Way to Make Mobile Work for Customer

Mobile is opening the door for designing new experiences that complement a brand’s physical presence,” Young Pham, chief strategy officer at design and strategy agency Comrade, said in a statement. “The context of when, where and what a customer is doing during their day allows companies to enhance a person’s interaction and customize device-specific experiences.”

Comrade recently conducted a survey of 225 mobile users to delve further into the relationship between consumers and their devices. Based on the results, the company predicted that brands will need to meet the following mobile experience expectations in 2015.

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Mobile apps and mobile Web. Got a mobile app but not a mobile-friendly website, or vice versa? You might want to put your energy into leveling out your mobile presence. Consumers are about equally split when it comes to their preference of app versus browser: The percentage of users who prefer their mobile browser when completing a task (28 percent) is only slightly higher than the 23 percent that prefer to use an app. Both app and Web designs are critical for businesses in the mobile space, so it pays to do them right.

CRM through mobile marketing. Mobile marketing isn’t just for acquisition anymore. Today, it’s about boosting loyalty by using mobile for customer relationship management (CRM). According to Kleiner Perkins Caufield & Byers’s 2013 Annual Internet Trends Report, consumers always have their mobile device on them and check it more than 150 times a day. Businesses can communicate with their existing customers through alert notifications, in-app, email and mobile Web. But don’t overdo it — the Comrade study said that key to maintaining an effective relationship is doing so in a complementary way, giving users what they need when they need it.

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