Mobile customer service excellence will enable Middle East enterprises to build strong customer bonds

DUBAI, UAE: The rapid advance of smartphones and the development of mobile apps have given consumers newfound freedom and convenience. The Middle East region is expected to account for the second-largest mobile phone population of any region in the world, according to eMarketer's Global Media Intelligence Report.

For businesses, this new mobile approach has provided a way to serve customers better and faster and form stronger and more lasting relationships - if done correctly. But that's the problem!

Many organizations in the Middle East have struggled to determine how best to use these new tools to their advantage, and provide their customers with a capability that works well and adds value. Gaining that advantage requires delivering the type of mobile experience users have come to expect, an experience that can take place from anywhere, and with less effort.

The challenges are many. Developing custom mobile applications can be costly, and typically a different app is needed for each of the popular smartphone platforms. Compelling mobile apps also need an ongoing string of enhancements and new features to keep the user engaged.

However, the most challenging aspect is deciding exactly what the app must do and how it can add value to the customer relationship. That functionality can be different for manufacturers, retailers, financial services firms, and virtually every other type of business.

Yet, no matter the business sector, the one function common to all organizations is the need to service and support their customers. For instance, banks and financial services firms commonly provide account access via a mobile device. Retailers promote special offers. Insurance companies allow customers to file claims.

In most cases, mobile services like these examples come down to an automated process devoid of human contact. That's fine if the customer needs to check a balance or perform some other routine task, but what if the customer has an issue, and must speak to a service representative to help resolve the problem? The typical scenario is that the app serves up an 800 number so the customer can call the contact centre.

When, and if, the customer does call, they often sit in queue (burning cell minutes) until they reach an agent, where they will have to describe the issue from the start. All told, the process can diminish the customer's experience and do nothing to cultivate their loyalty.