Customers are becoming increasingly mobile, and, as a result, the customer journey is in need of an overhaul. In May 2014, mobile platforms accounted for 60% of total digital media time spent. Mobile spending is correspondingly increasing to match customer behavior, with mobile devices accounting for one in four of all online purchases in November 2014. Although companies understand the importance of mobile, it is Altimeter’s belief that brands both underestimate and under-invest in mobile’s promise.

In our latest research into the evolving landscape of digital transformation and the digital customer experience, we learned that an understood and unified mobile strategy remains largely elusive to many executives and strategists.

This report focuses on how organizations can approach mobile design strategy through the lens of the evolving connected customer. By focusing on activities and outcomes with an understanding of consumer needs, objectives and behaviors, companies are able to see past mobile as the latest “bright, shiny object.”

Companies that invest in mobile-first programs will lead. Sophisticated companies are beginning to explore a mobile-only approach in addition to integrating cross-channel strategies with omni-channel experiences. By following the four steps to building customer-centric mobile strategies outlined in this report, leaders can evolve mobile beyond being “just” another digital screen or channel to achieve greater business results. This will radically enhance the customer experience by making it more intuitive and native.

Key Findings

  • Mobile is treated as only part of CX, not a holistic experience. This leads to low budget and staff allocation, forcing unnecessary cross-channel and/or multi-screen experiences
  • When companies focus too much on a medium’s technology, they lose sight of what the intended customer experience should be among consumers who see mobile as part of their lifestyle
  • Organizations that operate under a mobile-first agenda, driven from the C-suite and led by a passionate change agent, reap rewards in greater customer engagement, satisfaction, advocacy, and more
  • To win among mobile- and digital-first customers, organizations must focus on learning more about the customer frustrations, expectations, and behaviors specific to mobile
  • Strategists must re-imagine the mobile-first customer journey as it could be, bench-marking against new opportunities vs. the current status quo
  • Once mobile becomes a part of a company’s DNA, it is no longer treated as a “bolt-on” to existing digital initiatives; it’s a natural first step in customer experience strategy development

Brian Solis

Former Principal Analyst