile device and then, how satisfied they were with those engagements.
Looking only at the scores for “Satisfied and Very Satisfied,” we see that in both mobile sales and support engagements, the scores across channels are poor – no business can succeed by only satisfying 65% of their customers – or less. While we would expect mobile support interactions to be lower than ecommerce interactions, neither of them are very good.
Disillusioned with the results, we sought to understand if what we are seeing is an industry phenomenon. Are one or more industries/verticals responsible for the abysmal showing? We know that the mobile sales engagements occur with retailers and/or pure-ecommerce firms, so we looked only at the mobile support engagement numbers. In this case, we ignore engagement channel and look solely at overall satisfactions, regardless of contact method.
Unfortunately, the picture doesn’t get any prettier. Despite the proliferation of, and opportunity inherent in mobile engagement, satisfaction across both channels and industries is depressingly low. One can look upon this finding with hopelessness, but we prefer not to. Mobile engagement is the next frontier, and we are confident it can be done right with exceptional results.
Interested in learning more? Register for our upcoming webinar on May 15, 2014 at 1:00 PM EST: 5 Strategies for Building Effective Mobile Engagement
This is part four of our series in which we discuss the findings of our recent Effective Mobile Engagement research report. In the last post we looked at how mobile impacts live chat success determinants. This time, we turn our attention to a different channel altogether – email.
One of the conclusions of the report is that a mobile engagement strategy must include text-based channels. We asked the survey respondents how frequently they engaged with companies using their mobile devices through a variety of channels. Of course, you’d expect the most popular method would be a voice call, and while calling was selected a large percentage of the time; it was not the far and away winner. In fact, when looking at the entire sample, it was bested by email for shopping-oriented engagements (49% vs. 58%) and tied email for support engagements (61%).
There is a significant difference among geographies with the EU exhibiting much more use of mobile email. Interestingly, of the EU countries included in the survey (France, Germany, Italy, Spain and the UK), the affinity for email was amplified in Germany and Italy, and simply on par with the rest of the world in the other countries.
Not only was email a frequently used channel, but it was a preferred one for 40% of the universe. We asked, for both mobile support and mobile ecommerce engagements, what the respondents’ preferred communication method was, and more than 2,000 people selected email as their #1 preferred contact method for one, the other or both scenarios.
While the importance of email cannot be denied, the research also reminds us that the channel, while important, isn’t the most important thing. In previous research on the effectiveness of live chat, we have found that the #1 determinant of a chat session’s success has nothing to do with technology – it has to do with the skills and knowledge of the agent. Of the more than 2,000 people who chose email as their favorite mobile channel, more than 80% of them wrote in an open-ended response to the question, “What makes for a successful mobile engagement with a company?” Below is a word cloud analysis of the responses – the channel is important, but not nearly as important as what’s on the other end.
This is part three of our series in which we discuss the findings of a recent and comprehensive research report on mobile engagement. In the last post we looked at how mobile impacts proactive chat and here we conclude our exploration of the mobilized live chat channel.
In live chat deployments of size, we know that optimization of the operation is a multi-faceted task involving constant monitoring, measurement, training and testing. Over the years, providers like us and practitioners like our thousands of customers have come to understand the key success drivers of a live chat session. The Effective Mobile Engagement study sought to understand what happens to these factors, if anything, when you contemplate the chat session occurring in a mobile environment.
The entire survey universe was queried about the importance of certain factors in determining a live chat session’s success, and then we asked if any of those factors become more or less important if the chat is mobile.
We see that being mobile makes almost nothing less important, with the possible exception of agent grammatical correctness. All the remaining factors become more important for about half the respondent pool, and in an inconsistent way; meaning that the most important factors, sans-mobile, don’t necessarily line up in the same order when the respondents considered live chat engagements with mobile. The message is that to please customers chatting with you from mobile devices, you have to do things differently than with your customers chatting from their computers.
For example, notice that agent speed, brevity and chat window accessibility get more important for mobile engagers, in that order. These findings have technology implications which any business thinking about mobile live chat should strongly consider. For example, chat window rendering, user-controlled minimization and message waiting alerts are just some of the ways to address the increased importance of chat window accessibility when chatting from mobile devices.
And while technology considerations are one lesson from these findings, they are certainly not the only takeaway, nor the most significant. What these results show, en masse, is that the operational aspects of mobile engagement, from the very perspective of those that businesses would want to engage, are different then when engaging someone when they are not on a mobile device. And, not only is it different, it’s harder.
As you may be aware, a major vulnerability has been discovered for OpenSSL, the popular encryption software that powers 2/3 of the web. Some LogMeIn services and products rely on OpenSSL, including BoldChat.
We take the security of our customer data very seriously and at this time have no evidence of any compromise. Upon learning about the vulnerability, our team took immediate action, and we’ve since successfully updated BoldChat to address the issue.
Our security team continues to perform a rigorous diagnostic investigation to ensure the protection of our users.