Back in the beginning of 2014, we posted about becoming a "me-tailer" rather than a retailer. In other words, the shopping experience should be all about the customer, with the retailer knowing everything about the customer's likes, needs, and purchase journey history. The customer wants the brand to remember them by notifying them of special offers or sales. They want to be recognized regardless of the device, place, or time of day they choose to engage. That was "me-tailing" in 2014."Me-tailing" in 2015 has evolved a bit.
Most modern enterprises would agree that a cutting-edge, highly sophisticated omni-channel customer experience is the competitive differentiator for which they should strive. But strip away all the trendy terms, and they’re looking at the foundation of it all – customer interaction. And the quality of that interaction affects their bottom line.
Banks, insurance companies and other financial service providers are committing to omni-channel marketing and service delivery in a big way. But the truly revolutionary elements of omni-channel marketing for banks are likely to be on the mobile platform. This particular revolution may be different from other consumer-focused technological innovations – there is evidence that mobile banking is not just another fad.
The proportion of mobile phone users in the US who use mobile banking services increased by 18% in 2014, according to the Federal Reserve’s 2015 Consumers and Mobile Financial Services Report. Why are Americans jumping on the mobile banking bandwagon at such a robust rate? The short answer may be: Because they can.
What are the reasons for losing the race for an exceptional customer experience? There are various obstacles on the omni-channel race track, depending on the business. Let's look at three of them.
To enterprises whose priority is to find the best way to reach their customers, mobile engagement is no secret. After all, that's where they'll find most of their customers - browsing on their smartphones, buying on their tablet. However, often tablet engagement gets overlooked since 80% of Americans now own a smartphone. (GlobalWebIndex) Yet, tablet owners should not be ignored.