The title of the report says it all: “Weak Mobile Customer Service Is Harming Customer Engagement.”
Less than stellar mobile customer service, say researchers at Gartner, is taking a very negative toll on customer engagement today.
No rallying principle in the enterprise matters more than the creation of superior customer engagement and IT leaders will need to innovate in engaging customers on all channels and have the metrics to choose the right projects.
That’s the message delivered loud and clear to the business world today as Gartner hopes to turn this perceived weakness into an eventual strength.
“Marketing may fill the sales funnel, and the sales department can close a deal, yet it is the overall impression of the enterprise generated by the quality of customer service that differentiates one enterprise from another,” explains Michael Maoz, vice president and analyst at Gartner. “Translating this general and departmental customer engagement concept into operational components across the enterprise is transforming the definition of customer service from an isolated function into an enterprise objective delivered across all points where the customer ‘touches’ the business.”
And if you think mobile technologies are poised to eliminate the need for humans altogether in the customer service experience, think again.
Gartner believes that by 2017, one third of all customer service interactions will still require the support of a “human intermediary.”
The full report is available now on Gartner’s website.