When you step in the elevator at work, what’s everyone doing?  No, I’m not talking about that awkward shuffle to maintain appropriate spacing… Everyone is on their mobile device. Checking e-mail, reading the news, texting.

It’s habitual for me and I’m not alone. Say a friendly “hi” to a co-worker? Nope, gotta get rid of these e-mails burning up my inbox before the third floor. Yes, it’s pathetic.

Welcome to the era of the truly mobile customer.

It’s an understatement to say that we struggle to keep pace with how customers interact with our businesses. Six years ago, I remember advising companies to dive (not just dip a toe in the water, but a cannonball plunge) into self-service.

At the time, self-service portals were nothing more than glorified (and quite stale) FAQs. Most service organizations had minor input into this largely marketing-owned channel. The “call center” think about self-service? Please.

Just as we got serious about getting customers to the web, CCC data highlighted that need to shift focus away from migrating customers to self-service channels, toward getting them to stick in those channels. We discovered that nearly 60% of all phone contacts traveled through the web enroute to the phone, and yes, customers now value self-service just as much as live service. That study was another signal that we’re still playing catch-up with customers.

Last week, I read a startling finding – for the first time, customers are using cellular networks more for data exchange than voice. 

As this NYTimes article reports “The number of text messages sent per user increased by nearly 50 percent nationwide last year, according to the CTIA, the wireless industry association. And for the first time in the United States, the amount of data in text, e-mail messages, streaming video, music and other services on mobile devices in 2009 surpassed the amount of voice data in cellphone calls, industry executives and analysts say.”

Several companies have created smartphone apps, allowing customers instant access to self-service. Check out Geico and USAA for example. These represent the leading edge of service readiness for shifting customer preferences. USAA’s app even lets customers simply snap a photo of a check to deposit it.  Talk about convenience and ease…

While many companies don’t interact with customers on a frequent enough basis to warrant  a dedicated app, increasing consideration should be given to mobile-friendly versions of self-service portals. Yes, it’s time for a bare-boned version featuring the most frequent transaction types. Conventional sites are simply too slow to load and cumbersome to navigate via smartphone.

Another consideration is the use of SMS. While service transactions conducted via SMS are still difficult, the use of SMS for post-interaction surveys is increasing in use. Newer survey platforms incorporate intelligent surveys into the SMS channel allowing for a rich exchange of customer perspective, and helping increase response rates.

Many of the European and South African companies we work with have advanced the use of SMS. Momentum Life Assurers, in South Africa, uses SMS to target customers still experiencing outstanding issues, and then follows up with a live call.

Service channel readiness – coming to a service organization near you. A lot sooner than you think.

Related posts:

1. Channel Choice: More Detrimental Than You Think