Building a Mobile-First Customer Support Experience Remains a Challenge

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Mercator’s latest Emerging Technologies research report reviews new developments in customer support among retail, banking, and payment apps

The problem is that a lot of companies don’t spend enough time building experiences that are unique to mobile and instead just import solutions built for the desktop Web.

Mobile is increasingly becoming the primary channel through which consumers, younger ones especially, interact with their financial institutions. Preferences will be formed for merchants and financial service providers based on which offers the best experience on mobile. Establishing leadership on mobile will be key to securing market share among millennials as they grow older and their needs evolve.

Mercator Advisory Group’s latest research report Mobile Payment App Support: Review, 2015 builds on a similar Mercator effort completed in 2014 and compares customer support options of leading apps in four categories—retail, general purpose reloadable (GPR) prepaid, mobile wallet, and mobile banking.

“The problem is that a lot of companies don’t spend enough time building experiences that are unique to mobile and instead just import solutions built for the desktop Web. This means an app will have FAQs that are not searchable (which is crucial on a small screen), and will require leaving the app to perform basic functions like sending a message to the customer service representative,” comments Nikhil Joseph, Emerging Technologies Analyst at the Mercator Advisory Group and author of the report.

Highlights of the research report include:

  • Overview of key trends driving the primacy of mobile
  • Review of the mobile apps offered by 16 providers across 4 categories
  • Analysis of key strengths and weaknesses of mobile support features in various categories
  • Identification of how to frame optimal mobile support strategy in different categories

The report contains 27 pages and 19 exhibits.

Companies mentioned in this report include: Amazon, American Express, Apple, Bank of America, Capital One, Dunkin’ Donuts, Google, H&R Block, Green Dot, LevelUp, Starbucks, Western Union, Moven, PayPal, Simple, and Walmart.

Members of Mercator Advisory Group’s Emerging Technologies Advisory Service have access to these reports as well as the upcoming research for the year ahead, presentations, analyst access, and other membership benefits.

For more information and media inquiries, please call Mercator Advisory Group's main line: (781) 419-1700, send email to media(at)

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About Mercator Advisory Group
Mercator Advisory Group is the leading independent research and advisory services firm exclusively focused on the payments and banking industries. We deliver pragmatic and timely research and advice designed to help our clients uncover the most lucrative opportunities to maximize revenue growth and contain costs. Our clients range from the world's largest payment issuers, acquirers, processors, merchants and associations to leading technology providers and investors. Mercator Advisory Group is also the publisher of the online payments and banking news and information portal

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