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Mobile guide IBM Software Industry Solutions A report on the Mobile Customer Experience Based on the Harris Interactive Mobile Transactions Survey Contents Introduction Mobile soon to become the dominant online channel Mobile Customer Experience ?ndings S

IBM Software Industry Solutions A report on the Mobile Customer Experience Based on the Harris Interactive Mobile Transactions Survey Contents Introduction Mobile soon to become the dominant online channel Mobile Customer Experience ?ndings S urvey ?nding new platform same issues Survey ?nding great expectations S urvey ?nding business implications S urvey ?nding mobile is everywhere Survey fnding mobile transactions can be frustrating S urvey ?nding taking it to the tweets Conclusion I mproving the Mobile Customer Experience Methodology About Harris Interactive Introduction In February Harris Interactive conducted a survey on the Mobile Customer Experience commissioned by Tealeaf now IBM a leader in online Customer Experience Management CEM The survey illustrated the extent and impact of issues that consumers encounter when conducting transactions via their mobile devices such as smart phones and demonstrated the business impact of these issues The survey focused on identifying the types and frequency of mobile transaction issues the behaviors of consumers who have experienced challenging or failed mobile transactions and the overall e ?ect these mobile customer experience problems have on brand and loyalty The survey also explored the levels of frustration consumers experience when encountering transaction failures on their mobile devices comparing these frustrations to other commonly frustrating occurrences such as being stuck in tra ?c High-level ?ndings from the survey include ? Consumers surveyed expect the mobile experience to be better or equal to the in-store and online using a laptop or desktop computer experience ? More than four in ?ve US adults who have conducted an online transaction via a mobile device in the last year report experiencing a problem percent ? Businesses may be losing customers due to poor mobile experiences percent of all online adults surveyed said they would be less likely to buy from the same company via other purchase channels if they experienced a problem conducting a mobile transaction Note Throughout this report ??consumers ? refers to online US adults ages who have conducted an online transaction including e-commerce purchasing transactions travel reservations and online banking transactions such as bill pay or fund transfers using a mobile device a smart phone such as an iPhone Droid or BlackBerry that supports Internet browsing capabilities or downloading mobile applications within the past year IBM Software Industry Solutions The complete methodology for this survey can be found at the end of this report Further all facts percentages results etc with the exception of those referenced in footnotes and are all part of the Harris Interactive survey and will not be footnoted separately Mobile soon to become the dominant online channel Mobile devices are set to become the medium for digital commerce According to an ABR Research press release the mobile- commerce market is ??expected to account for percent of overall e- commerce revenues by the end of This represents the result of some spectacular growth in when the mobile online commerce market doubled in size to billion ? According to Forrester Research ??In customers will demand greater ability to interact with customer