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Customer Experience and the Rise of Mobile Always

By Dennis Jones


Brands have a lot at stake when it comes to customer experience. They know better than anyone how unforgiving (and fickle) consumers can be. Case in point: 89 percent of consumers begin doing business with a competitor brand following a poor customer experience incident. Not convinced? Sixty-five percent of consumers have cut ties with a brand over a single poor customer service experience. When it comes down to it, U.S. brands lose a staggering 40 billion plus dollars each year due to poor customer service.

With those numbers, it’s unsurprising that brands are heavily invested in improving the quality of the customer experience they offer, understanding that a positive customer experience is in fact the most important benefit they can provide. Doubly so for loyalty programs, who by their very nature rely on the active engagement of high-value customers. Those customers expect the highest customer experience, probably because they’re paying big bucks for it.

But the customer experience doesn’t just mean talking to customer service reps. Nowadays, most consumers (especially loyalty members) want to interact with brands through mobile channels. They view the availability of those mobile channels as part of the customer experience. But they don’t stop there. The performance of a brand’s mobile channels is firmly the brand’s responsibility, at least according to customers.

Nearly 70 percent of mobile users have decided against using Wi-Fi, because the registration process was overly frustrating or time-consuming. That poor service experience can have spillover effects, negatively influencing the way consumers view the overall brand and customer experience. If brands offer poor connectivity, loyalty customers won’t simply give up on brand Wi-Fi, they might give up on the brand that supplied it. This seems especially to be the case with hospitality and transportation brands that offer Wi-Fi as an amenity.

Just a few more customer loyalty and engagement stats for you to mull over:

  • On average, loyal customers are worth up to 10x as much as their first purchase.
  • According to consultancy Capgemini, fully engaged customers deliver a 23% premium in share of wallet, profitability, and revenue.