Customers don't just want coupons on mobile. They look for information & reviews!

Most marketers have not forgotten the mass marketing principles and refuse to unlearn them for personal devices like mobiles which is increasingly becoming a marketing tool.

Off late, I have been bombarded with too many messages from retailers in India, just to inform me about their new arrivals or sale!  I dread to give away my mobile number to any retailer. The response from customers will only decrease over time if this is misused. It will become a case of message sent but just not seen at all - from OTS( Opportunity-to-See) to OTT( Opportunity-to-Trash) becoming huge!

E-marketer has an interesting research that tells a lot for grocery retailers but I do believe it is relevant for any marketer who's looking at the mobile medium.

EMarketer-Grocery-Shoppers-Seek-More-Than-Coupons-Using-LBS-Apps

Mobile is a great medium for dialogue, conversation and relationships. Don't treat it like a TV with lower costs of reach!


The coming mobile coupon-customer engagement boom

The world today has over 4.5 billion mobile phones and the number is growing rapidly. This provides customers with a device right in their hands to talk, access data, receive messages, network socially, check mails, and even download offers. This device now provides an unique opportunity for marketers to build very strong one-to-one engagement programs with customers using mobiles as a primary medium.This is going to lead to a whole set of data availability - downloaded apps, frequency of apps usage, offer downloads, redemption etc. enabling powerful mobile analytics and targeted behaviour-based campaign opportunities, enabling a whole new engagement platform between marketers and customers.

Take a look at the opportunity and how marketers need to leverage this opportunity.

MobileCoupons


Customers know when to open their wallet - when you service them like nobody else!

We  have always known the importance of customer service and how it can boost customer retention and better word-of-mouth. But, the fact that it can help increase spend is an interesting statistic.

In a recent study, it is interesting to see that Indians value customer service the most!

Amex-customer-service-more-important-july-2010

Excellent customer service can push customer spend - Indians will spend 11% more vs Americans at  9%!

According to the same report, a majority of Americans report that quality customer service is more important to them in today’s economic environment (61%) and will spend an average of 9% more when they believe a company provides excellent service. This average spending boost ties US consumers in third place with Italian consumers, only consumers in Japan (10%) and India (11%) have a higher average spending increase resulting from excellent service.

Amex-customer-service-spend-more-july-2010

Here are some interesting additional highlights:

  • Customers themselves spread the good news. Positive Service experience generates great conversations amongst customers and their friends.
  •  48% felt companies are helpful but don’t do anything extra to keep their business!
  •  21% believe that companies take their business for granted!
  • When deciding which companies they do business with, it includes personal experience (98%), a company’s reputation or brand (92%), and recommendations from friends and family (88%).

It's time to put the customer at the center of customer service and do what it takes to keep  them surprised, engaged and involved. Not just satisfied.