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BizReport : Mobile Marketing : May 07, 2014

Top 3 tips to improve mobile customer service

Customer service is increasingly important with shoppers engaging with brands via social networks, mobile devices and online as well as through traditional phone and in-store channels. One expert offers his tips to improve the mobile customer service experience.

by Kristina Knight

First, get basic. Yes, every retailer wants to have the flashiest mobile site. But before investing on bells and whistles, Duke Chung says make sure the basic site functions properly.

"This involves putting customer service access front and center so customers don't have to scroll or use additional navigation to get support when they need it," said Duke Chung, Co-Founder, Parature. "It's a terrific idea to survey your customers to see what customer support features would be most useful to them in a mobile app. Some examples might be click-to-call, chat or social media support. Because the screen size is so limited when it comes to mobile, you don't want unnecessary or unused navigation or buttons adding clutter or causing confusion, especially when it comes to service and support."

Second, make it easy for shoppers to find FAQ sections and other self-serve customer support options.

"Be sure to keep the mobile content simple and searchable. If you've got customer content that is disorganized, dated or is pages long, you're going to lose your connection with mobile consumers. Keep up with design trends that include scrolling through a single page rather than clicking through multiple pages and incorporate video when possible instead of lengthy written content," said Chung.

Third, make it simple for shoppers to access the full website/support portals from the mobile screen.

"Include access to your brand's full site or your site's support portal where customers can go to access not just additional information, but additional support channels, and the key to success here is having a mobile responsive site and service portal. Seamless service between channels is now an expectation, and if mobile customers have problems, especially outside of regular business hours for support, social media is just a click away to voice their public dissatisfaction with your brand's service," said Chung.

Image via Shutterstock

Tags: mobile customer services, mobile marketing, mobile tips, Parature

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