How to Command the Mobile Customer Experience

Step No. 3: Create a consistent, innovative experience

Finally, the third success key is to create a consistent yet innovative experience. After all, consumer expectations are higher than ever; no longer is customer satisfaction based on simple factors such as network coverage, available handsets and price plans.

Instead, the customer experience is defined by device (features and functionality), network (speed and coverage) and content (format and richness). With this plethora of options literally at their fingertips, consumers seek reliability, convenience and innovation that meet their needs.

Consistency is also of vital importance—consumers have a notoriously short-term memory, and one bad experience can virtually wipe out a long record of great experiences. The good news is that by partnering to deliver the optimal customer experience, the combination of device-carrier-publisher can unlock a tremendous amount of data and information. Leveraging that data constructively is sure to open up a wealth of new experiences never previously imagined.

As we move toward this all-inclusive mind-set, it becomes clear that no single player can provide a singular experience that will win in the mind of the consumer. Instead, smart and savvy cooperation between the proper players is a sure conduit to delivery of a superior, holistic experience that will resonate in the mind and memory of the consumer. The ultimate end result? Increased loyalty to all players and a shared command of the customer experience.

Nahid Giga is VP of Sales and Business Development, Americas at mobilepeople. Nahid is responsible for mobilepeople's sales, business development and strategic partnerships in North and South America. Nahid has extensive experience in mobile, advertising and local mobile search sectors including with global mobile operators, media companies and advertising publishers. Prior to joining mobilepeople, Nahid spent eight years with Amdocs in various senior roles including strategic development, marketing, sales and business development. He can be reached at ngi@mobilepeople.com.