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Why mobile customer support is important and how you can improve the mobile experience
As we discussed in some of the earlier topics, a customer can choose to get in touch with your organization through various channels such as email, chat, social media and so on. While being available on every channel is important to enhance the customer experience, it is also important to note that a lot of these interactions tend to happen via mobile devices.
So, the customer experience is dependent on how seamless these interactions are, and the mobile experience you offer to enable it.
Optimizing customer support on mobile is more than just offering a mobile friendly version of your customer support portal. Several users tend to switch between desktops and their smartphones to access customer support on the go, and hence it is important to ensure a unified experience. While optimizing for the mobile is important, it is important to understand the way customers interact using their smartphones is quite different from the way they do using desktops. For instance when somebody logs into your support portal using a mobile browser, their experience needs to be smooth. This means your support content such as FAQs, videos, and even the chat widget that the customer might use, needs to be optimized and responsive to the mobile browser. Some organizations tend to trim down the options available for mobile, but that’s not always the best way to go about it.
It is basic to recognize that customer support is more than just offering a contact phone number or an email to reach out to. So, presence of live chat support improves the customer support experience on mobile in a big way. It makes it easy for the customers to reach out to your support team on the go, and possibly get the instant resolution they might be seeking.
Making your support portal mobile friendly and offering an exclusive mobile app for customer support are two different things. Having a mobile app, can go a long way in improving your customer experience with lot more options. For instance, you can reach out to your customers proactively with the help of in-app campaigns or push notifications, where you let the customer know that they have received a coupon deal or a response from your agent, even when they are not logged into the mobile app. Some apps such as Freshchat, even offer an in-app FAQ experience, i.e., offering the ability to access relevant FAQs from within the app thus enhancing the user experience by taking them to the right self service content at the right time.
Lastly, analyze your customer behavior on mobile support by tracking their activities on your app as well as mobile browsers. Then you can segment the users based on the actions they take, or based on where they are in the customer journey and personalize their experience accordingly.
Next topic- How to hire your first customer support rep
As the number of support requests grow, you need to take a strategic approach to addressing the needs of your customer. As the complexities of each support request tends to vary, you need to streamline the process for handling different kinds of tickets.
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