Customer Service Experience 2014 Day Two: Don't Even Think About Hanging Up on Mobile

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margin: 0 0 8px 0;"> <script type="text/javascript">var addthis_config = { "data_track_clickback": true };</script> <script type="text/javascript" src="http://s7.addthis.com/js/250/addthis_widget.js#username=itisharing"></script> </div> <span itemprop="articleBody"> <p><a href="http://dzceab466r34n.cloudfront.net/Images/Article_Images/16176-multichannel-1-Laptop-Smartphone.jpg-ORG.jpg" rel="lightbox"><img style="float:left; margin:0 8px 8px 0; border:1px #cccccc solid;" src="http://dzceab466r34n.cloudfront.net/Images/Article_Images/16176-multichannel-1-Laptop-Smartphone.jpg-160.jpg"></a>NEW YORK—Customer care served up through multiple channels was a common theme on the second day of the Customer Service Experience conference, but according to industry experts, it is striking how many companies don't realize the wealth of information that can come from the fingertips of their customers. The theme resonated with conference attendees, particularly in the mobile space.</p><p>Keith Dawson, practice leader at Ovum, pointed out that customers have the opportunity to easily loop from one contact channel to another and between touch points by using mobile devices. He gave an example of consumers using smartphones while shopping. A customer might be in a store and think about buying something. She may check the price using her phone to see what the product costs online. Or a customer might take a photo of an item and save the picture, thinking that he will buy it sometime down the road. Those experiences are what Dawson calls "quintessential channel hopping," a behavior that is well entrenched in consumers.</p><p>"It's interesting how radically something as simple as the mode of devices is changing the entire paradigm of how we think about the customer's experience, Dawson said. "There's really no [other] place that customers are so subject to that urge to switch channels, even though they don't realize what they're doing it; they don't have to think about their channel of choice or think about migrating from one channel to another."</p><p>But while customers might not be cognizant of their actions, their mobile devices are storing a wealth of consumer information. Dawson points out that mobile devices contain voice, chat, SMS, inbound and outbound processing, on-premises, and cloud tools.</p><p>"[Mobile devices] retain scads of rich, actionable data about customers," Dawson said. "There is consumer identification, authentication, private information, and unique identifiers about who they are and what they're doing. But yet, when you look at the customer service landscape and what companies are actually thinking about doing with all that stuff, it's not bloody much at this point."</p> <div id='div-gpt-ad-1374585989977-8'> <script type="text/javascript"> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1374585989977-8'); }); </script> </div><p>While considering the mobile channel, one big area of concern is siloed customer engagement practices and strategies. "[They're] held in very restrictive domains that don't engage with each other, Dawson said. "If you don't engage with each other in your business, then it's going to be very hard to argue that you're engaging successfully [on an external basis] with your customers."</p><p>Dawson also said that until recently it was taken for granted that customers used landlines when calling in to the contact center. However, according to his company's research, several changes are in play. In a survey of advanced and emerging countries, Ovum estimated that by 2016, the total call volume coming into customer service and tech support centers will start to drop in advanced countries.</p><p>"That's the predicted beginning of the decline of voice as the major channel for customers," Dawson explained. "That's when all the alternative channels start to come into play. They will begin to siphon off some of that call volume...but that doesn't mean that voice is going away."</p><p>Companies are already seeing that 30 to 40 percent of calls are coming from mobile devices of all kinds, mostly from smartphones, according to Dawson. By 2018, more than half of calls will come from mobile phones. Companies would do well to take notice now and implement plans to deal with the shift.</p><p>"The transition from landlines to mobile that we're already going through is as important to the service industry as the transition from rotary to DTML (dual tone multifrequency)," Dawson said.</p><hr /></p> </span> <div style="text-align: center; padding-bottom: 10px;"> </div> </article> <br style="clear: both;" /> <div class="fb-comments" data-href="http://www.smartcustomerservice.com/Articles/News-Features/Customer-Service-Experience-2014-Day-Two-Dont-Even-Think-About-Hanging-Up-on-Mobile-98900.aspx" data-numposts="5" style="width: 600px;"></div> </div> <div id="secondary_sidebar"> <div class="sidebar_section"> <h3>Connect with <span class="bold">SCS</span></h3> <div style="margin-bottom:10px; width:300px;"> <a title="Smart Customer Service on Facebook" style="text-decoration: none; color: #cc0000;" href="https://www.facebook.com/SmartCustService/" target="_blank"> <img style="float:left; 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<ul class="red"> <li> <a href="http://www.smartcustomerservice.com/Best-Practices/GenAI-for-Customer-Service-%e2%80%93Pitfalls-and-Lessons-Learned_13744.aspx"> GenAI for Customer Service –Pitfalls and Lessons Learned </a> </li> <li> <a href="http://www.smartcustomerservice.com/Best-Practices/Digital-First-Customer-Service-in-a-Human-World_13353.aspx"> Digital-First Customer Service in a Human World </a> </li> <li> <a href="http://www.smartcustomerservice.com/Best-Practices/Contact-Center-Transformation-with-AI-and-Automation_13352.aspx"> Contact Center Transformation with AI and Automation </a> </li> <li> <a href="http://www.smartcustomerservice.com/Best-Practices/Top-6-2024-Customer-Experience-Megatrends-%e2%80%93--What-to-Prioritize-Now_13276.aspx"> Top 6 2024 Customer Experience Megatrends – What to Prioritize Now </a> </li> </ul> <div class="more-link"><a href="http://www.smartcustomerservice.com/Best-Practices/">More Best Practices</a></div> </div> </section> <div class="sidebar_section"> <h3><span class="bold">Webinars</span></h3> <ul class="red"> <li> <a title='Transforming Quality Management with GenAI: Precision, Personalization, and Impact' href="http://www.smartcustomerservice.com/Webinars/2177-Transforming-Quality-Management-with-GenAI-Precision-Personalization-and-Impact.htm"> Transforming Quality Management with GenAI: Precision, Personalization, and Impact </a> </li> <li> <a title='Future-Proofing Customer Experience with AI-Powered Solutions' href="http://www.smartcustomerservice.com/Webinars/2162-Future-Proofing-Customer-Experience-with-AI-Powered-Solutions.htm"> Future-Proofing Customer Experience with AI-Powered Solutions </a> </li> <li> <a title='Redefining Contact Center Efficiency with AI Solutions' href="http://www.smartcustomerservice.com/Webinars/2163-Redefining-Contact-Center-Efficiency-with-AI-Solutions.htm"> Redefining Contact Center Efficiency with AI Solutions </a> </li> <li> <a title='Smarter Self-Service: Leveraging Technology for Effortless Customer Care' href="http://www.smartcustomerservice.com/Webinars/2168-Smarter-Self-Service-Leveraging-Technology-for-Effortless-Customer-Care.htm"> Smarter Self-Service: Leveraging Technology for Effortless Customer Care </a> </li> <li> <a title='Transforming Agent Experience with AI: Boosting Performance and Satisfaction' href="http://www.smartcustomerservice.com/Webinars/2165-Transforming-Agent-Experience-with-AI-Boosting-Performance-and-Satisfaction.htm"> Transforming Agent Experience with AI: Boosting Performance and Satisfaction </a> </li> <li> <a title='Exploring the Future of AI-Driven Analytics: Trends Shaping Tomorrow's Decisions' href="http://www.smartcustomerservice.com/Webinars/2167-Exploring-the-Future-of-AI-Driven-Analytics-Trends-Shaping-Tomorrows-Decisions.htm"> Exploring the Future of AI-Driven Analytics: Trends Shaping Tomorrow's Decisions </a> </li> <li> <a title='Knowledge Management and AI: Enhancing CX and Employee Productivity' href="http://www.smartcustomerservice.com/Webinars/2164-Knowledge-Management-and-AI-Enhancing-CX-and-Employee-Productivity.htm"> Knowledge Management and AI: Enhancing CX and Employee Productivity </a> </li> <li> <a title='Transforming Real-Time Customer Feedback into Action with AI' href="http://www.smartcustomerservice.com/Webinars/2166-Transforming-Real-Time-Customer-Feedback-into-Action-with-AI.htm"> Transforming Real-Time Customer Feedback into Action with AI </a> </li> <li> <a title='Mastering Hybrid Contact Centers: Overcoming Key Challenges' href="http://www.smartcustomerservice.com/Webinars/2176-Mastering-Hybrid-Contact-Centers-Overcoming-Key-Challenges.htm"> Mastering Hybrid Contact Centers: Overcoming Key Challenges </a> </li> <li> <a title='Smart Customer Journeys with AI and Technology' href="http://www.smartcustomerservice.com/Webinars/2181-Smart-Customer-Journeys-with-AI-and-Technology.htm"> Smart Customer Journeys with AI and Technology </a> </li> <li> <a title='Omnichannel Solutions for Smarter Customer Care: Harnessing AI and Data' href="http://www.smartcustomerservice.com/Webinars/2182-Omnichannel-Solutions-for-Smarter-Customer-Care-Harnessing-AI-and-Data.htm"> Omnichannel Solutions for Smarter Customer Care: Harnessing AI and Data </a> </li> <li> <a title='Marketing Automation for the Midmarket: Tools Built for Growing Businesses' href="http://www.smartcustomerservice.com/Webinars/2183-Marketing-Automation-for-the-Midmarket-Tools-Built-for-Growing-Businesses.htm"> Marketing Automation for the Midmarket: Tools Built for Growing Businesses </a> </li> <li> <a title='Sales Enablement 2025: Support Your Sales Team This Year!' href="http://www.smartcustomerservice.com/Webinars/2184-Sales-Enablement-2025-Support-Your-Sales-Team-This-Year!.htm"> Sales Enablement 2025: Support Your Sales Team This Year! </a> </li> <li> <a title='Customer Service Reinvented: CCaaS, WEM, and AI in Action' href="http://www.smartcustomerservice.com/Webinars/2185-Customer-Service-Reinvented-CCaaS-WEM-and-AI-in-Action.htm"> Customer Service Reinvented: CCaaS, WEM, and AI in Action </a> </li> <li> <a title='Unlock CRM, CDPs, and AI for Next-Level Customer Insights' href="http://www.smartcustomerservice.com/Webinars/2187-Unlock-CRM-CDPs-and-AI-for-Next-Level-Customer-Insights.htm"> Unlock CRM, CDPs, and AI for Next-Level Customer Insights </a> </li> <li> <a title='Predictive Analytics & AI: The Future of Customer Service' href="http://www.smartcustomerservice.com/Webinars/2186-Predictive-Analytics-and-AI-The-Future-of-Customer-Service.htm"> Predictive Analytics & AI: The Future of Customer Service </a> </li> <li> <a title='The Role of AI in Compliance and Data Privacy' href="http://www.smartcustomerservice.com/Webinars/2175-The-Role-of-AI-in-Compliance-and-Data-Privacy.htm"> The Role of AI in Compliance and Data Privacy </a> </li> <li> <a title='AI in Fraud Detection and Prevention' href="http://www.smartcustomerservice.com/Webinars/2188-AI-in-Fraud-Detection-and-Prevention.htm"> AI in Fraud Detection and Prevention </a> </li> <li> <a title='The Power of Personalization: AI-Driven Strategies for Customer Loyalty' href="http://www.smartcustomerservice.com/Webinars/2189-The-Power-of-Personalization-AI-Driven-Strategies-for-Customer-Loyalty.htm"> The Power of Personalization: AI-Driven Strategies for Customer Loyalty </a> </li> <li> <a title='2025 Customer Experience Wins - What Worked and Why' href="http://www.smartcustomerservice.com/Webinars/2190-2025-Customer-Experience-Wins---What-Worked-and-Why.htm"> 2025 Customer Experience Wins - What Worked and Why </a> </li> <li> <a title='AI, Automation, and Omnichannel: Redefining Customer Support in 2025' href="http://www.smartcustomerservice.com/Webinars/2191-AI-Automation-and-Omnichannel-Redefining-Customer-Support-in-2025.htm"> AI, Automation, and Omnichannel: Redefining Customer Support in 2025 </a> </li> </ul> <div class="more-link"><a href="http://www.smartcustomerservice.com/Webinars/">More Webinars</a></div> </div> <div class="sidebar_section"> <h3>Content <span class="bold">Library</span></h3> <ul> <li><a href="http://www.smartcustomerservice.com/ContentLibrary/The-State-of-CX-Real-insights-from-the-largest-CX-dataset_13825.aspx">The State of CX: Real insights from the largest CX dataset</a></li> <li><a href="http://www.smartcustomerservice.com/ContentLibrary/Put-Your-Best-Phone-Calls-Forward_13868.aspx">Put Your Best Phone Calls Forward</a></li> <li><a href="http://www.smartcustomerservice.com/ContentLibrary/Forrester-Budget-Planning-Guide-2025-Customer-Experience_13869.aspx">[Forrester] Budget Planning Guide 2025: Customer Experience</a></li> <li><a href="http://www.smartcustomerservice.com/ContentLibrary/H2-2024-Update-State-of-Omnichannel-Fraud-Report_13851.aspx">H2 2024 Update: State of Omnichannel Fraud Report</a></li> <li><a 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