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BizReport : Mobile Marketing : July 29, 2011

Mobile Brands: Customer experience a priority

To this point, mobile may have been all about the convenience factor, but new research from OpinionLab finds that moving forward mobile will be about the experience - just as online and social have become. The data, conducted during the Forrester Customer Experience Forum, found that 84% of respondents believe a customer experience strategy is 'as important' in mobile as for other online experiences.

by Kristina Knight

"Regardless of whether the platform is a mobile device, tablet or computer, online customer experience is fraught with issues," said Geoff Galat, Vice President of Worldwide Marketing with Tealeaf. "As is the case with fixed websites, how successful companies are with their mboile channels will depend largely on their customers' ability to complete transactions easily."

Other interesting findings include:

  • 87% believe online customer experience management should be a top priority
  • 50% have customer experience as a top priority now, 50% plan to adopt a strategy soon
  • 28% are adopting a CEM strategy to improve satisfaction, 19% to attract new clients
  • Meanwhile, data from General Sentiment finds two mobile brands fighting to be the top global brands. Google, primarily known as a search engine, surpassed Apple as the top brands for Q2 2011. Google's buzz factor has been helped along by the release of Google+, an increase in adoption of Google's Android mobile platform and Chrome browser.

    "The tech sector continues to drive the top ten brands as consumers tend to follow these companies closely and discuss new technology products heavily in social media sources," said Greg Artzt, CEO, General Sentiment. "However new product innovations and strong earnings are driving brand value for non-tech companies."

    Google, Apple and Microsoft are the top three global brands for Q2, following by Mercedes-Benz and Ford. Yahoo, Sony, Intel, Canon and Panasonic are also in the top ten.

    Tags: customer experience, customer satisfaction, General Sentiment, mobile commerce, mobile marketing, OpinionLab

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