IBM Software A report on the Mobile Customer Experience Based on the Harris Int

IBM Software A report on the Mobile Customer Experience Based on the Harris Interactive 2011 Mobile Transactions Survey Introduction In February 2011, Harris Interactive conducted a survey on the Mobile Customer Experience, commissioned by T ealeaf (now IBM), a leader in online Customer Experience Management (CEM).1 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 effect 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 traffic. High-level findings 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 five US adults who have conducted an online transaction via a mobile device in the last year report experiencing a problem (84 percent). • Businesses may be losing customers due to poor mobile experiences: 63 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 18+ 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. Contents: 1 Introduction 2  Mobile soon to become the dominant online channel 2  2011 Mobile Customer Experience findings  2  Survey finding: new platform, same issues  2  Survey finding: great expectations  3  Survey finding: business implications  3  Survey finding: mobile is everywhere  3  Survey fnding: mobile transactions can be frustrating  3  Survey finding: taking it to the tweets 4 Conclusion 4  Improving the Mobile Customer Experience 4 Methodology 5 About Harris Interactive 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 2 and 3, 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 24.4 percent of overall e-commerce revenues by the end of 2017. This represents the result of some spectacular growth in 2011, when the mobile online commerce market doubled in size to $65.6 billion.”2 According to Forrester Research, “In 2013, customers will demand greater ability to interact with customer service organizations via mobile devices. More than one-third of US online adults own a smartphone; 43 percent of them fall into Forrester’s SuperConnected consumers category. (see endnote 8) SuperConnecteds use their phones for information, research, commerce, and service.”3 2011 Mobile Customer Experience Survey findings Survey finding: new platform, same issues More than 4 in 5 online adults who have conducted a mobile transaction in the last year have experienced a problem. Although mobile devices are transforming the way people transact online, the mobile customer experience leaves much to be desired. Consumers often struggle to do business from their mobile devices. The issues go beyond connectivity and download speeds – the mobile experience itself is fraught with obstacles that can keep consumers from accomplishing their goals. Of those who experienced transaction issues via their mobile devices: • 34 percent received an error message • 29 percent said the app/website was difficult to navigate • 25 percent were unable to complete a transaction due to an endless loop • 23 percent had trouble logging in • 16 percent said they encountered insufficient, incorrect, or confusing information Some of these issues are technical, but many of the things that cause mobile consumers to struggle are not error- or problem-related, making them harder still to detect, diagnose and resolve effectively. Interestingly, previous online consumer behavior surveys conducted by Harris Interactive show similar results for online transactions from desktop computers and laptops. Between 2005 and 2009, Harris Interactive conducted five online consumer transaction surveys on behalf of T ealeaf (now IBM). On average, 86 percent of online consumers surveyed experienced similar issues when transacting online from traditional desktop or laptop computers. The new mobile survey highlights that while the platform for conducting transactions is shifting, consumer struggles continue. Survey finding: great expectations Nearly half of adults who have conducted a mobile transaction in the last year expect the mobile experience to be better than the in-store experience. Consumers have very high expectations for their mobile experience. Adults who have conducted a mobile transaction in the last year were asked to compare their expectations for shopping via mobile devices versus other purchase channels. Of those surveyed: • 47 percent expect the mobile experience to be better than the in-store experience • 80 percent expect the mobile experience to be at least as good as the in-store experience • 85 percent expect the mobile experience to be better than or equal to online using a laptop or desktop computer IBM Software 2 Industry Solutions This mirrors the results from earlier Harris Interactive surveys on online transactions from computers, suggesting that consumers are ready and willing to embrace everything that mobile transactions have to offer. Survey finding: mobile transaction issues can be frustrating 23 percent of mobile consumers who experienced an issue in the last year cursed at their phones. Just how frustrating are customer struggles on a mobile device? The survey found that more adults are extremely or very frustrated by failed mobile transactions (58 percent) than by going to the DMV (50 percent) or waiting in traffic (56 percent). The survey also found that mobile consumers often resort to interesting ways to vent their frustrations, including: • 23 percent cursed at their phones • 21 percent deleted the poorly functioning app • 11 percent screamed at their mobile device • 4 percent threw their mobile device Survey finding: taking it to the tweets Nearly 4 in 5 (78 percent) who experience problems completing mobile transactions share those experiences with others. When people encounter problems with their mobile transactions, they do not keep their experiences to themselves. The survey shows that 78 percent of those experience transaction issues share them with others. Of those who do: • 40 percent share their negative experiences vial a social media channel (Facebook, T witter, blogs, etc.) • 60 percent share via in-person conversations with friends and family Survey finding: business implications 43 percent of mobile consumers who experience a problem will abandon. Just as with other channels, mobile consumers have little tolerance for poor experiences. If they encounter problems attempting to conduct mobile transactions, many consumers would abandon their transactions and take their business elsewhere. Of those surveyed: • 43 percent would abandon the mobile transaction and try later on a computer • 16 percent would become more likely to buy from a competitor • 14 percent would e-mail or log a complaint with customer service • 12 percent would abandon the transaction at the app/site and try a competitor’s app/site Significantly, customer struggles on a mobile device can drive consumers away from doing business with a company entirely: • 63 percent of 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 transaction on their mobile phones. Survey finding: mobile is everywhere 57 percent of mobile consumers are conducting financial transactions via their mobile devices. Customers want to do the same things on their mobile devices that they do on a computer. The survey shows that consumers who have completed transactions on their mobile devices in the last year have handled a variety of tasks. Of those surveyed: • 69 percent have shopped via their mobile devices • 57 percent have conducted financial transactions (such as online banking) via their mobile devices • 31 percent have booked travel from their mobile devices • 15 percent have conducted insurance transactions via their mobile devices • 13 percent have completed other types of transactions from their mobile devices IBM Software 3 Industry Solutions IBM Software 4 The impact of negative comments posted to social media can be quite dramatic. In a previous Harris Interactive study on online customer behavior, 82 percent of online adults report that social media has influenced their choice of vendor. Conclusion There is tremendous uploads/Geographie/ mobile-guide 1 .pdf

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