Every organization goes through cycles, from year beginning, monthly and quarterly results and year end. As a new year approaches, one of the exercises every department goes through is planning for the year ahead. Customer Satisfaction strategies and processes need to be reviewed as well.The most important things to review are Management Strategies, Customer Expectations, Customer Feedback, Measurements and Targets and Management Reporting.

Can Mobile Apps be used for Customer Service?

Tuesday, September 6th, 2011

Location based apps can be used as a customer service tool, if you broaden what the term customer service means. Examples from Pepsi, Kraft Foods, Meijer, Mall Maps, Real Estate and Weather channel are covered in this post. Read the book The Third Screen by Chuck Martin for more examples.

Luna Park, a theme park in Sydney, Australia, has implemented an application that integrates smart phones, bar code readers, photo taking devices, Facebook and email to provide a real time feed of what users are doing at the theme park to their Facebook friends plus a summary of the day. It’s called My Experience. During the day, there are posts to your friends on what rides you are taking and a picture of you on a ride and a score on how ‘daring’ you are. What is this? It’s a testimonial for the theme park. Indirectly, the act of posting a stream of actions taken by users is providing their friends word of mouth feedback using Facebook that they are having fun and after the fact, that they had fun, at Luna Park. Or they can send an email to their friends with a summary. Great word of mouth!

A recent survey by Unica, an IBM subsidiary called the State of Marketing 2011 – Unica’s Annual Survey of Marketers highlights the challenges marketers face in this rapidly changing business environment. Interactive Marketing is changing the methods of communicating with customers; it is ‘the meaningful alternative to imposing messages on customers that they no longer want to hear.’ Three types of media marketers need to be aware of include Earned Content, such as reviews, testimonials and references, all customer satisfaction elements. Customer satisfaction strategy needs to change to accommodate the new channels.

IBM has made some recent announcements to help its customers with changing consumer demands based on new web and mobile techniques. As a result, IBM has announced the Smarter Commerce consulting practice and new software to measure social interaction to help their clients with these new abilities. As a by product of these rich information being gathered there should be an improvement not only in marketing information but in customer satisfaction data as well.

Of the key trends in 2011 will be mobile and mobile applications. Mobile is a fast growing marketing and customer satisfaction force. When an early adopter in an industry starts to use Texting, mobile applications and mobile QR, 2D or Stickybits code, it raises the bar for competitors. The table stakes get raised and customers EXPECT all businesses in the same industry to offer the same or better or a much lower price!

Mobile applications are starting to grow exponentially and allowing users to view complaints or compliments of businesses or products in new ways. Sitckybits allows users to scan a barcode or QR code and attach digital content (like complimentary reviews or complaints) to the code that can be viewed by others who scan the same code. Learn more about Stickybits.

Social media added new complexities to customer satisfaction strategies and processes and Mobile adding another new dimension. Mobile phones are being used by consumers to choose local businesses with positive user reviews. A video of the iPhone Yelp app shows how.

Have you checked out Google Maps? It is a very convenient service to help you find directions to where ever you are going, including in many locations, a street view of the place you are planning to visit. But there are more features on Google Maps than just finding your way. Did you know customers can leave reviews of sites they visit on Google Maps?

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