Why your mobile strategy’s key focus should be on your customers

Posted by Rachael Pullen on January 4, 2017


I recently read an article in Field Technologies magazine by Ali Pinder talking about the future of mobility in 2017. Ali stated that when developing a mobile strategy, you should ensure that your customers are the primary stakeholders in your roadmap.

Reading the article made me take a step back, and the more I thought about it, the more I realised it makes perfect sense.

Previously we have advised people on the key things they need to consider when devising a strong mobile strategy, but, as this was in the earlier days of mobility, the importance of the customer in that process was probably underestimated.

Customer service, and more importantly the customer experience, is becoming the objective for field service organisations. We all know that failure to put the customer first puts you at a competitive disadvantage. This is true of all areas of business but especially so for field service teams, where they require the best tools and information to deliver on service promises.

It’s very easy when dealing with technology to get caught up in cool new features and functions, however, these should be considered in the light of the importance to the customer experience.  When you consider that at the end of 2016 more people than ever before are using their mobile devices over traditional computers it’s not a great leap to consider that customers expect the same level of engagement with mobile from their suppliers and retailers alike. Unsurprisingly, a ClickSoftware report stated that 44% of customer’s dislike waiting for a service technician to arrive and another 43% dislike being put on hold as they find it incredibly frustrating.

A mobile strategy helps you to meet customer demands and to give them a successful service experience.  Customers ultimately want precise job times, to be updated on their job’s progress, and to have a simple and straightforward way to book appointments.

Customer want to feel like an organisation understands their personal preferences by giving them options for how, when and why to communicate.

The good news is that there are solutions available to help you alleviate these frustrations, and when it comes to mobile solutions, the benefits that these solutions bring are plentiful.

Service organisations of all sizes must seriously consider investing in field service mobile tools.  Because, without these tools, empowering field workers to efficiently perform, providing real-time access to customer and job information and the ability to communicate with customers in real-time is a near impossibility.

Here are our Top 4 things we believe you should include in your mobile strategy to ensure that you keep your customers your number one focus:

  1. Personalise the experience: By ensuring that your field technicians have access to all the information and history of both the customer and the work on their mobile device each customer can receive an experience tailored to their individual situation.
  2. Provide real-time customer feedback: A quality mobile application can connect a customer directly with your business providing them with instant information. Your field workers communicate directly with customers, creating more precise ETAs and accurate wait times.  Your customers can also communicate directly with their assigned field technician reducing the need for frustrating phone calls to your contact centre.  This has the added benefit of reducing your cost of service delivery.
  3. Streamlined Communication: Mobile allows customers to receive job status updates, billing information or even ask questions in real-time without having to spend hours on hold. This makes communication easy, accessible and cost-efficient for both parties.
  4. Real-time Information: With today’s connected mobile solutions field employees no longer need to call the office to access the information that they need. They can have real-time instant access to work order information, parts availability and customer history.  Some solutions also give employees the option to collaborate with a colleague if they require on-site assistance or advice.  This enables your field teams to increase their first-time fix rate and increase your customer satisfaction.

The key, when creating your strategy, is to demonstrate to budget holders, the importance that return on investment from technology – but specifically mobile technology – shouldn’t just be from how much you will save but also the impact and the value that the technology provides to your field service team, the organisation as whole, but most importantly your customers.