The FINANCIAL –While chief marketing officers (CMOs) and ecommerce leaders recognize mobile as critical to their business objectives, two-thirds of those same professionals, indicate they don't have a strong understanding of the mobile user experience, finds a new IBM sponsored survey of business professionals.
With 89 percent of customers choosing to do business with a competitor, following a poor customer experience, businesses are turning to big data and digital analytics to better understand the omnichannel customer, according to IBM.
Mobile traffic continues to grow, with respondents attributing 19 percent of their total traffic to a mobile device. But businesses continue to struggle with providing a quality mobile experience, with 40 percent of companies agreeing that “delivering positive customer experiences is harder on mobile than the web.”For many companies, their answer to creating a mobile presence is simply adapting an existing website as opposed to building a mobile experience from the ground up, with 70 percent of respondents describing their multichannel experience for customers as “okay” or “poor.”As such, the top three most serious mobile issues include bad navigation/poor “findabilty” screen-sizing issues, and form-filling problems.
While mobile stood out as a key focus for many companies, the survey found that wider customer experience challenges remain, both in terms of understanding customer struggle and also addressing pain points. Seven percent of companies indicate they have an “excellent” understanding of the overall online customer experience, a three point increase over 2012. Yet a further 78 percent say their company has a “good” or “okay” understanding. Specifically, companies understand how customers behave during the initial awareness stages of the sales funnel, but still lack understanding around the purchase stages and the reasons behind cart abandonment, according to IBM.
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