Mobile experiences make or break customer loyalty
By Danielle Wightman-Stone
27 Jun 2016
A new study by LogMeIn has revealed that 85 percent of consumers are unlikely to do business with the same organisation again following a bad mobile experience, which the technology firm states is why delivering a consistent and satisfying mobile experience is so important.
The report ‘Effective Mobile Engagement Report 2016’, interviewed 8,000 consumers across Europe, the US, India, Australia and New Zealand, and found that on average only 52 percent of respondents reported that they were satisfied with their last mobile engagement with a business, down from the 59 percent in 2015.
Respondents reported that 27 percent of all of their purchases in the last year were made on mobile devices and 79 percent of consumers have made at least one purchase via their mobile device in the last year. With reports suggesting that by 2018, 50 percent of all e-commerce purchases will be made via a mobile device.
53 percent of customers also stated that they regularly used their mobile device to research products or services before buying, while 44 percent said they actually purchased these products or services on their mobile device, up from 41 percent last year.
Despite the importance of high-quality mobile engagement, satisfaction has declined over the last two years, with retailers seeing a decrease from 64 percent satisfied to 55 percent.
This satisfaction decline is linked to customers becoming increasing frustrated with the lack of support available through a mobile website or app. With easy to find contact information ranking highest among factors to ensure a good mobile experience, while 72 percent added that they have abandoned a mobile experience because it was too difficult to initiate contact.
Security was also important, with 71 percent of consumers reporting that they would spend more money via their mobile device if one or more concerns were addressed. While 35 percent believe it should be easier to compare products on the mobile device and 33 percent cited lack of confidence in the security of e-commerce sites and apps as a significant issue.
“There are more ways than ever for companies to engage with customers and mobile is a vital part of a company’s e-commerce success,” said Dave Campbell, vice president of product marketing for customer engagement and support and LogMeIn. “Customers expect a seamless experience and access to information across all of the channels and devices they use. While not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.”