New study finds mobile experiences make or break customer loyalty
The research found that on average only 52% of respondents reported that they were satisfied with their last mobile engagement with a business, a drop from the 59% in 2015.
Conducted by Vanson Bourne on behalf of customer engagement specialist LogMeIn, the survey explored how consumers communicate with organizations through mobile devices, their expectations and experiences. 8,000 consumers were surveyed across the United States, Europe, India, Australia and New Zealand.
Respondents reported that 27% of all of their purchases in the last year were made on mobile devices and 79% of consumers have made at least one purchase via their mobile device in the last year.
Some 53% of respondents reported that they regularly used their mobile device to research products or services before buying, while 44% said they actually purchased these products or services on their mobile device, up from 41% last year.
Despite the importance of high quality mobile engagement, satisfaction has declined over the last two years. Insurance companies saw the largest drop from 60% satisfied to 47%, with retailers seeing a decrease from 64% satisfied to 55%.
Customers were also found to be increasingly frustrated with the lack of support available through a mobile website or app. While easy to find contact information for support ranked highest among the factors to ensure a good mobile experience, 72% claimed they had abandoned a mobile experience because it was too difficult to initiate contact. Some 67% of those polled said they used a search engine to get answers to their questions over a company’s website or app.
Meanwhile, 91% of respondents believed there should always be a way to contact a real person during a mobile experience. Some 74% of those polled reported that they would be open to an offer of help via a proactive chat invitation while on a mobile website.
Looking at the issue of security, 71% of consumers reported that they would spend more money via their mobile device if one or more concerns were addressed. Some 35% said they believed it should be easier to compare products on the mobile device and 33% cited lack of confidence in security of e-commerce sites and apps as a significant issue.
Dave Campbell, vice president of product marketing for customer engagement and support and LogMeIn, said: “There are more ways than ever for companies to engage with customers and mobile is a vital part of a company’s e-commerce success.
“Customers expect a seamless experience and access to information across all of the channels and devices they use. While not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.”
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