Use of Mobile Devices for Customer Support Grows, Despite Hiccups
Topping the list of challenges are problems with pages displaying and loading incorrectly, leading to and including difficulty navigating pages.While 63 percent of U.S. adults use mobile devices at least several times per month to seek customer support, a whopping 90 percent said they have had poor experiences seeking customer support on mobile, according to a survey of 312 U.S. adults by Software Advice. Topping the list of poor experiences are problems with pages displaying and loading incorrectly, leading to and including difficulty navigating the page, according to Software Advice, a Gartner company that provides reviews and research on software apps. The second most common issue is not being able to find relevant and useful search results within the company's Website, which includes searches that returned too many results, results not related to the search and results that lacked useful information. "It turns out that far more consumers are seeking customer service on mobile devices than we had expected. They're also running into a wider variety and greater frequency of problems than we had anticipated," Craig Borowski, a market researcher at Software Advice, told eWEEK. "Probably the most important takeaway from this survey data is that consumers are seeking support on their mobile devices at a very high rate, yet they're also running into many usability issues. Despite running into these issues, they're still using mobile devices to seek out customer support."
This suggests the great strength of the consumer preference for mobile devices and indicates what companies should be doing to cater to this new preference.