Integrated mobility isn’t just a trend — it’s a new opportunity to win customer loyalty
For several years now, there has been a push for CMOs and CIOs to break down their departmental silos and work together on technology-related initiatives. Though there has been movement on this front, the need for integrated mobility — meeting customers and employees on their mobile devices — is making this collaboration even more vital.
According to a CIO article on Forrester’s “Own Mobile to Own Your Customers” report, 44 percent of companies openly state that their mobile services are simply scaled-down versions of their online initiatives. However, there is so much more marketers can do with mobile to engage customers and improve experiences. With so many doing so little, there is a huge opportunity to further integrate mobility into new marketing and business models to gain a competitive advantage.
But truly integrating mobile strategies across the organization requires close collaboration between CMOs and CIOs and a recognition on both sides of the aisle that their departments can play a strategic role in enhancing the customer experience and enabling new business models.
Integrating mobile into daily processes
CMOs understand the importance of delivering exceptional customer experience, but doing so requires the experience to extend beyond the traditional buyers funnel to back-end customer service processes within the organization. Customers must be able to reach the organization, make purchases, resolve issues and make comments and suggestions from their devices. Customer service representatives need to be able to access mobile data such as sales history, search history and location. However, setting up the infrastructure to make all of this possible requires the assistance of IT to help develop a fluid system that connects all the points of mobile data into a user-friendly system for both customers and agents.
Integrating mobile for better customer insights
This brings up another critical area where CIOs and CMOs must work together: big data and analytics. One of the biggest advantages of mobile technology over other digital experiences is the ability for organizations to collect a vast array of data on customers, from their physical location to how long they spent in an app. Organizations that know how to collect and gain insight from mobile data gain an advantage in developing new visions of how to market to their customers based off these insights.
However, effectively gathering and understanding data requires a strategic commitment from not just the marketing department, but also the IT department, which will need to help develop the infrastructure to store and maintain the data.
Delivering new business models and new levels of engagement
Working together strategically, CMOs and CIOs can take integrated mobility even further. They could roll out new business models such as offering mobile subscriptions for services such as monthly investing advice or extending physical business online — for instance, allowing customers to place restaurant takeout orders through a mobile app. The possibilities are limitless, but they do require the technical know-how and support of IT and the market savviness of marketing departments.
Simply put, integrated mobility isn’t just a new trend or fad. Organizations that take the mission seriously and collaborate across departments will have the opportunity to develop transformative experiences for their customers and their industries, giving them the upper hand in owning not just the customer experience, but customer loyalty.