Over the years, CX experts around the world have repeatedly emphasized the importance of adopting a multichannel program. Why? Because customers reach out and engage with a brand via a multitude of channels throughout the customer journey. For example, a customer might come across your brand via an online advertisement, browse your products on your website, and make the actual purchase by visiting your physical store.

Therefore, in order to take a holistic approach to CX management and understand customer behavior better, you need to factor in all the possible channels they use in the process.

CX Management in the Era of Mobile Devices

The mobile phone, as you might know already, is a powerful tool that gives customers access to multiple channels to get in touch with a brand. In fact, a study shows that 80% of people never leave their homes without their phones in hand. Another survey highlights that over 50% of millennials carry their phone in their hands throughout the day! 

This handy, portable digital device has become a quintessential part of our everyday life. Customers use mobile devices to browse, inquire, and purchase your products and services and connect with your brand more than ever before! Now, for a customer-centric brand like yours, this means that this little device holds a treasure trove of customer data. 

The Rise in Feedback Collection via Digital Platforms

At Feedbackly, we came across an interesting finding after conversing with our clients. With the increased use of digital platforms by customers, businesses have started to focus less on gathering feedback via in-store Feedbackly terminals and more through various digital channels. 

While this doesn’t downgrade the ever-persistent importance of the brick-and-mortar store experience, it also signals a switch in user behavior, especially during the pandemic situation. The businesses have adapted to the change with an increase in data collection through sources like websites, emails, and even mobile applications.

Our Feedbackly Terminals are a great way to learn about in-store shoppers. But, we are also super focused on helping our clients build multichannel customer journeys and gain a bird’ eye-view of both physical and digital channels.

What You Need to Know About Multichannel Feedback Collection

One of the important points to remember is that your business can have more than just one ideal customer persona. You might note that different customer profiles use different channels for transactions. For example, one might rely more on a brick-and-mortar store for shopping while the other customer might use the mobile app.

In this case, it is important to prioritize both types of customers and use different channels to gather feedback from them. Here are some pro tips to check if your feedback collection strategy is on point! 

  1. Are you gathering feedback via your mobile application?
  2. Are you gathering feedback from your eCommerce store and website?
  3. Are your surveys responsive for mobile users?
  4. Do you embed surveys on your website and on your emails?
  5. Do you have automated analytics in place for your digital customer journey?

If your answer is “No” to any of the questions above, it’s time to take action and incorporate it into your strategy. But do keep in mind that no two customers are the same, and every customer journey is different!

Giving More Priority for Mobile Users 

If you haven’t paid much attention to your mobile users, now is the time to do it. People prefer to do everything on the go and are gradually switching away from desktop platforms. We recommend you revise how feedback from mobile users is gathered and managed.

The truth is, most businesses fail to notice how little attention is paid to their mobile users. But, if it’s the case, you are missing out on a lot. The first step is to make it easier and simpler for mobile customers to provide feedback. Creating concise, relevant, and attractive surveys are a part of them.

Need help with planning a step-by-step plan to manage mobile feedback collection more effectively? Don’t hesitate to contact us!

Case study: Learn how IVALO.COM doubled its customer retention rate

IVALO.COM boosted their NPS by a magical 41% and doubled the customer retention rate only during the time of 6 months. We met with them to learn how they did it and we’re excited to share their story with you. We hope you find it helpful!

Read case study

 

Linda Sinisalo

Senior Customer Success Manager @ Feedbackly

Tags:
customer experience customer feedback customer relationship digital mobile application mobile users website