While organizations are judiciously deploying their mobile application strategy, there are 10 major mistakes that cause mobile customer service failure, according to Gartner, Inc.
"The desire of many organizations to extend their customer service to the mobile platform market has led to the misconception that any good application can also make a good mobile application," said Johan Jacobs, research director at Gartner. "IT leaders should not assume that, because all smartphones have browser and Web access, their content is ready for mobile devices. They need to plan for content with products and services that are specifically suited to the mobile channel, or users will be left with an indifferent or poor experience."
Gartner said organizations should develop a mobile application strategy that enables them to capitalize on the unique opportunities presented by mobile technology. There are four areas that need to be addressed when developing this strategy:
"If done well, mobile solutions can expand the channels of communication with customers, employees and business partners, and can result in better customer retention, increased sales, improved employee productivity and more," said Mr. Jacobs. "Done poorly, mobile solutions can very easily destroy your customer service reputation."
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