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Gartner Identifies 10 Mistakes That Lead to Mobile Customer Service Failure
Jun 1, 2012 – Gartner News
Analysts to Discuss Mobile CRM at Gartner Customer Strategies & Technologies Summit 2012, June 11-12 in London, UK.
"The desire of many organizations to extend their customer service to the mobile platform market has led to the misconception that any good application can also make a good mobile application," said Johan Jacobs, research director at Gartner. "IT leaders should not assume that, because all smartphones have browser and web access, their content is ready for mobile devices. They need to plan for content with products and services that are specifically suited to the mobile channel, or users will be left with an indifferent or poor experience."
Gartner said organizations should develop a mobile application strategy that enables them to capitalize on the unique opportunities presented by mobile technology. There are four areas that need to be addressed when developing this strategy:
"If done well, mobile solutions can expand the channels of communication with customers, employees and business partners, and can result in better customer retention, increased sales, improved employee productivity, and more," said Mr. Jacobs. "Done poorly, mobile solutions can very easily destroy your customer service reputation."
Gartner has identified 10 major mistakes that lead to the failure of an organization's mobile customer service:
"Capitalizing on the mobile opportunity demands that the organization looks beyond technology. It must also take a strategic view and ensure that its mobile investments align with, and advance, the organization's business strategy and goals," said Mr. Jacobs.
Gartner analysts will discuss how to exploit mobile for excellent customer service at the Gartner Customer Strategies & Technologies Summit 2012, to be held from June 11 to 12 in London. For more information about the Summit, please visit www.gartner.com/eu/crm. You can also register for the event by contacting Laurence Goasduff, Gartner, on + 44(0) 1784 267 195 or at email@example.com. Information from the event will be shared on Twitter at http://twitter.com/Gartner_inc using #GartnerCRM.
About the Gartner Customer Strategies & Technologies Summit
CRM is entering a new era in which the focus is much more on the relationship and less on the management. As organizations balance growth and retention objectives, they need to get smarter, think socially and be mobile-oriented. The Summit will help organizations gain a fuller understanding of the technological, social and economic trends influencing the next generation of CRM.
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