Measuring Mobile Customer Experience Satisfaction: ABC Case Study Offers a View into How it Can Be Done

摘要

Delivering a high-quality customer experience is more important than ever. With the rise of the Internet and now with a surge in mobile users, it's easier and less costly than ever for customers to switch brands. In the past, consumers needed to travel to purchase alternatives - creating inconvenience loyalty, but now they can change brands with a few mouse clicks or finger taps. In an era in which fickle consumers are empowered with always-on devices at their fingertips, creating brand loyalty is critical for organizations to remain competitive. Experience, however, is not just a one-time event; it builds over time and it's based on experiences from all touch points, including in store, web, mobile, contact centers, e-mail and social media. Monitoring and measuring that experience across channels has become a critical business initiative.