Home > Analysts, Contact Centre, Email Management, Multichannel Customer Service, Telecoms, Web Self-Service > Putting the Smart into mobile customer service

Putting the Smart into mobile customer service

Image representing Apple as depicted in CrunchBase

Image via CrunchBase

While smartphones have been around for several years, their usage is now dramatically increasing, driven by the likes of Apple and Google’s Android operating system. Recent figures from analysts Canalys found that 101 million smartphones were shipped in Q1 2011, up 83% from previous figures.

So what does this mean for customer service strategy? With more and more customers using smartphones to access the web and other services, your contact centre needs to be able to cope. Firstly, ensure that your website is optimised for smartphone browsing so that information is clear and easy to read. Research what customers are looking at while on the move – such as location information or opening hours and make sure that this is prominent and available. Secondly, consider whether you need to create a company branded app to help provide tailored customer service – don’t just do it for the sake of jumping on the bandwagon, but make sure your app adds value and integrates with your overall strategy.

And finally don’t forget that smartphones are still phones – people will still use them to call your contact centre so ensure that you have skilled agents in place to answer their queries.


  1. Rod Hirsch
    June 9, 2011 at 10:27 am

    I agree that smartphone applications could provide an opportunity to improve customer service – our research has revealed that 15% of more than 6,000 consumers would find it useful to communicate with their service providers (bank, mobile operator, cable TV providers, etc.) via apps on their smartphone. A further 5% said they would prefer to receive all their communications with the service providers via a smartphone app, yet only 1% of consumers currently get this service at all.

    Given the numbers, this is clearly an area with considerable growth potential, providing as you say, the applications provide added value and are integrated into a company’s overall communications strategy. I also think they present an opportunity for businesses to raise their game when it comes to the level of customer service and ultimately the customer experience they offer.

    It will be interesting to see how quickly the demand for communicating with service providers via apps grows over the coming years as smartphones proliferate even further.

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