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BizReport : Mobile Marketing : February 04, 2015

Study: In-app service linked to customer satisfaction

A new study indicates mobile, specifically apps, may be more important to brands than many have thought. For the past couple of years experts have insisted that mobile website need to be optimized and mobile data cultivated, but new data out from Contact Solutions is linking app service to customer experience, as well.

by Kristina Knight

According to Contact Solutions' Mobile Spend in 2015 in-app service can influence how mobile shoppers feel about brands. In fact 1 in 4 shoppers who had to leave a mobile app to get help from a site were 'unlikely' to make a transaction with that brand at all.

"Our latest research found that the next generation of mobile apps will need convenient in-app customer care not only to stave off cart abandonment, but to build brand loyalty as well," said John Hibel, Director of Marketing at Contact Solutions. "Even though retailers have started investing in mobile apps, shoppers are often left wanting more. When they are forced to switch channels to get the assistance they need, this fractures the brand experience and makes consumers far more likely to abandon shopping carts--and what's more, they'll often abandon the brand entirely. Losing shoppers due to a poor mobile experience is a real risk for retailers in 2015."

Other interesting findings from the Mobile Spend in 2015 report include:

• 27% of shoppers use mobile devices while in the store they are shopping, 26% use mobile devices to shop while in competitors' stores
• In-app recommendations drive 23% of purchases
• 33% say they 'spend more time' in apps that make recommendations
• 81% say they've 'needed help' while in an app and half say they 'actively dislike' leaving the app to get help

The study also reveals that while most shoppers (54%) are influenced by coupons and deals, 34% want simpler product comparison options via apps/mobile devices and 25% want a better way to get help while in-app.

Image via Shutterstock

Tags: app trends, Contact Solutions, m:Commerce trends, mobile commerce, mobile marketing, mobile marketing trends

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