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Effective Mobile Engagement, European Style (Part 2 of 2)

Written By: Ross Haskell | Date: Thu, 12 Jun 2014

In our last post, we looked at some of the geographic differences around the frequency of mobile engagement, and the channels by which consumers choose to engage while mobile.  Across the EU countries for which we gathered data, we noticed some interesting variances.  Unfortunately there is an area where about all the respondents – regardless of nationality – seem to agree.  That is quite simply that the perceived quality of mobile engagements – across industries is, frankly terrible. On a seven point scale, the best any industry could muster in a top-two-box analysis was a paltry 63%.  No business can effectively compete when not even 2/3rds of their customers rate their mobile engagement interactions as “Satisfactory” or “Very Satisfactory”.

And there aren’t any bright spots when we look at the individual European countries either.  The UK across industries does better, but it’s still not stellar performance.  Germany and France are downright awful while Italy and Spain aren’t much better.  It is interesting to see that certain industries do better or worse depending on the country in question.  Mobile engagement with schools, for example, is far better in France and the UK than any of the other countries.  Spain is below the line for the most part except for one highlight – Shipping and Logistics firms.  One interpretation of these findings is that mobile engagement has a ways to go.  And while that is certainly a valid perspective, another way to look at this is that across every industry and across every country, there is an arbitrage opportunity; nobody is getting mobile engagement right so the first to do so can enjoy the spoils of  victory.

While this may seem like a tall order, our Effective Mobile Engagement report surfaced at least three things actionable things that firms can do right now.  Across geographies, respondents indicated that engagements occurring on mobile devices – simply owing to the mobile factor – change  the way the engagement is perceived from a satisfaction standpoint.  Further, mobile engagers are harder to please.  Here are three ways to ensure success:

  1. Speed– mobile engagements need to be fast in every conceivable way.  The time someone has to wait to be connected should be minimized or eliminated.  The length of the engagement should be shortened.
  2. Technology – mobile customers want access to multiple ways to connect with you but they want the technology to fade to the background when not in use.  Ideally, it’s a technology they can control.
  3. Shared Urgency – It’s not just about speed –it’s about urgency.  Mobile customers want to know that agents are aware they are mobile and actively working to solve their problems first.
BoldBlog | Effective Mobile Engagement, European Style (Part 2 of 2)


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