Getting From MCommerce to MServiceGetting From MCommerce to MService

Just like Google helped to force improvements to mobile browsing, consumer demand should help to force the issue of Mservice.

A few years ago, many retailers were under the misconception that mobile browsing was just an 'extra' to the desktop king, but they were quickly proved wrong.

The percentage of retail revenue from mobile commerce has more than doubled from 2011 to 2015, according to Gartner. Gartner's research has also demonstrated the staggering extent by which the smartphone is outstripping PC sales. By 2017, PC shipments are forecast to decline 20% and mobile is predicted to grow by 80%.

Now that everyone has a mini-computer in their pockets all-day-long, the desktop computer is no longer the necessity it once was. Google has even joined in the push toward mobile, forcing businesses to make their sites mobile-friendly. Mobile search results now feature "mobile-friendly" labels next to each site that complies with Google's criteria.

Despite the mobile revolution being loud and clear, when it comes to customer service, the same mobile misconception continues, with few retailers offering true mobile customer service, or Mservice.

What's important to remember is that mobile browsing is only one part of the experience; mobile customer service is equally significant. If customers are browsing on their mobile, chances are they'll want to get in touch this way too.

Described as the "remote control for life," by Salesforce blogger Alex Hisaka, the mobile device is part of whatever we do, and it makes sense for customer service to be another part of the mobile experience.

So what's the secret to MService success? Similar to mobile browsing, mobile customer service needs to offer more than just a glimpse of the full service. Customers expect the same level of customer service on their mobile device as they do via any other channel.

One of the most successful ways that customer service is impressing mobile users is via mobile applications.

The Growth of Apps
Gartner predicts that by 2017 mobile apps will be downloaded more than 268 billion times and generate more than $77 billion in revenue. But apps aren't just about selling – they need to offer a way for customers to get in touch too. Gartner estimates that mobile users provide personalized data streams to more than 100 app providers every day.

"Mobile apps have become the official channel to drive content and services to consumers. From entertainment content to productivity services, from quantified-self to home automation, there is an app for practically anything a connected consumer may want to achieve," said Brian Blau, research director at Gartner, in a release. "This connection to consumer services means users are constantly funneling data through mobile apps. As users continue to adopt and interact with apps, it is their data -- what they say, what they do, where they go -- that is transforming the app interaction paradigm."

This means that mobile customer service apps need to be designed with the mobile user in mind – the app must be able to be explored by swiping, pinching and tapping. It also means an app where customer service is integrated as part of the browsing experience.

Getting the Bigger Picture
Apps are not just convenient for the consumer; they offer businesses a way to build a bigger picture of that customer's history.

Apps are a huge opportunity when it comes to gathering data. Imagine you receive a lot of complaints about a product or a technical aspect of your site. Instead of seeing these as isolated incidents, app-based customer service allows you to make connections between individual complaints to recognize and address a wider problem.

Mobile marks a new era of service, where customer service teams do more than just react to problems and instead play an active role in the development of the business.

The Rise of WhatsApp
While some apps are designed with customer service in mind, many start out as purely personal-use apps, but quickly move into business.

For instance, most social networks were first popular as a way to communicate with friends, but have since become great platforms for customer service – for customers to do everything from complain about a faulty product to research a store location.

The same story applies to WhatsApp, which already looks set to overtake Twitter as a customer service channel. While you can use the app to chat to friends, you can also use it to get in touch with companies.

Just three years younger than Twitter, the app is already making Twitter look old. According to figures released by WhatsApp CEO Jan Koum in January, WhatsApp has over 700 million monthly active users, BizReport's Helen Leggatt reported. This compares to 284 million monthly active users of Twitter.

WhatsApp's messaging service is everything customer service in the mobile era should be. Part of the reason for its success is that it's completely mobile-focussed – asking users for a mobile number instead of an email address to sign up.

It also has the added benefit of being private, compared with social networks. While it can be in the customer's interest to name and shame a company on social platforms, some inquiries are more personal and a private instant messaging platform is more appropriate for a B2C exchange.

The app offers retailers other potential opportunities – for instance the ability to scan a QR code on product packaging, which would instantly take the user through to the right customer service team for instant support over WhatsApp.

Other apps can learn from the success of WhatsApp, in terms of how to craft a personal and immediate experience with consumers.

The Growth of Salesforce Apps
CRM providers, such as Salesforce.com, have led the way when it comes to mobile service – creating an engaging service for consumers and customer service agents alike.

Salesforce1 and Salesforce1 Lightning allow businesses to create customer-facing and employee-facing mobile apps, making it easy for customers to get in touch and even easier for agents to reply. Plus, it's one of the fastest ways to build an app, allowing business to react and adapt to consumer demand as rapidly as is required.

An Integrated, Omni-Channel Customer Experience
As with any new communication channel, businesses need to ensure apps are part of an integrated customer experience. A company's mobile app should work seamlessly alongside other communication channels.

For example, if a customer starts out on the app, then switches to Facebook, and then switches again to call the contact center, businesses need to be able to track all this as one conversation.

When Will We See True Mservice?
It shouldn't be long until the mobile phone is the go-to device for every situation. Just like Google helped to force improvements to mobile browsing, consumer demand should help to force the issue of Mservice. Retailers that are slow to adapt to this second step toward mobile living will lose out.

What do you think needs to happen for mobile customer service to truly take off? Which apps are currently leading the way? Share your thoughts below.

Jonathan Gale is the Chief Executive Officer at NewVoiceMedia. He has previously held senior roles at Mimecast, MessageLabs and BT. In this blog Jonathan gives his own perspective on the use of cloud-based technology for businesses and call centers. Outside of work Jonathan is an accomplished triathlete and competes in the MSA National Historic Rally Championship.