In the age of mobile, not all brands are created equal.

Most people reading this have probably received at least one customer experience survey in the past year. I receive a lot of them, and most recently I received one from a brand I quite like. To be honest, I’ve largely stopped opening these surveys, as the experience is often lacklustre. But this time, I thought to myself, why not? I like this brand. I’ll show them some support.

So, I opened the email (from my phone), read through a fairly generic, text-only email (not a good start: personalized emails improve click-through rates by 14%, and conversion rates by 10% (Source), and clicked a link to their online survey. What opened in my browser was – well, I wasn’t quite sure what I was seeing.

I sat down to investigate further. I grabbed my phone with two hands, intent on settling in for the long haul, and attempted to zoom in on what appeared to be survey questions, seemingly created at the molecular level, all the while trying to figure out how to select a response from 1-10 when my thumb covered the entire numerical range.

So, I closed it. Frustrated.

This isn’t the first time I’ve had an experience with brand communications that aren’t optimized for mobile. And as usual, the lousy experience disengaged me from participating in what could have been a useful and fruitful exercise.

Quick-Tip: Over half of all users say that a bad mobile experience makes them feel as if the company doesn’t care about their business, and makes them less likely to engage with the company in the future (Source).

The problem here is that many brands often forget that the form in which they communicate reflects powerfully on the brand itself. Marshall McLuhan’s aging adage remains correct – the medium is the message, and it says a lot about how truly engaged a brand is.

Organizations have been slow to optimize for mobile – strangely slow. Smartphones represent more than 50% of new mobile devices being purchased, and the growth of connected devices will soar throughout 2013. In fact, by some estimates there will be over 50 billion connected devices in circulation by 2020, including laptops, tablets and smartphones (Source).

As of 2012, roughly 30% of the top 100 “iconic” brands didn’t have a mobile app, and 33% didn’t have a mobile-optimized website (Source). How many of their customers do you think defected to more mobile-friendly competitors?

It’s a clear trend that consumer web usage is increasingly mobile – by 2015, it is predicted that more Americans will access the web through mobile than PC (Source).

Mobile is (and has been for years) the future of digital communication – and if your brand isn’t already there, then it’s already losing customers. Customers love reasons to be loyal to a brand; however, they also love reasons to tear a brand down, and jump to a more engaging competitor.

This should be an exciting time for any customer-focused brand. Interactions with your customer are turning more and more into two-way dialogues, and as a result, customer feedback is timelier than ever before.

For me, the experience was a poor one – which is unfortunate, as I had much higher expectations – and I’m not sure I will attempt to try a survey from them again. If you’re a brand intent on generating loyalty, but you’re not optimizing for mobile – who, then, are you reaching?

 


ABOUT ENPRECIS GROUP INC.

Enprecis Group Inc. is a leading designer, developer, and distributor of innovative enterprise-class daily tracking and Customer Experience Management (CEM) software dedicated to the automotive landscape. Foresight™ and Foresight for mobile are the foundations of Enprecis Group’s CEM platform, offering real-time, continuous issue resolution management to clients and customers around the world. With a dedication to innovation and forward-thinking product development, Enprecis Group continues its mission of building revolutionary CEM products for leading automotive brands worldwide. Enprecis Group is headquartered in Mississauga, Ontario, Canada.

For more information about Foresight™ visit www.enprecisgroup.com/Foresight

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Enprecis Group Communication Team
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