Savvy
businesses are stepping up their mobile activities, not only in terms of
content and marketing, but also in terms of customer service and support.
According to a study by SAP and Social Media Today, 38% of
companies surveyed worldwide in 2012 offered customer service through the
mobile channel.
That
number is up 10 percentage points from 2011 when only 28% of surveyed companies
provided mobile support. Moreover, 8% of surveyed businesses said they planned
to enable that capability in the next six months and 9% said they too would
enable it, but it would take more than six months.
The mobile channel will be particularly important for this
upcoming holiday season. US online buyers told surveyor MarketLive
in September that accessible information and customer service was very
important when buying gifts online. Although a less-cited response, 24% also
said that the option to chat via a mobile phone is an important customer
service feature for online gift purchasing.
Industries in North America such as airlines, telecom and
auto may have more at stake when it comes to adapting to mobile customer care,
since their customers are often on the go when using or thinking about their
services.
source: eMarketer
More information on mobile customer service can be found at www.CRMindustry.com
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