Most leading companies are relying on mobile transformation to boost customers, as well acquire and retain customers for future growth. Here are eight mobile transformation strategies you can implement within your organization and reap the benefits:
Pursue Omnichannel Strategy
Though mobile receives the attention – and rightfully so – your customers are just as apt to visit physical locations or Website, then use their smartphone or other mobile devices to research your products and services, seek peer sentiment and feedback and possibly to interact with your help desk. Many consumers will also use their smartphone to research items while in a store and will order online to be delivered to their house.
A financial institution can have a prospective borrower start an application online, finish it in a branch and supply any additional documentation via mobile capture, which not only captures the image, but also optimizes it and extracts data from it. In healthcare, the patient can make an appointment via mobile, see the doctor in the office and get test results via a secure online connection. You need to have all of your channels work together.
Optimize for Mobile
This just became more critical as Google changed its search algorithm to prioritize those websites that are optimized for mobile. Many large businesses recognized the need to optimize for mobile before Google made the change. The change means that web pages optimized for smaller screens will rank higher in Google searches than desktop sites that require too much zooming and scrolling on the small screen. If your company hasn’t already taken this step, you will want to do so as soon as possible so that you are not left behind. You can see how your site performs now by running Google’s Mobile Usability Report.
Use Image Capture
By enabling customers to use their mobile devices to capture documents, you empower them to control the self-service process for disputes, returns, etc. Using image capture eliminates the chance of paper documents being lost in the mail or once they come into the office while also enabling bill pay, remote deposit, customer onboarding, mortgage origination and new account openings—all from the same platform.
Simplify Onboarding Process
You need to make mobile registration as easy and frictionless as possible. Ensure your mobile applications offer automated business rules and the ability to populate data into other systems for easy cross-sales. The customer who has completed information for a bank deposit account, for example, shouldn’t have to re-enter the same information to open up a credit card account. The onboarding process should also include pull-down menus, automatic fill-ins of zip codes from addresses dynamic workflows.
Integrate with On-premise Beacons
Beacons are a low-cost piece of hardware that use Bluetooth connections to transmit messages or prompts directly to a smartphone or tablet. According to research from Swirl, a beacon marketing platform company, 60 percent of shoppers open and engage with beacon-triggered content; while 30 percent of shoppers redeem beacon-triggered offers at the point of purchase. These beacons send offers to a customer’s mobile phone when he or she comes within a pre-defined range. For example, a beacon in a mannequin could offer a discount for one or more pieces of the displayed clothing to anyone standing within five feet for 10 seconds – someone who is actually looking, not just walking by. The 30 percent redemption rate indicates the interest that such an offer can have.
Enable Mobile Printing
By providing your mobile workforce and sales force with mobile printers they can provide receipts at time of service or sale in those instances the customer wants a physical receipt rather than an e-mailed one.
Integrate Location-based Data
Location-based information substantially augments customer data. According to the Location Based Marketing Association, 85 percent of all data includes some element of location-based information. Since the local detail provides granular micro-marketing detail, it provides benefits for large and small retailers alike with large brands like Macy’s and Lord and Taylor and many smaller brands using location-based details and other data to augment their marketing efforts.
Keep Information Secure
As mobile grows in popularity, so will the hacker attacks, so it is essential that you employ top-level security with your mobile app, including encryption, tamper seals, access/rights management and an audit trails log, all of which are available through an eVault.
Mobile transformation will continue to evolve and so will the best strategies for addressing it, so take note of the eight tips above while also staying attuned to evolution in mobile best practices.