Mobile Experience is Critical to Business Success but Most CMOs and eCommerce Executives Struggle to Understand the Omnichannel Customer, Says IBM
A new IBM sponsored survey of business professionals finds that while chief marketing officers (CMOs) and ecommerce leaders recognize mobile as critical to their business objectives, two-thirds of those same professionals, indicate they don't have a strong understanding of the mobile user experience. With 89 percent of customers choosing to do business with a competitor, following a poor customer experience, businesses are turning to big data and digital analytics to better understand the omnichannel customer.
Mobile traffic continues to grow, with respondents attributing 19 percent of their total traffic to a mobile device. But businesses continue to struggle with providing a quality mobile experience, with 40 percent of companies agreeing that “delivering positive customer experiences is harder on mobile than the web”.
For many companies, their answer to creating a mobile presence is simply adapting an existing website as opposed to building a mobile experience from the ground up, with 70 percent of respondents describing their multichannel experience for customers as “okay” or “poor”. As such, the top three most serious mobile issues include bad navigation/poor “findabilty” screen-sizing issues, and form-filling problems.
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