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The Impact of Mobile Devices

Today an Indianapolis Star article began with, “The machines ARE taking over.” 

According to the article, mobile phone use continues to grow, to the point there are now more mobile devices than human beings in the United States. In fact, some estimate mobile phone penetration is already at more than 80% globally.

Steve Largent, president of CTIA reinforces the importance of mobile devices, “Clearly, we’re using wireless more every day, and the consensus of experts is that demand will continue to skyrocket by more than 50 times within the next five years.”

As customer strategists, we need to pay attention. We have to consider the ramifications on how we gather customer feedback now and in the future. It is very likely that some of your customers are already using (or trying to use) smart phones for your Customer Listening effort. 

Take the impact of mobile devices into account for your 2012 Customer Program program to improve the customer experience: 

·         Make certain the survey system recognizes when a mobile device is being used.  

·         Ensure the survey format adjusts so that mobile users find it easier to navigate through the questionnaire.

·         Consider survey length and assess the need to have alternate paths depending on the type of technology being used. 

Some early research suggests that drop off rates are in line with traditional online respondents, however, given the nature of mobile phone use and potential connectivity issues, I recommend that you consider the experience from your customer’s perspective.   It’s even more critical to make sure the survey is relevant and keeps your customer engaged.

Our technology at Walker recognizes mobile users and has the ability to adjust the survey/research accordingly. Your Walker account team can help you with survey content. What are you waiting for? 

Kitty Radcliff
Vice President, Consulting Services 

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