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

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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.