Study by OpinionLab and Tealeaf Identifies Mobile Experience as Top Priority in 2012

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Nine out of ten e-business professionals say that managing the mobile experience is just as or more important than their website efforts

A new study jointly conducted by OpinionLab and Tealeaf revealed that e-business professionals are prioritizing the mobile customer experience in 2012. An industry-first survey of nearly 350 marketing and customer experience professionals revealed that nearly 90% feel that managing the mobile customer experience is just as or more important than improving the customer experience on their fixed websites. This includes strategically addressing issues that can prevent mobile customers from completing their transactions—such as path confusion, poor search functionality or inconsistencies between the online and mobile channels—as well as innovating new functionality such as mobile feedback and in-store reviews.

“We live in a post -PC era, where ubiquitous access is the name of the game. In fact, in this study alone, more than half of our surveys were completed on mobile devices,” said Jonathan Levitt, CMO of OpinionLab. “As smartphone usage continues to accelerate, brands that don’t rise to the challenge of optimizing the mobile experience will be at a huge disadvantage.”

The study also found that the vast majority of e-business professionals believe that successfully managing the online experience is more important than ever – though many are still in the early phases of implementing a cohesive strategy. According to the survey, 85% of respondents believe that improving the online customer experience was more important in 2011 than 2010. Despite this urgency, over half are still in the early stages of developing a comprehensive online customer experience management strategy. Key objectives for developing a customer experience strategy, as identified by over half (51%) of all respondents, include attracting new customers and increasing customer satisfaction.

The survey was completed by 345 marketers, customer experience executives and other e-business professionals attending the Forrester Consumer, Forrester Customer Experience, BAI Retail Delivery and PhoCusWright conferences and other events in fall 2011.

About OpinionLab
OpinionLab is the pioneer and global leader in Voice of Customer (VoC) feedback innovation, serving a prestigious client list that includes nearly half of Fortune 50 organizations such as Walmart, Bank of America, Ford Motor Company, and many more. With real-time listening solutions for every brand touch point, this pioneering VoC platform invites consumers to share input in their own words, at anytime, from anywhere, helping organizations collect, understand and leverage both structured and unstructured customer data. For over a decade, hundreds of the world’s leading brands have looked to the familiar [+] feedback symbol to better acquire, engage and retain customers through an approach so streamlined it’s groundbreaking: listen always, listen everywhere. The result is actionable customer insight that sparks foundational improvement to companies’ products, people and brands.


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