Managing Your Mobile Customer Experience

By: Kate Zimmerman

April 4, 2016

CEM Programs
CEM Solutions
Customer Engagement
customer experience
customer experience management
Customer Feedback

Today’s society is constantly on the go and always connected. Businesses can no longer expect their customers to provide feedback at a certain time and place. Customer experience management programs need to be mobile friendly and mobile optimized so that customers can provide feedback when it’s convenient for them, not the company.

Probably the most obvious and widespread from of mobile customer feedback is social media. Many of your customers have Twitter and Facebook at their fingertips and it takes them less than a minute to share about their cold food or long line. However, if you have a social customer service plan in place, this should prove to be an opportunity for your business, not a red flag. A quick, personalized response validates the customer’s frustrations. Take it a step further and contact the offending location so that an employee on site can reach out to help solve the problem.

Social customer service can be challenging to staff, though. Your customers are your customers 24/7, but you don’t want your employees to be tied to their desks. Using a follow-the-sun approach and mobile applications, your social customer service team can be alerted of problems and route them to colleagues in another time zone who can help resolve the problem. With the proper training and tools, this should take only a matter of minutes.

However, sometimes the tables are turned and you need to reach out to your customers and ask for their feedback. Make sure that every survey you send is optimized for mobile. Simple tricks such as auto-advancement to the next question can help save your customers’ time. Mobile users are bound to be distracted, so make it as easy and quick as possible for them to provide feedback. This also means shortening your surveys, especially if you anticipate that most of your customers will be taking them on a mobile device.

For example, Expedia sends travelers an email as soon as their flight lands, asking how it went. Inside the email is a smiley face and a frowny face. One click and you’ve already provided feedback to them and the airline. The survey then directs you to a web browser with additional opportunities to provide feedback. That first question, though, is key to gathering useful insight and encouraging customers to actually take the survey, without expecting a huge time commitment from them.

Finally, you must give your customers an opportunity to provide feedback in a structured manner on a regular basis. Incorporating survey questions into your app, in a way that feels organic to your users, is a great way to solicit feedback. As before, the survey needs to be short and sweet. Complicated rankings and long questions will not work. A handful of multiple choice questions with an opportunity for open ended feedback, however, is a great way to engage with your customers without taking too much of their time.

Ride sharing services like Uber and Lyft have done a great job with this, and rightfully so since customer feedback is part of their business model. At the end of each ride, they simply ask you to rate your driver on a scale of 1-5. Once you’ve done so, it’s very easy to continue using the app. However, they do give the opportunity for additional feedback if you choose to do so.

Mobile has proven that it is far more than a passing phase. It is an integrated way of life and your customer experience management program needs to work with it. Make sure that you’re not only measuring customer experience; you’re also considering the experience your customers have while providing you feedback. It’s just one of the many ways that you can differentiate yourself from your competitors.


Kate Zimmerman is a Content Marketing Specialist at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.