Stat Watch: Managing Customer Relationships
Eighty percent of online adults now own a smartphone, with 75 percent of them saying they’ve gone online via a mobile device in the last month.
While this Q3 2014 data from GlobalWebIndex does not indicate which activities users are taking once on the mobile Web, it is clear (and has been for some time) that brands must cater to the mobile user. New predictions from Gartner indicate that’s especially true when it comes to customer service.
According to Gartner, poor mobile customer service (e.g. non-optimized FAQs or forms, non-existent chat options, lack of texting capabilities, etc.) is hampering customer engagement, predicting that by 2017 one third of all customer service interactions will still require the support of a human intermediary. For customers, the inability to self-serve is bothersome. Even as far back as 2013, a survey from Nuance Communication revealed that 75 percent of respondents said self-service is a convenient way to address customer service issues, yet 58 percent of consumers were unable to resolve their issues on the Web, despite their best efforts.
Companies of all sizes need to figure out how to properly engage customers (or give them the ability to self-serve) on all channels and that likely starts and ends with the right customer relationship management (CRM) system.
“CRMs need to grow from an internal solution into a two-way customer engagement platform,” said Ran Oelgiesser, CMO of online engagement technology provider vCita. “Providing customers a view of their interactions with the business and encouraging a dialogue at the customer’s convenience on any device will be the gold standard of great customer service.”
Other Notable Customer Relationship Management Figures: