The customer experience begins with a mobile app
by Brian Stacy, VP of Customer Experience at Verizon Business Markets
Twitter | @brian_stacy44
How do you order a pizza, buy a pair of sneakers, or rent a car? There’s a good chance a mobile app is your starting point, even if it’s not the whole journey. You might discover the sneakers on Instagram or Facebook, learn and explore more about them in the mobile app—even asking questions via chat or by reading online reviews and finally purchasing them online. This is the new normal. Today our consumer touch points are increasingly integrated—we expect a seamless omnichannel experience, but that often begins in a mobile app.
The vast majority of Americans now own smartphones. For millennials and Gen-X, ownership is almost ubiquitous. And thanks to the fast, reliable connectivity provided by 4G and in the future 5G, they’re using their mobile devices to consume media, organize their lives and research and make purchases. Consumers are turning to their mobiles to check reviews of products and prices when in store. And they’re not waiting until they’re back home to book that vacation—they’re doing it straight from their phone.
For many consumers, the first thing they’ll turn to when they’re thinking about making a purchase—be it new clothes or a new car—is a mobile app. Mobile is where the customer journey begins. And that’s why it’s something that every organization should be embracing.
Speed and convenience
On most occasions, consumers want speed and convenience. That’s what the best mobile apps offer—ecommerce on the go. They can help to streamline the entire buyer process, making your service more attractive to busy people seeking convenience and instant gratification.
Mobile apps can also help win new customers and encourage brand loyalty. Many customers’ view of your brand will be based on social recommendations. They’re more likely to trust a brand if they’ve seen good reviews online—and especially if it has been recommended by friends or family. From your mobile apps, customers can instantly share their purchases on Instagram, or send push notifications requesting a Facebook review. This can help you to build brand awareness quickly, and attract a wider audience.
The benefits don’t end there. Mobile apps can save your business time and money. Imagine you’re a busy hotelier or restaurant owner—a mobile booking app could mean your staff spends less time answering phones and taking manual reservations, freeing up time for other proactive guest activities to create experience differentiation.
The ecommerce landscape is rapidly evolving and there’s huge potential for innovation. New and upcoming trends include sophisticated AI chatbots, digital assistants and virtual reality shopping. If used wisely, these features can enhance the user experience, differentiate your organization and enable rich personalization.
Need inspiration? Keep an eye on larger brands that are leading the way in mobile customer experience (CX). Retail giant Sephora has released an app which scans your face and lets you try on makeup virtually. It matches your chosen look with real products you can purchase online or in-store, creating a tailored shopping experience.
Concierge apps like Pana are changing the way we travel. Book your sightseeing, flights and hotels within the app, or use the built-in chat support to instantly connect with travel agency professionals. Running late for a flight? Grab shows you the nearest restaurants in your airport. Order your food within the app, and grab it as you rush to the terminal. You can even forward on meal receipts for expense reporting.
Mobile CX is already harnessing the power of 4G. The arrival of 5G promises to enhance this even further, with predicted speeds of more than a gigabit per second. Customers will be able to quickly download videos on the go, vastly improving the mobile app experience. The future of mobile CX looks promising.
Where should you start?
Whether you’re planning to develop your own mobile app, or simply make your existing website mobile friendly, there are certain things you should keep in mind. Here are three key considerations for your mobile strategy.
Using content delivery networks (CDNs) can enhance your mobile app performance. CDNs help provide a smooth user experience by accelerating the speed of content downloads. This is especially important if your customer base is spread around the globe. Even a second-long delay can cause a drop off in your mobile conversions—so it’s important that your app is lightning fast, no matter where your users live.
One of the most crucial considerations is payment security. Consumers put their trust in you each time they make a purchase online, or within an app. To protect both your customers and your business, get up to speed with security requirements including the Payment Card Industry Data Security Standard (PCI DSS) and The Payment Application Data Security Standard (PA DSS).
Don’t fall into the trap of going mobile for the sake of it, or blindly following your competitors. Your mobile app must work for your customers—not frustrate or impede them. Begin by tapping into your existing consumer base. Conduct journey mapping research to find out what they want, and how you could improve their experience. Think about every possible touch point on your customer journey, and try to create a seamless omnichannel experience which makes their daily lives easier.
Does your medium business have the cybersecurity basics covered?
by Scott Lerner, Director of Mid Market Sales at Verizon Business Markets
Twitter | @Coach_Lerner
You might think you can keep your head down and stay out of cybercriminals’ targets — after all, they’re more interested in the big fish, right? Wrong. Cybercriminals don’t just target large enterprises — based on our analysis, almost two-thirds of data breach victims had under 1,000 employees1.
Most cybercriminals don’t care about the size of your business or who you are — they care about money. According to our research, over 70% of breaches were financially motivated1. And they don’t mind where they get it. Many cybercriminals don’t target their attacks at all. They take a scattergun approach, hitting the organizations with the weakest defenses.
That’s the problem. You’re facing the same threats as large enterprises, but you don’t have an enterprise-level security budget to build a state-of-the-art defense.
Cybercriminals are lucky, not smart
That doesn’t mean you should throw in the towel. Cybercriminals — from the kids operating out of their parents’ homes to sophisticated state-affiliated hackers — are still using the same old tricks to compromise organizations. Mostly, they’re playing an odds game. They don’t rely on their own smarts — they spread their nets wide and wait for you to make a basic mistake. And it’s amazing how many people are still making them.
Surely people aren’t still falling for phishing? It turns out they are. They fall for it time and time again. One in 14 users fell for phishing, and a quarter of those were duped more than once1. And people still haven’t got the message about strong passwords — over 80% of hacking-related breaches leveraged either weak and/or stolen passwords1.
Teach your employees the basics
- Use strong passwords. You should encourage employees to vary their passwords and use two-factor authentication to protect sensitive data/systems. But the strongest passwords aren’t necessarily what you’d expect — four randomly selected words unrelated to you could actually be more secure than an alphanumeric password.
- Don’t get caught by phishing emails. Show your employees what a phishing email looks like. The poor grammar, incorrect branding and “click-bait” messages are easier to spot when you know what you’re looking for.
- Create a culture of security. Your employees should be sending sensitive information over secure networks. And they should extend the same care to physical documents. Develop a culture where printing out sensitive information is frowned upon. If physical copies are necessary, encourage employees to shred documents when they’re finished with them.
- Be alert. Educate your employees about the tell-tale signs of a cyberattack. Is the sudden spike in network traffic really due to increased interest in today’s lunch options? Or are you the victim of a DoS attack? Are your customers encountering problems with your e-commerce site because of a fault or because a cybercriminal has tampered with it?
- Have a clear incident response plan. Your employees need to know who to contact and how to contact them if they suspect an attack or there’s a data breach. Because that’s when every second counts. Your people should know the best way to record a security incident and where to do this. And your IT team should know if an incident needs to be handled by a security provider or if it can be dealt with in-house.
Knowledge is the best defense
The best defense is built by thoroughly understanding your opposition. That means analyzing and learning from your own experiences of cybercrime to avoid falling for the same trick twice. It also means learning from the experience of others. The annual Data Breach Investigations Report (DBIR) is based on an analysis of over 40,000 security incidents and offers an unparalleled insight into the world of cybercrime.
You can get a clearer picture of the biggest cyber threats facing your business using the DBIR’s nine attack patterns — almost 90% of the breaches investigated in the report fall into these patterns1. Understanding them can help you prioritize your defenses and mitigate your cyber risks.
1 2017 Data Breach Investigations Report, Verizon
Strengthen your brand. Become a #CommunityMaker by doing good.
by Lori Bonenfant, Director of Channel Marketing at Verizon Business Markets
Twitter | @lorib4599
In the last few months we’ve prompted many discussions about the impact of tech on small and medium businesses — like how lessons learned from Pokemon Go can help revitalize your marketing and why the mobile revolution is leaving many small business owners flat-footed. Get technology right and you can improve your products and customer experience, enhance your brand and extend your marketing reach.
But technology isn’t a golden ticket for success. Your reputation with your customers isn’t based solely on how well you use mobile or your online marketing strategies. Your brand image is a reflection of how existing and prospective customers perceive your business. And you can make a big impression by showing them you care about the same things they do. Your business can do well by doing good.
Show you care
There are many things you can do to start showing customers your philanthropic side. The quickest way to get involved is to donate money to a local charity or sponsor a local community event. If you’re not sure where to start with this, ask your employees. It’s likely that some of them are already involved in raising money or supporting the local community in some way. You could follow the practice of many large corporations that match donations raised by employees for big achievements, like running a marathon.
But this doesn’t have to be about you giving money. Why not organize a cookie sale or a fancy dress day in the office to raise money for good causes? Or you could ask employees to bring in tins of food for the local food bank or donate coats they no longer need to a homeless shelter. Since 2001, HopeLine from Verizon has been collecting wireless phones that are no longer wanted. These are turned into valuable resources for non-profit organizations and agencies that support victims of domestic violence.
You’ll generate more interest the more involved you get. After all, nothing is more valuable than time. Whether it’s helping kids with their reading, keeping local spaces clean and tidy or offering your workforce’s skills pro-bono, donating your time shows that you’re part of the community. And you’ll be engaging with your customers on a whole new level.
An employer of choice
Doing good won’t just boost your external brand; it can boost your employer brand too. Millennials, in particular, want to work for organizations that care about corporate social responsibility (CSR). 62% of millennials are willing to take a pay cut to work for a “responsible company.”1 That means your philanthropy could help you attract and retain today’s best talent.
Your employees will value the opportunity to get involved with causes they really care about. And engaged employees are more productive. Providing them with the opportunity to spend time volunteering could also help them develop new skills, which will make them a more valuable asset.
By giving back, you can help to build a better future for everyone — the communities you serve and your business.
Tell us what you’re doing
You can find out more about Verizon’s commitment to CSR here. Our major programs include HopeLine and Verizon Innovative Learning — an initiative that provides kids from under-served communities with access to STEM education. #WeNeedMore kids to see the world of possibilities waiting for them.
We’d love to hear what your business is doing to support your community. Let us know by using #CommunityMaker in your Tweet.
1 2015 Cone Communications Millennial CSR Study