A recently published  article titled 12 Customer Experience Trends for 2011 summarizes areas to watch for 2011 –  many are covered in  prior articles in this blog. The first trend  by the author Omar Zaibak suggests as a key directions for 2011, for consumers are Cell Phone applications:

Mobile Customer Experiences

Mobile is a fast growing marketing and customer satisfaction force. As more and more organizations start of offer mobile applications, the table stakes for their competitors rises. So if one bank offers mobile banking, and other banks don’t, the customer satisfaction with the other banks will suffer. If one restaurant is offering discounts through texting or QR codes, and neighboring restaurants in the same class don’t, customers will notice and ask for them.

2D Bar Codes or QR (Quick Recognition) codes are square codes that users take a picture of  with their cell phone. An application turns that picture into a URL link which can provide the cell phone user with information or special offers. When these start to be used by an early adopter in an industry, and customers see value in the what is offered (either information or a special offer or discount), the same will be expected of others in the industry.  Examples are:

  • Product details
  • Contact details
  • Special offer details
  • Event details
  • Competition details
  • A coupon
  • Twitter, Facebook IDs
  • A link to a YouTube video
  • Real Estate Home video / details

Here’s an example of a Realtor  sign with a code designed for a property sale. Those signs work 24 hours a day and  prospects driving buy can take a picture of the house or building, and the QR code and go home or back to the office and check out more information.

When one Realtor starts offering Youtube videos to show a home or office building, QR codes on the lawn, details on websites, then customers start to expect the same of prospective agents for their own homes or offices or for homes or buildings they might like to buy.

In a prior post, I covered how Yelp provides users with Reviews of nearby businesses on their cell phone in many categories:

  • Professional Services
  • Shopping
  • Health and Medical
  • Restaurants
  • Home Services
  • Food
  • Local services
  • Beauty and Spas
  • Automotive
  • Event Planning and Services
  • Real Estate
  • Financial Services
  • Hotel and Travel
  • Nightlife
  • Active life
  • Religious Organizations
  • Mass Media
  • Pets
  • Public Services
  • Local Flavor

Stickybits is another technology that using regular Bar codes for additional information and reviews.

Businesses need to be aware of these new ‘information’  tools and be prepared to address customer expectations for information services  assoicated with their industry.

In addition, organizations need to provide information about their location, hours of operation, and telephone number on mobile website so prospects using search engines on mobile phones can find them.

Are you seeing Mobile applications as a trend in your organization? Leave your thoughts in the comments section below.


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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

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