Verastar reports on the findings of new research, which suggests that the ‘mobile experience’ companies provide to consumers can help them secure repeat business.
Measuring mobile interactions
The study was commissioned by software provider LogMeIn and carried out by research company Vanson Bourne. This was a truly global report, with Vanson Borne surveying 8,000 consumers from America, Europe, India, New Zealand and Australia. Vanson Bourne communicated with respondents who had previously contacted a business via mobile, when purchasing products or services.
Business Reporter writes that of those customers surveyed, 85% admitted that if they have a negative mobile interaction with a business, they are unlikely to contact them again. Meanwhile, just 52% of those consumers questioned said that they were satisfied with their last mobile interaction with any given business, a decline from 59% in 2015, according to the study.
Engaging with consumers
The research also found that consumers are increasingly engaging in e-commerce activity via mobile devices. Just over a quarter (27%) of survey respondent purchases were made through mobile in the last year, while 79% of those questioned admitted to executing at least one mobile purchase within the same frame of time. Commenting, LogMeIn Vice President of Product Marketing for Customer Engagement and Support Dave Campbell said:
“There are more ways than ever for companies to engage with customers and mobile is a vital part of a company’s e-commerce success. Customers expect a seamless experience and access to information across all of the channels and devices they use. Whilst not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.”
The report’s findings also indicated that customer satisfaction levels are declining across all sectors. Rising mobile e-commerce activity is putting pressure on companies’ customer support facilities, with the majority of consumers surveyed admitting that they find insufficient support on mobile apps.
Of those questioned, 72% said that they have abandoned mobile sites because they found it difficult to contact staff on these portals. Almost all (91%) of those questioned said that when using a site on their mobile, they believe that it is important to always be able to contact a real person.
Smartphones are becoming an increasingly pivotal element of British life. A 2015 report from Ofcom shows that 66% of UK adults now own a smartphone, spending almost twice as long per day online via these devices than on computers or laptops. Therefore, it is essential that UK small businesses engage with consumers through mobile, in order to secure new and repeat business.
Small companies should invest in the appropriate infrastructure, to ensure that they can supply consumers with a first-rate mobile e-commerce experience. kinex, a brand operated by Verastar, supplies the outstanding business mobile services that small companies require to engage with target consumers via smartphones, in order to provide a great customer experience and increase sales.
Verastar is a leading provider of essential business services to micro SMEs, operating under the following brands: kinex, Clear Business Water, Titan Telecom, Marble Telecom, Economy Gas and 118777 Limited. Our business model is focused on providing a spectrum of consolidated services that disrupt traditional markets and create great savings, efficiencies and value for our customers.