Mobile Tech: A Blessing or a Curse for Your Sales Funnel

Though it took a while to get there, mobile technology usage has finally surpassed desktop usage. In the United States, mobile time is now significantly higher at 51%, compared to 42% on desktop. While people are still using the mobile web, a whopping 90% of time on mobile is spent in apps. In the past, providing a mobile experience for consumers was a nice bonus feature; now, it is completely necessary to provide the best possible customer experience.


You must focus on delivering a memorable experience across all stages of the funnel, while still remaining relevant during the rapid innovation of digital and mobile.


How Mobile Empowers the Consumer


Traditionally, we’ve used the sales funnel to illustrate a fairly linear progression from brand industry to purchase. Marketers focus on the awareness and interest stages to generate the leads that sales takes through the rest of the funnel.


Mobile technology completely changed that funnel – because it puts the power in the hands of the consumer. They can research and learn about your company and products before they even set foot in your store, pick up the phone to call you, or send an email… if they even decide to take those steps to contact you.


The ability to research and learn more on their own before making any kind of contact with your company means that customers are skipping stages, entering the funnel in the middle, and some are even going through the stages out of order.


The unpredictability of the customer journey can create chaos for you as a business. Thanks to reduced attention span, among other factors, customers are no longer following the traditional linear journey – meaning you have to work harder to ensure that no matter what touch points your customers use, they get the experience they want.


More Competition for You


Because of the way mobile has changed the customer funnel, your business has stiffer competition. Tech giants like Google and Apple are ultimately the ones setting high customer experience expectations, and continuously raising the bar. If your business doesn’t embrace the new customer funnel – either by ignoring it completely, or waiting too long to jump in, you’ll fail to meet customer expectations. Poor customer experience costs US retailers an estimated $62 billion a year. That’s up more than $20 million a year from 2013.


Sales teams have most certainly always had their work cut out for them, but as time goes on, they’ll have to work smarter to capture and maintain their market share. But that’s where it pays to join your customers in the mobile revolution. Using a mobile CRM lets you connect with customers no matter where you are – at home, the office, or on a coffee run. Take notes, update files, and more in the moment – giving you a better chance of connecting with the prospect and furthering your relationship.


Mobile is a Blessing and a Curse – But You Can Make it Work


Mobile technology is a bit of a curse, because it makes the sales funnel more complicated. You never know where customers will enter or exit the funnel, so you can’t focus on a singular customer journey. But, at the same time, because it puts the power to research and learn about your company in their hands, if you put the right information out there to educate your potential customers, you can shorten the time they spend in each stage, and focus on delivering a great customer experience.


While you’ll have to do more to impress your customers and always stay one step ahead of the competition, mobile technology is really only a curse if you don’t know how to make it work for you.


Acting on Feedback: What To Do With All That Data

While you may have every intention of taking customer feedback and using it to shape how your business operates in the future, that’s a lot easier said than done. While customer surveys can give you data and feedback on every aspect of your business, from your products and sales process to your website and stores, the fact is, it is a ton of data, and sometimes it’s so overwhelming you don’t know what to do with it.


It’s a common issue. Brands want customer feedback, and then they’re unsure what to pay attention to or what action to take from there. Here, let’s look at some strategies for leveraging data the right way.


Start with the Best Survey Questions

The longer the survey, the more likely it is customers will grow impatient and abandon it without finishing. Boil your survey questions down to just those responses you want to determine how your brand is doing. If you genuinely have 20 questions to ask, consider breaking the survey down into several and focusing on one aspect (the online checkout process, for example) per survey. (Bonus: the shorter the survey, the higher the response rate you’ll see!)


Consider What You’re Trying to Glean

You likely already know what your business hotspots are. Maybe you have concerns about the service customers are receiving in your store, or you’ve had issues with shipping orders out in a timely manner. These are the areas where you want to put extra attention once you get feedback. Input from customers can help you figure out how to fix what you already knew was broken.


By focusing on identifying and fixing your weak areas, you can improve the overall customer experience. End result: you impress your happy customers and win over customers who aren’t already crazy about you.


Get Your NPS On

Your Net Promoter Score® is a simple tool designed to help you keep track of your overall customer satisfaction. It measures the number of Promoters your brand has — those who go out of their way to tell others how great you are — against Passives (indifferent to you) and Detractors (tell others that they had a bad experience with your brand).


Keeping track of your NPS over time will give you a sense of how your brand reputation changes. Ideally it would continue to rise, but if it declines, it’s time to take action.


Actually Pay Attention to Survey Analysis

When you conduct a survey, you get tons of rich data. It’s up to you to assess it and take action toward improvement. For any area where you see trends, such as long hold times on your customer service line, create an action item. For that example, you might decide to hire more customer service representatives to take the load off your existing staff and shorten hold times.


If you consider customer surveys as an opportunity to improve your business, kudos to you. Just remember to know what you’re measuring and be ready to make changes to bump up your NPS and overall customer satisfaction. You can always send out a new survey after you’ve made steps to improve a situation, and hopefully then you’ll get better results.




8 Tips for Mobile Business Success

8-tips-for-mobile-business-successWith more internet searches taking place on mobile devices than on computers these days, it pays to have your business prepared for the mobile era. In 2016 the majority of social media and business users are employing their mobile devices and mobile business success relies on optimizing the mobile experience for both your clients and your sales force.


  1. Create an App

If you haven’t already got a mobile app up and running, now is the time to step up and jump on the technological bandwagon. Use a flexible design, so they can be easily and clearly viewed from any platform. An easy to navigate homepage is a must, and regularly updated content keeps people coming back. Buying and selling should be easy to achieve via the app, and the use of special incentive rewards and discount codes is popular with on-the-go mobile users.


  1. Allow Visitors to Opt In

Make it easy for people interested in your brand to get information from your company, with an opt-in to receive text alerts, emails and updates. These have more success than opt-out versions because you can be certain that the client is interested in what you’re selling. Use your CRM data to tailor the contact to meet the requirements of the client so they really are getting the stuff they’re actually keen to hear about.


  1. Keep it Relevant

Every contact made should be relevant to the prospective client and their specific needs, and with the help of mobile CRMs, this can increase productivity by 20%. Using an established CRM tool makes contact management easier than ever been before. A mobile CRM can help you easily find exactly what you’re looking for, exactly when you need it. Comprehensive records ensure you know when customers are contacted with what information. And because the data is recorded immediately after meetings and events, it is updated in real time, so your whole team is always up to date.


  1. Brevity

Richard Branson once said “If an idea is a good idea you should be able to pitch it in two or three sentences, and two or three sentences fit very neatly on the back of an envelope.”


As one of Britain’s most successful entrepreneurs, it’s safe to say he knows what he’s talking about. Keep your headlines brief and your information efficient and interesting. Catch their attention within the first second of glancing at the opener to draw in more interest, leading to a click through to the page detailing the product or idea.


  1. Feedback Monitoring

Keep a close eye on how many and which emails lead to click-through, and how many of those are leading to purchase. Again, your CRM can help to make this simple and can give you the tools needed to help you view the latest information on each customer, and to advance your customers and prospective customers to the next level.


  1. Timely Response

Increase your chance of successful lead nurturing by contacting your prospective clients sooner. Research has shown that responding to a new lead inquiry within 5 minutes as opposed to 30 minutes increases the likelihood of that lead turning into a qualified customer by 21 times. That’s a huge jump. Personalized contact, such as using a client’s name in the phone call, text or email generates a 6 times higher revenue than generalized contact.


  1. Social Media

Keep your LinkedIn, Twitter, Facebook, Instagram and other social media pages up to date and use them to initiate and maintain contact, respond to feedback and offer special incentives and discounts. Consider adding quick response (QR) codes for access to special content and rewards.


  1. Customer Service

Exceptional customer service is a huge selling point, and can make the difference between a customer who will declare loyalty and return time and again, or one that will shout from the virtual rooftops that they’ll never darken your proverbial door again. Making each client feel valued and important is vital to repeat business, and customer retention is more efficient and far more profitable than investing in new customer acquisition.


Embracing the mobile phenomenon means your company can target your specific audience and get your unique brand out there, boosting your company’s efficiency and bringing your brand right up to date.