Part I of Mobile Marketing Trends: C-U-S-T-O-M-E-R Experience Gap

A common prediction among 2014 mobile marketing forecasters is that SoLoMo (social, local, mobile) marketing will materialize in a big way. Much has to do with big data solutions and the mobile device boom. But should this bullish forecast rely on device and data enabling or on a growing base of consumers expecting better experiences?

Evidence is mounting that consumers expect more than SoLoMo technology is able to deliver. In this first part of four series on Mobile Marketing Trends, we examine the growing demands in customer experience as well as the lack of marketing initiative that seems to be holding it up.


Gap in Mobile Customer Experience

As the number of smartphones now exceeds 1 billion, it is not surprising that mobile is rapidly overtaking desktop access to the internet. One obvious consequence of this trend is the growing number of online marketers embracing a “mobile first” design philosophy. But more research is suggesting these intentions are not materializing into a distinct mobile customer experience. Instead, efforts are often limited to screen optimizing and mobile friendly interfacing.

mobile trends

What’s evident in many mobile websites is a marketing myopia that fails to appreciate the mobile user’s end-to-end journey. Consider the role of research, for example, in a mobile setting. The demand to instantly research products, competitive pricing, ratings and reviews has far greater relevance to mobile users especially when they are in close proximity to a marketer’s place of business. And with 50% of mobile web searches now being used for local businesses, these demands for real-time research build a strong case for a mobile-first web design philosophy.

Mobile customer experience

The good news to marketers is that efforts to convert on online marketing initiatives becomes more promising. The buying stage of a mobile users tends to be closer to the bottom-of-the-funnel (e.g., shopping checkouts). And with mobile message responses averaging around 15 minutes as compared to 48 hours for a desktop delivered email, marketers should have more opportunity to stay engaged throughout the buying cycle.  This should translate into more personalized messaging, relevant mobile apps and responsive mobile websites. But we are not seeing this.

 “…Marketing is failing to prioritize the mobile customer experience…”

-          Amy Bishop, Digital Marketing & PR at Digital Relevance

A Vibes study, for example, found that 89% of consumers want personalization, but only 18% see it frequently from retailers. And the mainstream adoption of local context has yet to materialize, leaving a gap between what consumers have now come to expect and what mobile marketers are actually providing. The criticality of this gap in mobile attention becomes an even greater concern as trends support a predominantly mobile world in years to come.

Mobile Users Want Less and Expect More

So what is keeping marketers from addressing these mobile experience demands? Experts attribute most of the sluggish response to the following:

  1. A desktop first, ‘mobile second’ design philosophy
  2. A failure of marketers to adequately understand and map a mobile customer’s end-to-end journey
  3. Continuing technology maturing across mobile payment apps, geo-fencing and in-store shopping infrastructures

What should be an alert to all mobile marketers is the damage done when consumers have a bad mobile experience. According to Compuware and IAB, an estimated 40% to 61%, respectively, will visit a competitor’s site when this happens.  

Mobile Friendly Websites

At the same time, consumers are clamoring for less functionality to accommodate their smaller screens and reduced attention span when on mobile devices. This often goes beyond the obvious reduction in links and text required for a mobile display. The more simple and direct end-to-end journey of a mobile user typically translates to far fewer navigation steps as well.

Overall, the unique experience expectations of a mobile user can be defined in an acronym that spells C-U-S-T-O-M-E-R.

Mobile Customer

Convenience of Payments, Calls and Directions

Consumers expecting quick-and-easy mobile experiences. This includes having instant access to product and service research, locations triggers and the ability to make mobile payments in hassle-free steps.

 “We like mobile devices because they make our lives more convenient.”       

Chris Horton, Content Creator and Digital Strategist at SyneCore Technologies

Mobile Marketing

Mobile consumers expect far more in real-time research and context relevance in comparison to their desktop counterparts. And with a growing number of apps primarily aimed at simplifying the mobile experience, these expectations will become greater. Steps like linking local addresses into contact listings, or automatically mapping directions, will become commonplace as mobile users experience this elsewhere.

Mobile payment, in particular, is one area where users have been enamored with the convenience of merging coupons, loyalty cards and credit cards into one NFC swipe. And while Apple and Google work out the differences in their proposed payment technologies (e.g., Bluetooth LE/iBeacons vs. NFC), mobile marketers need to gear up for some type of iWallet. At stake are the many pull-through loyalty perquisites and behavioral tracking that comes with mobile wallets.

Mobile Convenience

Utility for Real-Time Self-Help

In his book, Youtility, Jay Baer builds a strong case for utility as the future of marketing. Utility marketing is defined here as “putting content and information in your marketing material that your target audience can utilize.” One way to accomplish this is through mobile apps.

By using apps to help consumers with useful problem solving in real-time, mobile marketers stand to gain far more in brand loyalty. Imagine, for example, an app offered by a grocery chain that offers free advice on dieting habits or by a bleach manufacturer helping you decide the best way to remove a wine stain. The key to applying this “friend of mine” marketing approach is having brand credibility in the area of advice offered to the mobile user.

Apps for Friend of Mine Marketing

Showrooming for Better Deals

Perhaps the most demanded mobile user experience relates to showrooming or the practice of examining merchandise in a traditional brick and mortar retail store often with the intent to purchase the merchandise elsewhere. Mobile users can now get ample research in-store on competing prices as well as on ratings and review. It is at this point that retailers in particular should consider personalized offers as a way to thwart away any temptation to buy elsewhere.


According to a recent Vibes Study, the number of consumers who purchased a product from a competitor while in a retail store has increased 156% since 2012. The study further demonstrated that:

  • 47% move onto complete a transaction
  • 45% go elsewhere to purchase items
  • 7% do not make purchases.

Timely Reminders

But these timely offers apply to more than just showroomers.  Mobile users “on the go” are far more prone to look elsewhere in dealing with any online task at hand. And with the average adult will now spending over 5 hours per day in mobile activities, expect an “instant response” mentality to become increasingly important.

 “…When conceptualizing mobile marketing strategies, it’s essential that you understand timing is key to converting mobile leads to buyers…”

-          Martin Jones, Editor of

Timely Mobile Marketing

The same applies to timely alerts outside of, but in proximity to, store shopping. Mobile users in close proximity to a marketer’s place of business often don’t benefit from local offers out of their reach. So timing becomes everything especially in light of the high number of users in shopping mode. And when done proactively, as in the case of reminding customers of upcoming events or appointments, mobile users will often credit the mobile marketer with a convenience benefit as well.

Special Offers & Rewards for Mobile Efforts

Much like the case of rewarding social media fans for the privilege of accessing their news feeds or inbox, mobile users expect something for their efforts. After all, marketers are asking for time spend downloading apps.

They are also asking to interrupt a mobile user’s journey with SMS messaging and other alerts often when the mobile user is in the midst of pressing business. So special compensation is should be expected in the form of exclusive mobile rewards. 

Mobile Offers

The good news to mobile marketers is that 90% of users who enroll in an SMS loyalty program feel they gained value from it. Why? When you send timely, relevant and useful information to them during the shopping stage of their buying cycle, you may be credited with expediting their decision. An even more surprising statistic is that 70% of them say they would actually like to receive offers on their mobile phones.

Mobility in Addition to Mobile

As the global workforce become more mobile, consumers and employees will count on devices like tablets and smartphones to do their work at the office, at home, and while travelling. Conceivable, more workplace information will be transferred from desktops to tablets as portability becomes critical to workplace efficiency.


This same portability is also gaining favor among mothers needing to multi-task when on the run. And when packed with photo messaging apps, mobile devices provide them more real-time social networking as well.

Ease of Use for Shorter Attention Spans

In his podcast interview with Amy Porterfield, Greg Hickman shares some startling statistics on mobile user intolerance for unresponsive web designs. For example, he points out that 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site. Perhaps even more startling is that 46% of them are unlikely to return to a mobile site if it didn’t work properly during their last visit.

Responsive Mobile Websites

Among the ways to optimize mobile sites for friendly user interfacing are the following:

  1. Touch interaction that avoids “fat thumb syndrome”
  2. Video and other imagery that replaces text
  3. Shorter route “calls to action”

Responsive Mobile Websites

Relevance for Space, Time and Opportunity

On a more positive note, retailers, brands and even small businesses have made strides in developing mobile friendly websites compatible with the multitude of smartphone and tablet configurations. Progress is also being made with mobile wallet solutions that expedite in-store shopping experiences while enabling cross-device loyalty programs. And with more advanced audience targeting and cross-platform re-targeting underway, mobile users are rarely greeted as “Dear Valued Customer.”

But fulfilling customer experiences on smart devices goes well beyond loyalty programs and personal greetings. Mobile users expect far greater context relevance that taps into who they are, where they are, what they are doing and when they need help. This is why the role of native ads has become even more important to mobile users than to desktop users. And if marketers know why they need help, the mobile user can further benefit from anticipated needs as well.

Context Marketing


The mad dash towards mobilizing our marketing efforts is well justified.  Mobile has traditionally taken a back seat to desktop internet marketing. But as mobile access surpasses desktop access, marketers seem to be dragging their feet in designing customer experiences that are meaningful to a mobile consumer’s journey.

Statistics show that many marketers still see mobile simply as an optimization exercise. Some are indeed stepping up to responsive web designs as a top priority. But missing from many mobile marketing strategies is a very different customer experience that extends beyond the demands of a desktop user.

And as SoLoMo matures to SoLoMoNative and SoLoMoVideo, don’t be surprised if mobile web access becomes the defacto standard for internet access in retail, at home and in workplace settings. Those who embrace this “mobile first” philosophy have a significant advantage in light of the higher receptivity of mobile users to personalized messaging and offers.

The key to implementing  a responsive mobile strategy is a recognition of the distinct customers experiences expected by mobile users. In particular, mobile users place greater emphasis on:

  • Convenience
  • Utility
  • Showrooming
  • Timeliness
  • Offers
  • Mobility
  • Easy-of-Use
  • Relevance

So are you buying into this unique CUSTOMER experience? Are their experiences missing from this C-U-S-T-O-M-E-R acronym? And do you feel this gap in customer experience is due more to marketing reluctance or technology bumps?

80 thoughts on “Part I of Mobile Marketing Trends: C-U-S-T-O-M-E-R Experience Gap

  1. Great article! Totally see how I can implement these strategies into my small businesses. But when can I expect to see the top social media book series to be completed?

    1. Chris, I think it will be done by Sept. 28th. I needed to trigger start its exposure with a campaign I ran this past week. Turned out to be very successful (i.e., I got on the radar of most influencers). BTW: Our staff would greatly appreciate your presenting the NSU recruitment campaign. I can work something out in return. See you Wednesday.

  2. So are you buying into this unique CUSTOMER experience? Are their experiences missing from this C-U-S-T-O-M-E-R acronym? And do you feel this gap in customer experience is due more to marketing reluctance or technology bumps?

    Of course I am buying into this unique CUSTOMER experience, because without it a company will definitely not be a close second. It is extremely important to encompass this unique customer experience through using the key experiences in the CUSTOMER acronym. Without the customer, there is no business, which is why the shift of the focus of customer wants has become so important among the business to customer experience. Through this acronym we are learning how to deliver superior customer value, just like we are taught in every class no matter what major you are in. Take a look at the big companies in the service industry. None of them lack the characteristics that add value to the customer.

    I think there are a couple things missing. I would stay a mission or story. Every customer wants to relate to the brand in some way. Majority of the time, this can be done through a brand story, which can be delivered through its mission. And, the other one I would say is technology. You cannot be a company with obsolete tools, but instead through technology always be on the ball and produce products or goods in the right way, through the right channels. These are extremely important. These characteristics or experiences might be interrelated in other experiences, however, they should also be made a focus.

    I feel the gap is a combination of both. It seems to be a marketing reluctance of using technological platforms. Sometimes there are technological bumps due to the fact that some platforms are not user friendly. There is a reluctance of change, and learning new platforms that will make a product or service more engaging. For example, mobile platforms have been out for so long, but some online websites still have the desktop platforms as described above. As undefined as it might sound, I really believe that there is a marketing gap due to marketing reluctance because of technological bumps.

  3. In todays world everything revolves around the customers experience, keeping in mind the saying “The Customer Is Always Right”. The customer almost always determines if a business will be successful because with each individuals purchase, loyalty, and willingness to return provides the business with a source of income to generate gains in order to create more products or services tailored to that customers needs. I definitely agree with unique customers experience because I would like to have simplicity and convenience when I shop. We live on our devices daily, it has become part of our daily routine and less of a habit. I do not feel there are any experiences missing from the customers acronym. The acronym fully defines what customer’s behaviors are going into this new era of mobile utility.
    The materials we want we can find just about anywhere with a simple search right at our fingertips so the need to go to a retailer to purchase can be out of the question unless the material is needed within minutes. I fell as though marketers need to commit fully to the new concept of mobility as the new engagement to reach the customer. Mobile friendly websites become far more efficient then normal desktop versions because of the clutter they display on a small screen. If the focus were to change and marketers were to prioritize mobile first and desktop second we would possibly enhance the customers engagement due to the ease of use within the confined display space.

  4. Encompassing this unique customer experience is very important. There is nothing a consumer wants more than convenience at their fingertips when it comes to using apps on their mobile devices. Reading through the different aspects of the C-U-S-T-O-M-E-R experience, I can relate tremendously. For example, today while I was grocery shopping, I was definitely show rooming for better deals or to make sure I was getting the best price for a specific product while also taking advantage of special offers. Another aspect that I could relate to is how I have a really short attention span when it comes to websites loading on my phone. If it takes more than five seconds, I too abandon the site as stated on the blog. I cannot think of anything that is missing from this C-U-S-T-O-M-E-R experience as anything I could possibly imagine can fit into one of these categories.

    A gap in customer experience I feel is due to technology bumps more than marketing reluctance. At this point in time, people expect so much from technology and so much changes every so often that it is hard to keep up. Every time an app updates and reinvents their image, I find it hard to readjust if I was very familiar with the structure before. Not only do we as consumers need to stay up to date with these changes but companies need to be on top of all the changes in current trends as well.

  5. So are you buying into this unique CUSTOMER experience?
    I feel like there is a lot of added value behind this unique CUSTOMER experience. With the advent of delivering superior customer value through the internet, it is important for companies to also buy into CUSTOMER. Make no mistake, companies that are not following CUSTOMER or something very similar will be left behind. Within the past couple of years, companies like Amazon and Zappos which really grasp this CUSTOMER concept, have other companies scrambling to understand and catch up to this concept.

    Are their experiences missing from this C-U-S-T-O-M-E-R acronym?
    I feel that this CUSTOMER acronym is the meat and potatoes of what companies are trying to accomplish. I feel that the acronym captures what is needed to be successful in this realm. I wouldn’t be surprised if this acronym eventually evolves into something different when new technologies and platforms begin to emerge.

    And do you feel this gap in customer experience is due more to marketing reluctance or technology bumps?

    I feel that this gap in customer experience is due to companies that “get it”, as well as bumps in technology that have given some companies the opportunity to evolve faster in this ever-changing market. Some companies decide not get involved and end up having to catch up later on or go out of business. It is interesting to see the reluctance of some companies and how fast they change and adapt when they see life without CUSTOMER.

  6. On the go!!! Our generation is always on the go, that’s way fast food restaurants have made it successfully in the industry. Fast food restaurants offer the customer what they need, food at the speed of light. Okay well not that fast but pretty fast, people no longer have time to sit there and wait for food to be made they need it on the go and they provably eat on the go as well. With technology it’s the same thing, it needs to be on the go, these days retailers need to offer their customers the best possible customer service and speed that ensures a smooth transition between shopping on the Internet and in the store if they want to provide a unique shopping experience and resulting customer retention to ultimately increase sales.

    I believe that mobile communication solutions will be crucial to increasing interaction between customer and employees and will positively influence the shopping experience. The common 2014 prediction states that SoLoMo marketing will materialize in a big way. The thing is people in the U.S. spend more time on their mobile devices than they do on their desktops, and that makes since, we don’t have time for anything. Retailers need to make an effort in providing their customers with the appropriate social and mobile marketing. Why? Because if not then consumers are likely to visit the competitors page instead, a site must be mobile-friendly have a mobile C-U-S-T-O-M-E-R experience.

    Convenience, this is important when talking about customers there expecting quick and easy mobile experience. Utility, if you’re going to download an App it must be helpful if not why even downloaded. Is like having a friend that goes really help you with anything in life WHY? Same here an App has to be a Friend-of-Mine. Showrooming, instant in store research for product is very helpful. Timeliness this is need because of what was mentioned earlier we are always on the go time is important, because if you not in time you will miss all the offers. In today’s world mobility is important that’s why your phone is always within your reach most if not all day and you need to have something that is easy to use. Relevance is also needed in an App because if it’s not updated its old and no one like old.

    Is this true? maybe

  7. Personally, I agree with this unique CUSTOMER experience. I think that this acronym did a great job at breaking down the specific needs for a mobile user. Companies with an effective mobile marketing presents will attract the client base that will purchase and utilize the apps. In today’s environment, everyone lives on their mobile device. For me as a realtor is it useful to have mobile apps to find another property, check the multiple listing services and get contract filled out and signed.
    Mobile devices connect people, so the C could be for Connection as well as Convenience. This feature helps with chats or reviewing FAQ’s even after the purchase has been completed. It also gives them the ability to read product reviews. Content and usability are very important. Marketing for these apps I’m not sure it is necessary to focus too strongly on the lack thereof currently. Technology has enabled us to research and locate what we need without an issue; additional major brands have a presence and have or will have the ability to access them on the mobile devices. I have found that most consumers are happy with the basics information – only when you provide more or give them options will they become more demanding in terms of capability – however, they need to be given the relevant information they are searching for in the shortest amount of time.
    In the next few years, I foresee desktops and PC becoming obsolete.

  8. The Mobile Marketing customer experience gap is a combination of a technology bump and marketing reluctance in my opinion. Mobile marketing is a great for the use of making technology that much more convenient. But just because the technology is more convenient/easily accessible doesn’t mean I want marketing ploys tied to it. The mobile phones should be user-friendly first and technologically revolutionary second. you can access webpages on phones you usually can only view it as a “mobile page” instead of viewing the full webpage. Too many companies are figuring out how to get around the “technology bump” and make things happen for the mobile platform. he decision not to leverage a mobile platform for marketing may actually be a cost effective strategy in some instances. Smartphones allow us to download apps that are “friendly” and let us find things faster than we thought we could find. Having webpages or apps that are at our fingertips, helps customers to be on track on what is happening.

  9. So are you buying into this unique CUSTOMER experience? Are their experiences missing from this C-U-S-T-O-M-E-R acronym? And do you feel this gap in customer experience is due more to marketing reluctance or technology bumps?

    I feel that the CUSTOMER acronym is pretty complete and comprehensive when it comes to customer/consumer experiences. I feel that the gap in customer experience is due in part to both marketing reluctance and technology bumps. It is due to marketing reluctance (at least currently) because shopping on phones and tablets, beyond popular belief, is still a fairly new concept. Following the holiday season this past year, the news reported interesting statistics that making purchases from mobile devices was at an all-time high during this past year. Also, in keeping with the holiday season, cyber-monday saw huge increases in purchases mainly due to the increased shopping via mobile devices. Since mobile shopping is still new, marketers probably still see it as a “fad” and are fairly reluctant to dedicate significant effort and resources to optimizing mobile user experiences just yet. However, marketers need to understand that the importance of mobile devices is not going away any time soon, therefore, if they do not capitalize on it now, they will be leaps and bounds behind their competitors in the very near future. Currently, there are some consumers whose primary method of shopping is through their mobile device (i.e. my fiancé).

    On the other hand, I feel that the gap in customer experience is due to technology bumps as well. As we all know, mobile technology has changed extremely quickly during the past 10 years. If you think about it, smartphones only became popular within the last 5 years. 2009 was probably the year when the smartphone spiked in popularity, however, it did not become the “norm” for mobile devices until about 2011. However, since then, new developments to the technology have been surfacing almost weekly, therefore, making it difficult for marketers to keep up with the pace of technology.

  10. Nowadays technology is moving too fast, and people are getting used to having access to everything, everywhere, at any time. Consumers’ expectations about social mobile solutions are constantly growing and the companies that invest in trying to meet these needs are the ones that will stand out from the millions of mobile applications.
    One experience that might be missing from the acronym C-U-S-T-O-M-E-R is “Shareability”. The Acronym would be “C-U-S-T-O-M-E-R-S”. These days, mobile users are expecting to have the option of sharing their experiences through different channels. Companies should always offer the choice of sharing some kind of content through E-mail or social media. A client might want to buy a product but would first like to ask the opinion of a friend. This should be as easy and quick to do as sharing it through E-mail, WhatsApp or any other mobile application. A client might buy a product that they would love to brag about to all his or her friends, and this would be an advantage that would help brands create or spread their popularity.
    I truly believe that this gap in customer experience is due more to marketing reluctance. In this fast paced environment, while marketers are working on satisfying their clients expectations, new expectations are arising. While marketers are learning and working with modern technologies, new technology is constantly released.

  11. More than definitely I could say that the CUSTOMER experience should be the No. 1 focus in any strategic marketing plan. Gone are the days where single channeled marketing endeavors did the trick. In today’s information obsessed, more educated consumer, Marketers have to use the technology available to us today in order to differentiate their marketing tactics and effectively reach out to the consumer. Unique customer experiences offer a more personal and convenient go-to.
    There was something additional that this article did not mention. Like land lines, many people are owning less desktops and more tablets/smartphones, without a defining need for a conventional desktop. In saying this, the concept of SoLoMo must be integrated into marketing campaigns if the marketer forecasts to meet outreach as effectively as possible. Out of the C-U-S-T-O-M-E-R acronym, the most important and powerful player is convenience. With shorter attention spans, people will go with what’s convenient, anything to make their lives easier. If one experience could be added, I would split my Relevance with reliability. The feeling of reliance also enforces retention in the customer and higher percentage of word-of-mouth probability.
    The gap that sticks out most is not entirely related on marketing alone. While technology seems to be moving faster than the rate of adapting marketing tactics, the gap lies in technology. Consider the level of technology across the world. It simply is not as consistent as it can be. While there is a growing trend in smartphone use, there seems to be both a reluctance from people to be connected in such a way and many people who simply cannot afford to be mobile. So there is a certain number of fragmented technology able people that still are not ingrained into the technology that is available today.

  12. The CUSTOMER experience in my point of view is a successful concept that all marketers take into consideration when going mobile. All of these experiences are vital to mobile marketing success, but of course some outshine others. For example, all mobile users have their phones for one reason and one reason only, and that reason is convenience, which is the C in our CUSTOMER experience. With a mobile phone, even back in times where phones were still in black and white, we were still able to contact those we needed to quickly and conveniently without having to find a landline and hoping that one person was at the landline in which you were dialing. I feel as if this CUSTOMER experience covers all the key points in making marketing to mobile users successful, but when it comes to gaps in the system, I would point the blame on technology bumps, not marketing reluctance. All marketers strive to give their consumers everything and more that they wish to have in their mobile app or service. The technological side may not be compatible or up to par with the latest and greatest in which your service requires. This is when consumers tend to believe that the company itself is what is malfunctioning when it fact it is the wireless service or hardware that is creating those bumps.

  13. I think this unique CUSTOMER experience it is an important factor especially since it deals with the sum of all of the customer’s experiences they have with a supplier of goods and or services. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. Furthermore, I do not think there is anything missing from the CUSTOMER experience acronym. They pretty much cover all the most important points. I think the most important one would be C-convenience because customers want to be able to get their products and or services without too many hassles (close to home).

    On the other hand, I feel the gap in the customer experience is due to technology bumps. Some people from the older generations have difficulties getting online and understanding technology. Marketer are always updating their websites and mobile apps and sometime even tech savvy people have a hard time keeping up with the latest news. So due to technical problems customer can take advantage of what companies are offering.

  14. In a fast speed daily life, not depending on what field of study or work the person is involved a fact is that time is the most valuable asset no one can afford wasting. Therefore not only a believer on convenience and timeliness mobile use but also I’m buying into this unique package of customer experience. I believe customers are recurring to mobile use to facilitate their lives and as much as possible minimize effort on traditionally time consuming activities to maximize their potentially free and entertainment time. There are certainly many technology bumps, specially in an era of transitions, where the youngers are born immersed in a virtual life style and past generations are inevitably having to learn how to utilize and incorporate the technology to their daily lives in order to be able to communicate and simple live the moment. Is part of the marketing mission to facilitate the communication in a friendly way and smoothly help merge the technology utilization to any persons’ regular activity in a way they won’t feel gaps.
    This way marketing and technology will just be a convenience utility to showroom the offers’ options customized to the person’s relevance in a easy of use way to have it done timeliness wherever the person is, mobility.

  15. Marketers need to understand the customers they are targeting. The purchasing platform is changing and people are relying heavily on their mobile devices to make purchasing decisions. When engaging customers through mobile platforms, it should be 100% customer-centric. Actually anything really that you are trying to sell should be from the customer’s perspective. I always try to look at that viewpoint in which I ask myself, “How do I search or make my purchases?” So I strongly agree in this unique CUSTOMER experience in which you are engaging the customer from their perspective and simplifying the end result.

    The three other experiences that I would add are UNIQUENESS/BRANDING, LOYALTY, and CUSTOMER REFERRALS.

    The mobile app has to have an aesthetic appeal. Although functionality is mentioned in the blog, colors and design make a huge impact. If there is no appeal to the app, customers are less likely to use it and would simply be an eyesore for the space on their phones. Thus the app icon has importance as well to the overall look and feel of the mobile app.

    Developing the mobile app to have a loyalty can be significant in terms of your customers consistently using the app. Companies such as Starbucks and Pinkberry make it easy for their customers to continuously redeem points as they make purchases. It also adds the track ability function in which you can see how often, what, where, when they are making their purchases. It also places emphasis on the mobile device and saves money on creating physical loyalty cards.
    The final experience is Customer Referrals. One of the most important reasons for marketing is the ability to attract more customers to a business. Like loyalty programs, referral programs can be utilized on mobile devices. “A mobile customer referral program builds naturally upon the strengths of the mobile platform–it is personal, readily available, and takes advantage of the contact information that is already stored on the phone.”

    Marketers need to understand that one person can have hundreds to thousands of contacts on their mobile devices and should make it easy for customers to share experiences with their friends on their phones.

    This gap in customer experience is due more to marketing reluctance. I believe that like building a website or store, it takes time to fully understand how you want to sell to your customers and how to integrate mobile platforms with your business. Companies need to place emphasis on mobile devices as the platforms are quickly changing. As stated in the blog, you want more imagery, simplification, and less text. Businesses can be quite complex and it would take time, patience, and research in order to scale down a business to a mobile platform. But when done properly, it can make your business hugely successful.

    Check this link for a list of branded apps that enhance their company’s products:


  16. I do agree with the concept of unique CUSTOMER experience. Consumers are integrating mobile phones into their lives at an increasing rate. The fast-paced lifestyle of many consumers creates the necessity of utilizing smart phones. In addition customers are now becoming more demanding wanting information instantly and the convenience of having a smart phone creates easy access to product information. The concept of using mobile phones to market to consumers is genius, mobile phones are always with us and we are constantly online or checking our emails. The gap in customer experience on a mobile phone is due to marketing reluctance. Most marketers still place emphasis on the desktop experience, which allows for a greater amount of information on a single web page. The desktop page is still very important and should still hold all necessary information that cannot be placed on the mobile site. Mobile pages or apps must allow consumers to easily access product or service reviews, photos, and discounts. With increasing competition among industries it is especially important that consumers view your mobile app or mobile web page as useful. Consumers want quick access without having to invest too much time on research or the purchasing process.

  17. Quoting Amy Bishop “ “…Marketing is failing to prioritize the mobile customer experience…” sums up the importance the unique CUSTOMER experience serves and how imperative it is for mobile marketers to get on board. As a mobile user who frequently does shopping on my phone and on the go (i.e. I am buying into this experience. The ease of use on mobile sites is extremely important for myself as a customer. It only takes one bad experience to forgo a brand’s mobile site and only order strictly on my desktop. I personally don’t believe there are any experiences that are missing from the C-U-S-T-O-M-E-R acronym. The C, M, and E acronyms especially covered all of my key preferences I look for when using mobile shopping applications. However, I don’t agree with the statement that technology bumps are to blame for mobile apps not utilizing the CUSTOMER experience. It is clear the gap is due more to marketing reluctance.

  18. This unique C-U-S-T-O-M-E-R experience appropriately breaks down the customer experience that mobile users get as they access content on a daily basis. However, it is imperative to point out that as the mobile preference surpasses maturity into saturation, marketing trends are now shifting towards optimizing the mobile experience users get whenever they visit their content through mobile browsers and apps. Initially, it was not clear whether a significant quantity of the target market had moved into the mobile platform, so companies were reluctant to invest in mobile content. This is why the current survey in the article indicates that the users lead as big data follow and marketers fall behind. One can therefore; rightfully project that in the near future, optimization of mobile content should have reached acceptable standards, with those lagging behind in this development losing a fair share of the market control they enjoy.

    The C-U-S-T-O-M-E-R acronym is rather conclusive in its breakdown of what the mobile users expect from the marketers in terms of the mobile content they visit, but the missing addition to this edition is optimization. Optimization here involves structuring the user interface to ensure it is not in a design that leaves the user disoriented or fatigued in the process of getting what brought him/her there. This involves making the interface, whether on a mobile browser or in an app, less populated with content that seems to flood the whole page in a bid to force the user into reading it all. This form of pushing product actually ends up being counterproductive since, though the user may not be able to directly point it out, his/her experience will not register well with the subconscious. Should they happen to visit a competitor’s shop and have a more comfortable experience, they are bound to go back there the next time they need a similar product or service. Marketers ought to consider the utilization of white space, a concept of data presentation that is on the rise currently.

    This gap in customer experience can be accredited more to marketing reluctance than towards technology bumps. This is because technology is an ever-growing platform all round, including, that which is involved in the presentation of content to users. As such, marketers should work towards catching up and using it to their advantage in the way they present their product to their target market. In addition to this, the users they target move with every advancement and often have the mindset that when a company presents its content in a style that resonates the previous generation of what they have, they consider it outdated.

  19. I believe the CUSTOMER experience acronym is practical and logical. There is an element that is part of the modern shopping experience that is not covered in the acronym. Community; feedback and testimonials have become a critical part of the online shopping experience. If mobile was able to also provide access to community or a database of recommendations the entire online experience would be completely replicated.

    The gap in customer experience can be heavily attributed to the rapid evolution of mobile technology. Commitment to a mobile centric customer experience is often linked to a commitment to a particular platform or level of technology. With the annual changes of operation systems and hardware providing an optimized mobile experience becomes an ongoing commitment as opposed to a one-time experience. Companies that provide a holistic offering as oppose to a promotional/temporary mobile solution are more apt to embrace the financial commitment. This commitment fosters the dilemma of a mobile optimized experience versus a complete mobile solution.

    Until the actualization of the impact of the mobile solution to the bottom line some companies will remain hesitant. Eventually “company A” will create the blueprint for a complete mobile experience and the profitability that will inevitably be associated with it will be realized. It is at that point I believe the gap in the mobile online experience will begin to close.

  20. I think the acronym of C-U-S-T-O-M-E-R, Commerce, Utility, Showrooming, Timeliness, Offers, Mobility, Ease of use and Relevance is important to the consumer experience. While I think many companies are getting the customer experience right, I do think the acronym is missing sharing. Sharing in todays social media laden world is vital for companies to connect with customers on a deeper more personal level, while enhancing their experience with the brand. Further more, market reluctancy and technology bumps can be attributed to another issue in the C-US-T-O-M-E-R experience. This issue is a gap between mobile and desktop sites, as many companies have been slow to acknowledge and realize the growing trend in mobile marketing. It is vital to the C-U-S-T-O-M-E-R experience that companies priorities the development of mobile sites over desktop sites in this new age of growing mobile transactions and usage. Additionally the functionality of the app or mobile site must be reliable and trust worthy as many customers will become easily frustrated and move towards a competitors site where their needs are meet instantly. An example of this gap is trying to load a complex desktop site on your iPhone, which only has a 3×2 inch screen, it soon becomes difficult to navigate the site. Many times desktop sites often use programs and software which are not compatible with mobile devices which only further complicates the process and creates more difficulties than the consumer is willing to with stand. A simple solution which companies must adapt moving forward is the development of user friendly mobile sites if they want to ensure the C-U-S-T-O-M-E-R experience.

  21. I do believe in this CUSTOMER experience. I believe the acronym truly stands for what a customer believes in. I believe that it really puts into perspective what the customer wants. As a consumer, I value convenience highly. For example, I use my mobile device to do everything form check the local weather to shop online. I want everything at a click of button. After reading through this blog post I believe that there are no experiences missing from the customer acronym.

    However, I do believe there is a gap in the customer experience model. This is because of companies being reluctant to use the internet as a source of marketing and the fact that technology is not the same throughout every country. I believe companies should use mobile apps as a way to open up their market and create a larger following for their product or service. Companies must market their product in a way the fits their consumers present day lifestyle. In order to do so companies must make their ads and sites tablet and mobile phone friendly.

  22. Absolutely! Customer experience is key for attracting and maintaining reoccurring customers to your business. I wouldn’t say that there are experiences missing in the acronym, but I do think there are some experiences that could be emphasized more due to how important their role is when attracting customers. Some experiences include delivering value by being Memorable, Unusual, and having Meaning. When a company figures out a way to have these key experiences, chances are that a customer will most likely continue utilizing the product or service your business is delivering. A company can also distinguish themselves by recognizing loyal customers and showing their appreciation to them. A small recognition can make a customer feel special and will grow an even stronger bond with the brand and company. This type of relationship makes it hard for competitors to steal any existing customer from your business. When analyzing the C-U-S-T-O-M-E-R acronym, in today’s world, convenience and easy-of-use might be the two most important experiences any company must provide their customers with. Chris Horton said it himself that, “We like mobile devices because they make our lives more convenient.” So if convenience is what we are going for, why would an individual want to spend their time figuring out a companies website or app if it’s only going to frustrate them and complicate their current lifestyle? It is also said that, “74% of consumers wait 5 seconds for a web page to load on their mobile device before abandoning the site, and perhaps making it very unlikely for them to return to that site if it didn’t work properly the first time.” This short period of time makes it difficult for companies to keep customers entertained when technological problems occur.

    Now, smartphones have only been in the market for a very short time and it has been very difficult for new companies to know what is the best way to interact with customers and make sure they are getting the experience they are expecting to have from it. I do believe this gap is due to both the marketing reluctance to change their old ways and redesign a whole new method and strategy to advertise and market a product, but I also believe there is a slight technology bump that we are going through. In a few years I do believe both marketers will have a full understanding of what works, and what doesn’t and the technology bump will be minimized as more people will be relaying completely on their smartphone.

  23. I personally buy into the mobile CUSTOMER experience, I believe that the mobile Era has come and is not going anywhere, on the contrary, I believe that eventually is going to end up completely replacing desktops at least at a personal use level. Therefore companies should embrace the “mobile first” philosophy in order to really reach its potential customers, especially end users.
    I think that in theory there are not missing experiences from this CUSTOMER acronym, however in practice there might be some gaps in few of them, especially if we see these experiences as global and international as businesses are. We need to take into account the different technologies available in different countries that may affect some of these experiences such as utility, timelines and offers. For example, as it was mentioned in the article, in average consumers wait five second for the app to work before closing it, however this might not be the company’s fault, this can happen just due to low internet speed service. Also, many countries aren’t that current with IT, for example google map is not as accurate and up-to-date in some countries such as Venezuela, as it is here in the US, and obviously this affect the utility of the service.
    Even though sometimes this gap is not the company’s fault, I do acknowledge the fact that there are some companies that hasn’t developed their mobile experience properly, however I think that when they start actually feeling the impact of this marketing reluctance they will catch up or simply face extinction.

  24. I believe in the fact that the CUSTOMER experience is important and it would make a difference for the consumer; and I think most companies get it right. The only time it is not following that acronym I feel is due to the consumer. I work for a company that sells goods for tradeshows, all the portable displays, so one major part of that product is that the customer uploads their artwork, and it is their responsibility to provide artwork intended for large format printing, not everyone can do that. And, with that, the most irate customers are the ones who did make the artwork incorrectly and we need to talk to them about what is wrong with it and send them the specifications; they are the ones who go insane and yell, all the while we are sitting with a consumer who is mad at the company and it is not our fault. And, I feel that is a big problem with consumers, they get very upset at the company when it is not the company who made a mistake; like the example in the article outlining consumers never returning to a website because of poor internet speed, I am sure the same goes for a consumer with a bad phone, they get upset at the website not loading, while they have a lackluster phone,now the company lost a potential customer and they did nothing to lose that customer. So, to answer the second question I feel the gap in the CUSTOMER experience is a technology bump, not marketing; marketers are constantly updating sites, mobile sites offering discounts to keep their product fresh, but it is the consumers not taking advantage of it due to poor technology.

    1. I totally agree and buy this experience, I am a big fan of the mobile applications that makes our life easier and convenience. Taking a look into this CUSTOMER experience, and reading over the characteristics its seems that its complete and is not missing any step or experience. Nowadays that we are running and leaving a crazy life, we need to take advantage of any convenience, rapidly and easy to use tools that technology offers. Currently most of the people are always on the go and don’t have time to sit in front of a computer, unless its mandatory or necessary. In my personal experience I am always in my phone either for work, entertaining, social media and also shopping. I used the “convenience” applications one of my favorites is the Starbucks app, with this app I pay my coffee, accumulated points and also receive specials, promotions, free apps and songs. It is very convenience to have all this experience in the palm of your hand. Another experience that its very useful is the “Timeless”, in my case reduces the time for me to go to the mall and shop around for deals or specials. Nowadays we can shop with just a click and most of the times the stores has notifications with their specials.

      I feel that this customer experience is due more to a technology bumps. Technology is increasing more day by day, brands, stores and business needs to jump into a this huge wave and take advantage of all the benefits that has. Now business, stores and brands can be more persistence and into the customers lives and minds.

  25. I am a believer in the unique CUSTOMER experience. I am not very good with configuring or changing parts in a computer but I use technology all the time. I have a smart phone but I do not use it to its full capabilities. I can’t think of anything that is missing from the acronym. Just about everything can fit under one of the categories. For example I use the internet all the time but for basic uses. Mobile devices can do so much now that I can’t keep up with the new possibilities.

    I think one gap is that the internet and the technology is not the same in every location. Living overseas makes it difficult to use all the apps and features but I use it as much as I know how to. I think as the market opens up to new places, other countries will be able catch up and use the same technology as in the United States. Marketing also should be more focused in mobile devices not just for computers. People use cell phones and tablets more than desktops nowadays. It is only practical to change how companies market their products. This marketing reluctance really can really be damaging. Companies should target cell phone users and make the pages faster and easier to use on a cell phone. I am an example of a person that will give up on a website if it is slow or doesn’t load right away. It is important to take speed into consideration.

  26. Yes, I am buying the customer experience. All of the experiences listed in the customer acronym are truly what customers expect from marketers. In my opinion Convenience is the most important experience. I say this because the reason most people are using their mobile devices to shop over desktops is because it is more convenient for them. I do not believe that there are any experiences that are missing from the customer acronym.
    There is a gap in the customer experience and I think that it is due to marketing reluctance more than technological bumps. The reason for saying this is that the necessary technology is available to provide the full customer experience. Whereas, marketers are not taking into consideration that most people are using mobile devices to shop. Marketers should develop a philosophy based on mobile users. They should attempt to provide convenient and personalized service while trying to achieve providing the full customer experience from a mobile perspective.

  27. So are you buying into this unique CUSTOMER experience? Are their experiences missing from this C-U-S-T-O-M-E-R acronym? And do you feel this gap in customer experience is due more to marketing reluctance or technology bumps?

    I absolutely agree with the CUSTOMER experience acronym for mobile. As consumers increasingly utilize their phones and tablets more often than desktop, it’s definitely important for marketers to understand the consumer’s user habits in order to effectively target them and ensure that they are not seeking their competitors due to an unsatisfactory user experience. Simply optimizing for mobile via screen resolution and responsiveness is no longer enough. It’s important that marketers understand how to make the experience for the consumer as convenient as possible.

    I don’t believe there is anything missing from the acronym. All listed hit the nail right on the head. The one area that resonates the most with me is convenience. Two apps that get it right are Yelp and Groupon. Yelp has all the information I’m looking for in one, easy location. If I’m searching for nearby restaurants, I can simply enter my query into the app, be served recommendations via geo locator, compare reviews, and most importantly to me—quickly pick up directions to the location once I’ve made my selection. All of this is done quickly and easily and the user experience is extremely positive. Groupon’s quick pay method is awesome. If I find a deal I’m interested in, my payment information is already stored so all I have to do is click purchase and I’ve got my deal! Hassle free user experience and instant gratification.

    I believe the gap here is due to technology bumps. As technology is obviously ever-changing, and consumers are finding more and more uses for their mobile devices, marketers need to ensure that their habits are always top of mind and properly targeted. As technology continues to evolve, so will the strategic practices of brands.

  28. As there is a great shift to mobility and a great emphasis on technology as customers turn to mobile devices, CUSTOMER is a great starting point. This is a good basis for mobile apps, but I do believe there are a couple of aspects that are missing. I think this is due to technology bumps as opposed to marketing reluctance.

    First, there needs to be an option for more content. Often when viewing a mobile site versus the full site, a lot of content is left out on the mobile app. This can be quite frustrating for a user that cannot find the information that they need. I do know that sometimes less is more, and with less content that can lead to ease of use and timeliness, but only in certain cases. Therefore, more mobile apps and sites need to offer an option for customers to view all of the information that would be available on the full site. Yes, there is usually an option that will take a user to the full site, but on a mobile device those sites are usually a mess and not user friendly at all. The full site option needs to be mobile friendly to be effective.

    Second, there needs to be more emphasis on secure browsing and purchasing. Today, consumers are highly concerned with their security. Whether it is personal information or financial information such as credit card numbers, consumers want to know that they are secure in their mobile usage.

    Finally, I believe that the lack of these aspects and the gap is due to technology bumps. Whether that is due to manpower to develop the technology or the cost to develop the technology, I do not think that marketing reluctance plays a part. Marketers want to draw in and keep consumers, and if mobility is at its best and can help with the consumer base, then marketers should be behind it. A scenario I can assume is that many marketers may understand the need but they may have a hard time justifying the time, manpower and cost to the company.

  29. This customer experience seems to be the wave of the future. As new technologies are developed, marketers must also keep up with the consumer demand and convenience is key to this. Many consumers have limited time and limited resources, especially now with the economy being sluggish and they want to find and almost demand a bargain. Retail organizations that provide convenience and bargain prices tend to profit from more informed customers. With that being said it is important for retailers to provide the consumer with the information they seek because they will reward you with their business both monetarily and in kind by telling their friends. The only thing I feel is missing from the acronym is a “C” for contact. Sometimes when providing consumers with information you cannot absolutely provide it all in a mobile application, or possibly think of everything. Because of this it is necessary to include in these applications a means to contact the retailer for clarification or to answer questions that could help the consumer to finalize their purchase. On demand contact by phone or instant messaging can help to both consumer and retailer by providing adequate information which could reduce refunds and returns and also negative product reviews from expectations not met. A good example online of this is Amazon, which provides instant contact with their customer service when you absolutely cannot locate the answer you need through their website. You simply put in the telephone number you want to be contacted at and select to be called immediately or in 5 minutes and just that quick you have the answers that otherwise would have prevented your purchase. The lack of greater mobile software makes completing some tasks on your mobile device impossible. The vast majority of software today has been created with personal computers in mind and placing them on your mobile device would render it useless because so much memory would need to be allocated to perform the functions of the software and as you know sometimes multiple pieces of software is needed to make an app function the way it was intended. So it is imperative for mobile software technology and mobile marketing technology to work effectively together to create a program that will perform the tasks of a full size website on a smaller scale.

  30. I, as a customer, am willing to admit that I subscribe to the expect more, pay (require) less way of thinking. I do appreciate the convenience of being able to compare prices, read reviews and view ratings at all stages of the buying cycle (whether I am at home on my home computer, or accessing a mobile site thru my phone). As well, the utility of the applications available, the mobile websites, and even at times being able to easily access the full site has assisted me in making buying decisions on several occasions. I have even been one of the shoppers guilty of visiting a local brick and mortar location in order to try before I buy, elsewhere! Thus, I can attest to the value of showrooming. There is no doubt that the timeliness of special offers sent to my mobile device, especially via email, play a vital role in when and where I buy specific products and services, as I value having mobility as an added benefit. Finally, when the marketer is able to provide me with easy to use (view and analyze) information, especially in the form of videos, that is relevant to my own personal needs, desires and shopping preferences. Thus, I absolutely buy in to the idea of a unique customer experience. In fact, I expect this unique experience in the local places where I shop.

    In light of the Target security breach during the 2013 Holiday season, there is an added element to this unique customer service experience that I value – security of my information. I do believe that many organizations are doing a lot to prevent such security breaches, as well, I understand that issues will arise; however, I value not having to vigilantly watch for security breaches. I desire for the marketer to consistently reassure me that their technology, especially their mobile technology, is safe and secure. As well, I expect (there’s that word again) them to be making the necessary investments to live up to that claim. So maybe the acronym could be C-U-S-T-O-M-E-R-S!

    With that said, I believe that customer service gaps are due to both a lack of commitment on the behalf of marketers, and that the proper technology (like on Iron Man) may not yet be available to achieve the desired level of personalization. A LOT of data are constantly being captured, they are analyzed, but it is simply impossible for a computer to accurately identify every aspect of a customer’s decision making and buying patterns from mere data. For example, if the customer is experiencing a lifestyle change (e.g marriage, children, job loss, etc.), it’s impossible for technology to capture this (well, Target had a pretty clever way of identifying their newly pregnant shoppers) and alter the personalized experience accordingly. As well, I don’t believe that marketers fully buy-in to the mobile revolution and may view it as just a fad. Thus, I think the gap is due to both.

  31. Without doubt today because the marketplace is so highly competitive customer experiences need to be unique in order to gain and keep customers. This is even more so now that mobile platform usage is overtaking desktop usage and because such usage is expected to rapidly rise over the next few years. Thus all the experiences of the C-U-S-T-O-M-E-R acronym are increasingly needed to effectively reach, enhance, and satisfy customers. Also, being that consumers today live such busy lives, these experiences have become especially essential in the shopping and purchase decision process. Mobile platforms have turn out to be a necessity to accomplish everything that one needs to do in an efficient and timely manner on both business and personal levels. However, achieving a unique experience for mobile users is challenging, if not problematic for marketers.

    Currently gaps exist in the customer experience. These gaps are due inclusively to both technology bumps and marketing reluctance. Marketing reluctance is a result of marketers’ unwillingness in having to redo current marketing strategies. Retrofitting current strategies to accommodate mobile messaging just cannot be effectively done. Entirely new, dedicated and integrated mobile messaging strategies are needed. For marketing managers and businesses, doing this is, reluctantly, very time consuming and costly. Additionally, since mobile marketing is still relatively new, there is also a learning curve for advertisers to get over before they can effectively devise ways to target mobile customers (see: ).

    Reluctance on marketers’ part also stems from related legal issues and concerns, such as privacy, disclosure, consent, fraud, and patent infringement, all of which are currently impeding mobile marketing implementation by many businesses. One of these issues, disclosure terms, is related to the small screen size of many mobile devices. Users would rather not read small sized text, and thus would possibly opt out of a purchase decision in discouragement (see:; ). Usability ease of the customer experience takes somewhat of a hit here, not due to marketers’ part, but technology hardware limitations.

    Data collection is another problem in the mobile environment due to bandwidth restraints, connectivity maintenance issues, and customers’ preferential usage of apps in the mobile platform shopping and buying experience. Notably, apps don’t use web browsers and cookies, both of which allow marketers to easily track consumer behaviors. Measurement issues ensue as a result and targeting mobile customers effectively becomes quite a difficult task. Relevance in the customer experience is seriously affected. New ways to track and measure consumer data are needed, like “AppLovin”, which partnered with “BrightTag” for easy integration with advertisers, and collects mobile customer usage information. Companies and applications like these may become the wave of the future to help marketers solve mobile user targeting problems (see: ).

  32. I think the meanings associated with the C-U-S-T-O-M-E-R experience are dead on and I am buying into in. I agree with a previous post mentioning Community was missing as users do not have much interaction besides reading reviews. I believe S- Security is missing. With Identity theft so commonplace consumers would feel more at ease knowing their personal information was safe.

    Mobile marketing is huge and increasing technology has changed the marketing world completely. The gap in customer service exists due to a mix of both marketing and technology. Technology is changing constantly everyday and marketing cannot keep up. Due to this lag, there is also a drop in the level of customer service.

  33. I would definitely have to say that I am buying into the CUSTOMER experience. Everything written in the blog described most of how I am with mobile technology. I would say of the different topics covered in the CUSTOMER acronyms, the ones that apply most to myself would be show-rooming, offers, ease of use and mobility. I definitely do find myself in many stores shopping around, looking to get the best priced item, and with many apps that allow users to scan a barcode and see the prices in other competitors; it’s a lot more simplified to do this. When it comes to offers, I love to receive mobile offers, many times, via email, and the use of a mobile device provides the proof. Many companies have become so flexible to where they can scan a barcode off a mobile device, or even take a code listed, as long as the customer can show the proof on their device. This could be good because it allows for a more eco-friendly environment in becoming paperless. In regards to the ease of use and mobility, those go hand-in-hand. It is very important for a website to be viewed on a mobile device, and I agree with the blog when it said that studies show users will go to the competitor’s site due to a bad experience. Being able to access websites and complete many tasks on the go has become the thing to do, and with many companies releasing apps, it makes it easier than having to navigate a site.

    I cannot think of any experiences missing from the CUSTOMER acronym. The things that come to mind all fit under one of the categories listed. For example, the use of apps is important for me; but this can be listed under convenience or mobility. As mentioned, we want less and expect more. Because many people use their mobile devices to complete tasks on the go, we do not want to wait for a site that is not mobile-formatted, or has graphics that take long to load up. The use of apps and what can be done through apps helps to eliminate this.

    I would have to say that all this is due to the advancement of technology. Companies are looking to market the best way possible and with the way many people are using their mobile devices, there is no way to stay current unless you keep up with time. Because of the high increase in smartphones, and according to the graph from the blog, how tablets are on the rise, using mobile devices are becoming more of the way to go than the traditional website viewed on a computer. To help with this as well, many mobile devices are now allowing many websites to be viewed in a desktop format, all because these devices are supporting the graphics and memory needed. Although computers are necessary to complete many tasks, some things that were needed to be done on a computer can now be done on a tablet or smartphone, and this allows for companies to want to change how they market to continue to reach their markets.

  34. I am all about this unique CUSTOMER experience. As a mommy my time is limited and I am an avid mobile shopper. I need the quickest easiest way to shop or find the best deals. I’m more likely to check my phone for a great deal before looking anywhere else. I would also make the purchase from my phone depending on the ease of the checkout. I want my experience to be simple and convenient.

    I think an “S” could be added on the end for “Safe Shopping.” As a customer I want to ensure my mobile experience is also a safe shopping experience. Customers need to feel the same safe experience they receive from a desktop or shopping at an actual store. I want to know that my credit card and personal information are going to be protected when using these mobile apps.

    I feel that the gap in customer experience with mobile apps is due to technology bumps. As mentioned in the blog consumers are only willing to wait 5 seconds for a web page to load on their mobile devices and some are unlikely to return to the mobile site if it didn’t work properly. Not only do companies need to create a mobile app that creates the C-U-S-T-O-M-E-R acronym, they need to create a flawless app that is fast and loads properly with minimal errors. Technology changes daily and companies need to strive to stay up to date with the mobile trends.

  35. As I reflect on my own personal use of mobile technology, I agree that most consumer uses of mobile technology are aligned and fall under the CUSTOMER acronym. However, the degree to which each letter is utilized can vary drastically for each individual. Nevertheless, mobilizing marketing efforts has become relevant since mobile use has exceeded desktop use.

    Mobile technology has provided us an “on the go” desktop, and the fact that this virtual desktop can be packaged with cellular services means that our smartphones for many have become our “life support.” We don’t do anything without our phones. For marketers this means 24/7 access to consumers, and we accept the influx of marketing efforts because we have become so reliant on mobile technology for everyday use. But, just like many other platforms of marketing, too much advertising has again made consumers numb and messages get lost in the noise.

    Through SoLoMo efforts companies try to establish a relationship with the consumer, however, an overall lack of customization/personalization still leaves a substantial number consumers disengaged. Efforts such as Youtility and Native Advertising are making progress in offering more context relevant advertising. Yet, as a whole I feel that the gap in the customer experience is not due to technology bumps but rather a lack of marketing resources within organizations. Mobile technology is fast moving and continuously advancing and the opportunities to better market exist. Just keeping up or fitting in with the competition means you are only staying afloat, but not necessarily going anywhere. To create traction companies need acquire the right resources, whether that involves partnerships with modernizing app companies or hiring additional CRM staff focused solely on mobile marketing. An example of maximizing marketing efforts through mobile technology could be: consumers who are part of Target or Publix marketing who allow location services on their phone can receive an email or alert to coupons or savings available just by being within close proximity to a Publix or Target store. This would greatly increase the potential traffic to each store, but I have yet to see any store reach this level of mobile marketing, and I think the technology already exists.

  36. I am buying into this unique CUSTOMER experience and I do not feel that there are experiences missing from the C-U-S-T-O-M-E-R acronym. Customers are becoming more and more reliant on mobile apps as they apply to their day to day lives. Customers are also becoming more demanding on what they expect to be provided on mobile. This expectation has left many companies struggling to catch up with market demand and expectations.

    The gap in customer experience is due more to technology bumps. I have experienced this with my own employer. You must have a full functioning app that meets the demands of your customers before you can begin using mobile to market to them. If your app doesn’t function properly or meet consumers demands then you are going to lose them early on. Many companies are now turning to YouTube to help education customers on their apps and what functions they can self-service via mobile.

    Take a look:

  37. I am definitely buying into this unique CUSTOMER experience. To be honest, I can’t remember the last time I accessed the internet to do something as simple as a Google search on a PC that was not during work hours. Since I consider myself an avid mobile user, I think the CUSTOMER experience perfectly describes the reasons why users are relying more on their phone for internet purposes than their PC. I am not only buying into this unique experience, I am taking part in it on a daily basis. Smartphones offer users so many applications that they make it too easy for you to do pretty much anything on your phone. From booking a flight, to purchasing movie tickets, to searching investopedia for a homework assignment and let’s not forget social media, a mobile phone has the capacity to meet all of our needs adding the unique CUSTOMER experience.

    I think the CUSTOMER acronym is all inclusive regarding the factors that mobile users put greater emphasis on. Each term in the acronym is so broad that it encompasses such a wide range of experiences. For example convenience, one of the most broad terms, can be used regarding convenience in writing an email convenience to buying something online while you’re out and about and convenience to small business owners that can now accept payments via their smartphones; I mean it doesn’t get much better than that.

    Regarding the gap in customer experience, I think that it’s definitely a result of marketing reluctance not technology bumps. On the contrary, technology is what keeps the ball rolling and instead of bumps, there is a clear open road ahead as to what technology will accomplish in the coming years. I think the gap in customer experience comes directly from the fact that marketers are still hesitant to allocate a lot of their fund to mobile marketing and aren’t able to keep up with technology. Customers want a more personalized experience and marketers are falling short of that.

  38. Fifty percent of mobile web searches are being used for local businesses because mobile users are closer to the “bottom-of-the-funnel” stage or the buying stage. As long as the mobile consumer does not have a bad experience during their mobile shopping experience, then the company should not have any problems. However, for the most part smart phones are the most common mobile device and the most convenient to use for virtually anything. It is actually quite incredible how amazing cell phones have become for consumers to customize almost anything they want from food to clothes to traveling in just minutes.
    Another major factor that is a major advantage for mobile user is timing. Mobile consumers can shop anytime they want and are able to receive instant responses for just about anything. Reviews are available online so mobile users can get an idea about a product or service beforehand.
    Special rewards and incentives are key to keeping loyal consumers happy and coming back. I have noticed shopping online at my favorite stores is sometimes cheaper because there is usually a discount offered or free shipping. The problem is that you cannot try or test the products so the purchase is based on previous experience or customer reviews.
    Another important factor is to ensure that the website is easy to navigate and comprehend, otherwise the customer will not be back. With the sudden advancements in technology over the last few decades, the internet has created a new field for marketers to run. Smart phones have allowed consumers to become mobile shoppers thus enhancing their multi-tasking capabilities.
    I agree with the acronym “CUSTOMER” and feel that the customer’s experience is partially based on marketing reluctance and partially technology bumps. Technology has allowed marketers to advance to a new level, thus keeping consumers interested and informed. I do not know what I would do without my iPhone…

  39. Fifty percent of mobile web searches are being used for local businesses because mobile users are closer to the “bottom-of-the-funnel” stage or the buying stage. As long as the mobile consumer does not have a bad experience during their mobile shopping experience, then the company should not have any problems. However, for the most part smart phones are the most common mobile device and the most convenient to use for virtually anything. It is actually quite incredible how amazing cell phones have become for consumers to customize almost anything they want from food to clothes to traveling in just minutes.

    Another major factor that is a major advantage for mobile user is timing. Mobile consumers can shop anytime they want and are able to receive instant responses for just about anything. Reviews are available online so mobile users can get an idea about a product or service beforehand.

    Special rewards and incentives are key to keeping loyal consumers happy and coming back. I have noticed shopping online at my favorite stores is sometimes cheaper because there is usually a discount offered or free shipping. The problem is that you cannot try or test the products so the purchase is based on previous experience or customer reviews.

    Another important factor is to ensure that the website is easy to navigate and comprehend, otherwise the customer will not be back. With the sudden advancements in technology over the last few decades, the internet has created a new field for marketers to run. Smart phones have allowed consumers to become mobile shoppers thus enhancing their multi-tasking capabilities.

    I agree with the acronym “CUSTOMER” and feel that the customer’s experience is partially based on marketing reluctance and partially technology bumps. Technology has allowed marketers to advance to a new level, thus keeping consumers interested and informed. I do not know what I would do without my iPhone…

  40. Yes, I am buying into this unique CUSTOMER experience, quite frankly because I love it. I use my smartphone for so many things. I use it at stop lights to look for recipes before heading home to make dinner. I am enjoying the fact that companies are adopting the mobile first platform model because mobile is used very frequently- accessibility is the key. The acronym mentioned I the article is so creative, but yet captures the whole experience. My experiences with a mobile site is very simple, if it works smoothly I will return; if it does not, I won’t. Personally, I do not use mobile sites to purchase, I use them to find ideas or find where a product is sold. It’s very handy because it is frustrating traveling to stores that you believe may have the product you are looking for, the they are not there. Recently I have been finding it very useful how easy it is to map a location; most sites are linking their store locations to Google maps, making it very easy to navigate towards. Very convenient.

    I believe the gap is due to marketing reluctance, not technology bumps. I believe marketers are still capturing data about this trend. I think this is why they haven’t really maximized marketing efforts to its fullest potential. In a way I feel that once they do push it to full gear it may begin to feel too crowded, pushing users away. Marketers have a tendency to overdo efforts pushing consumers to adopt less.

  41. Mobile devices have seemingly taken over the world. There isn’t a time when I’m out in public when I don’t see someone actively using their mobile device to search, communicate, research or share. This mobile trend cannot be ignored, and therefore I definitely buy into the CUSTOMER experience.

    What is interesting is that we are currently dealing with this exact situation. Our website is not optimized for mobile devices, and I believe it is not due to technology bumps, but rather the reluctance of our marketing team. When they created our awesome website, they included all of the things that would make it look shiny and cool on a desktop, but unfortunately, the site is very poorly optimized for any mobile devices, making it virtually impossible to use our website on a phone. The problem with this is that our athletes come to our website on a daily basis to look at the Workout of the Day and to sign up for events. Since so many people look to their phones for their information now, our athletes are hindered when they access our site on a mobile device.

    Some marketers are not comfortable with this whole mobile movement, and therefore stick to what they know instead of hopping on the mobile bandwagon. But like it or not, this trend is not going anywhere. Recently I went to a website that I visit occasionally, and they completely updated their website so it is incredibly mobile-friendly. Check out on your mobile device and you’ll soon see how cool it is. They clearly have a marketing team that recognized the importance of having a mobile-friendly website, so now they have a perfectly functioning mobile site.

    So I guess the question is, “why are marketers scared of going mobile?” Is it because they consider themselves artists and a mobile site is not nearly as grand a canvas as a big, fancy desktop? I think yes. Many folks in marketing want to big space to create the big ideas. They want the fancy tools, fun devices, moving objects, and shiny things. This is very difficult to do on a mobile device. They are now limited to a tiny screen and small marketing real estate, and I think that is offensive to many marketers out there. They know how to be a great marketer and put their stamp on a big, awesome project, but when it comes to a smaller, trimmed down canvas, they just don’t know how to make it work. If these marketers want to stay in business, however, they are going to have to figure out how to be creative and make a splash with a smaller space and express their creativity and expertise on a much smaller scale. Once they all accept the fact that this trend is only trending up, they will hop on the mobile bandwagon.

  42. I definitely buy in to this unique CUSTOMER experience and I think that mobile marketing is the new way of life. Implementing a mobile strategy may not always seem important to companies, but let’s face it, that is where marketing is moving these days. How many studies out there show that people spend more and more time on their mobile device? With this in mind, it is only common sense that you don’t just optimize for mobile, you build a strategy around it.

    Mobile phones have become a necessity in people’s everyday lives and as more and more apps are developed, people are only on their desktops “when they have to be.” As far as online shopping, research, and social media goes, people are on their smartphones. Smartphone users are into convenience, innovation, and offers. All of the letters of CUSTOMER acronym are important but I feel like those three are the most important. There could be 3 computers in the house but most people will pick the device to browse the web that is most convenient – their phone. In all honesty, people are lazy! They want whatever is easiest and that is what mobile marketers have to take into consideration.

    People also like innovation, new technology and new ways of doing things. If their smartphone now allows them to one more cool thing, they will deem it important because it makes life easier for them. Having the latest technology is all the rave and having the newest and best app out there is always a demand. The user experience is always important for companies to consider because it can set your brand apart from the others. If your mobile site is lacking in some functionality or a customer has issues checking out on your online store, they are very likely to take their business somewhere else, often times your competitor. I agree that marketers should have mobile top of mind and it should come before traditional desktop marketing.

    I feel like the gap in customer experience is due to marketing reluctance. Like stated above, companies are still just optimizing for mobile. They need to see more importance in the value of providing their customers with a proper mobile experience. As technology grows, mobile strategies will become more and more important. Why not be ahead of the curve while you still can?

  43. So are you buying into this unique CUSTOMER experience? Are their experiences missing from this C-U-S-T-O-M-E-R acronym? And do you feel this gap in customer experience is due more to marketing reluctance or technology bumps?

    Presently, marketers have the tools and knowledge needed to provide customers with a CUSTOMER experience. It’s all in the details, and ironing out those kinks in the customer’s buying cycle through mobile devices is a matter of addressing simple issues, such as eliminating Flash (if possible) from mobile versions of the website, creating a mobile website design that is meant for website and not only the re-sized responsive version of a desktop or laptop webpage. Optimizing the CUSTOMER experience is no longer rocket science, however there’s still a technology bump that prevents the marketer to fully engage the customer in a way that surpasses the CUSTOMER experience.
    The fact is that although the average adult spends about 5 hours on their mobile device, the customer still has to take the phone or device out of his or her pocket and make a search. There’s a barrier between the customer (or any person for that matter) trying to access information, and that’s the fact that they have to search for the information on a device. Perhaps the technology bump I’m referring to will not be crossed any time soon, but apart from optimizing SoLoMo for a CUSTOMER experience, not much else can be done with our present grasp of technology. We’ve reached a plateau technology-wise, and I believe that the heavy emphasis on “quality” serves as proof. When technology slows down, it gives people the opportunity to digest the leaps made over the past decade and concentrate on polishing the tools created during this time.
    Marketers will be limited to polish the tools at their disposal until the next technological leap comes along, I’m talking about fully functional Google glasses, or chips implanted into our brains or something.

    Santiago Garza

  44. We can indeed see nowadays that mobile phones are becoming the preferred devices for shopping. The uniqueness of the experience will depend on the shopping journey that the customer will go through. We can notice that it is much faster and easier to make a purchase or to compare products and prices on the smartphone than on a desktop. Indeed, the smartphone is mobile, quick of access and makes the search easier for the customer, offering therefor a unique experience. I believe that this experience is unique, if well performed by the website or the application marketers. Indeed, as very well explained in this blog, if the page does not load in five seconds, 74% customers will close the page almost half of them (46%) will not return.
    I believe that the C-U-S-T-O-M-E-R acronym covers all the major gaps to be field and major points to be done by marketers when designing a mobile application or webpage. Another point that marketer and web designer could target would be to make payment easier. Many times have I bought through my mobile phone and pages requires many information (Billing address, shipping address, credit card information, etc.); it is longer and could discourage people to fill in all this information on a smartphone, plus due to the “big thumb” syndrome, many people could make typo mistakes. I believe making easier payments method should be included in applications and smartphone web pages, such as Google wallet, PayPal, etc.
    I would also add more imagery. Indeed, when purchasing on a smartphone, a problem that could occur is to try and obtain a picture or video about the product in order to have a better view of it before complete the purchase. Even if it might seems hard to believe, I have encountered myself many time in this situation, where I needed a product, knew its name, search for it and could not have a good view of it, or there were no pictures, or only one very blurred. I believe the better the products looks, and the more pictures of it, even better a video of showing how to use it, or how it looks like in hands help the sale a lot. Marketers should incorporate more imagery and pictures of their products in their application and smartphone webpages.
    Another point that could be added would be to get rid of all on site/ on application advertising but native advertising. Indeed, I have come to realize that users hate when being advertise and when looking for a product and having many advertising showing up. I believe that native ad is growing and is a very smart way to advertise it incorporates within the website/application; and is usually very well received by the customer, neither assimilated as noise. Therefor I would not advertise anything except under the form of native advertising.
    I strongly believe that the gap in customer experience is coming from marketing reluctance and not from technological bumps. Indeed, nowadays we have the technology necessary to achieve the C-U-S-T-O-M-E-R acronym and even more. What happens is that marketers often believe that smartphone application and website are only “front pages” (frontages) for the “real” websites on desktops. Smartphones are not considered yet by marketers as a powerful buying tool, they have not yet understood that smartphone is the selling tool of the future. It is inexpensive to design and to use, and buyers each day spend more and more time on it, and more and more buyers join this method every day. Marketers haven’t yet realized that it is a necessity and need to be on the smartphones instead of a competitive advantage. What used to be not so long ago a simple competitive advantage has now become a necessity. What use to be a basic and non-buyer friendly application has now become a user and buyer friendly façade (frontage) for customers to make easier, faster, and happier purchases. And many marketers still need to realize this fact and embrace it as soon as possible in order not to be left apart, as Kodak was with the digital cameras.
    I believe that mobile application, and smartphone’s websites are the selling tool of the future, it is more convenient, faster, and easier to use for the customer than a desktop, and it’s biggest advantage is that it can be used everywhere.

    Martin Tavernier,

  45. I definitely am buying into this customer experience. While the C-U-S-T-O-M-E-R acronym is right on, I would replace or perhaps add sharing to the acronym. Today social media is at a high and showing no signs of slowing. There was a time when word of mouth was considered the best form of free marketing and perhaps such is still true. However, today people migrate to social media websites to share literally almost everything, I call it the new form of word of mouth. When we think CUSTOMER it is important to consider how sharing can enhance the customer experience. Friends often have the same interests, I often call my friends to notify them of deals I come across as we often shop in the same stores and dine at the same restaurants. While companies are realizing the trend, I think they need to do a better job of allowing customers to share. One of my favorite mobile apps is Bank of America’s mobile banking. I always check out deals when I use this mobile app and while I often find good deals, there is no option to share these deals with friends and family. Now consider I have numerous friends and family members who also do business with Bank of America, such an option would be a great tool and benefit both the company and consumer. Companies are so consumed with creating personalized experiences that some are forgetting that one of the reasons for people moving away from the desktop is because devices now allow us to share pictures, contracts, presentations, and various information from the palm of our hands.

    I think the gap in customer experience is due to both marketing reluctance and technology bumps. While there is a clear upward trend in people using mobile devices, there are still some limitations, For one, the demand for human interaction for some services is still high therefore companies have to be careful not to lose customers who may not be tech savvy, therefore marketing executives are perhaps reluctant to invest too heavily in the mobile customer experience. Also technology still has room for improvement in terms of enhancing the customer experience. Just the other day I was attempting to visit a website using my mobile phone, only to be prompted to use a desktop based on options I had selected. Immediately, I felt annoyed and left the website. Currently, there is a gap but as technology improves I expect this gap to tighten but not necessarily close as there are just too many traditional customers who are not technology driven and want the traditional face-to-face experience.

  46. It is Thursday morning I suddenly weak-up to get ready to travel to Haiti. I grab my iPod as usual for the latest news and the most important email I have to read and reply before anything else. Through Google glass, I can check my reservation, while I am on the phone; I receive an alert from American Airline. They send me an email regarding my confirmation for next month. I am shock because I get myself ready to go. I already have an appointment with two different sectors that came from different country in the Caribbean. One of them will come from Jamaica and the other one from Dominican Republic. Our meeting is set-up for 11 Am the same day. If I travel for leisure time, I could disregard the inconvenient and stay for next month. Because it is for business purpose I have to do something. Effectively, through my Google glass I log on to move on my day.
    I disregard the rest of my email. I log on AA website with my phone to see what I did wrong last night. I finally realize that I check the wrong date. I cannot stay for another day because one of the people I have meeting with already leaves their country the day before. While I am on the AA website, I check if I could find a seat for Fort Lauderdale Airport. Even though American Airline has two trip that day. One at 6 AM and the other one at 9 AM, unfortunately, the planes are book up. I see they have seat available in Miami Airport but it is too far for me. As I am a true blue member, I decide to make a reservation with JetBlue. Thanks God I have a sophisticated mobile phone .I log on JetBlue website, effectively, I find seat at JetBlue. It is already 4 am I quickly use my True-blue card member and pay for my ticket.
    I have a lot of time reminder the fact that JetBlue will take off at 7 am from Fort Lauderdale Airport to Port-au-Prince. Just in a while, I receive an alert of two major car rentals that give me good deal if I make rental reservation with them. It is so good that I quickly accept the offer. The deal is I could make a reservation with Enterprise and have 25% of the regular price. I agree and I have an SUV for a reasonable price. While I am waiting for the Airplane to take-off, I receive an alert on my iPod that I left my house door open. I was in a hurry when the cab driver come to pick me up I forget to secure the door. No problem, the security alarm is set on my phone even the camera is set up on the iPod as well I just activate the security alarm and i secure the house. At that time it is 6:30 AM and the Airplane crew member starts boarding the passenger. Technology did so great that I love it.

  47. I am definitely buying into this unique customer experience. As someone who is best friends with her cellphone, I personally empathize with mostly everything mentioned in the blog post. I’m always giving out my email address and checking it to see what stores have the best sells going on and who will give me a good discount. I’m use my phone more often to access the Internet, because, just as it was mentioned in the article, it is much more convenient to do so. I think that marketers are doing a great job at continuing to fond innovative ways to appeal to the younger, more technology proficient customers, yet still appeal to the older, more traditional ones.

    The C-U-S-T-O-M-E-R acronym is a great tool in helping to explain what mobile users expect. I don’t think there’s anything missing in that respect; however, I would like to expand on the Convenience portion of the acronym. When it comes to convenience, I think that businesses should continue to improve it, especially in western civilizations such as the US, because we prefer to do things the easiest way possible. For example, as big as Twitter has become in the last few years, there would be a lot less people using it if it was not accessible through an app. If users had to access their browsers every time they wanted to tweet, many would simply choose not to tweet at all, because apps are easier and more convenient.

    I think that this gap in customer experience is caused more by to technology bumps rather than marketing reluctance (even though this shares some of the blame). I believe that technology becomes more advanced everyday as innovators look to out do themselves and their competitors. I think that level of innovation is sometimes faster than the reaction time of businesses, and that is why there is sometimes a gap in customer experience. However, if businesses could keep up with the fast paced technology bumps, the gap will become more and more narrow.

  48. Personally, I agree with this unique CUSTOMER experience. I think that this acronym did a great job at breaking down the specific needs for a mobile user. Within this acronym I think each link is vital and for you to have a weak link would put you at a competitive disadvantage. I know for me as a customer, companies with an effective mobile marketing presents usual get my money. It might be that I have a bias opinion because I live with a mobile device glued to my hand but this seems to be the growing trend.

    I think that community is missing from the C-U-S-T-O-M-E-R acronym. C can be for Convenience and Community. The most basic function of a mobile device it to connect user to other users. I think that facilitating feature that promote community will help users to have a reason to come back to the site even after their questions are answered, products are ordered, and they are satisfied with services. I think this should be done in a simple way such as rating and comment sharing. Having a complicated profile feature might be too much for a mobile user. Just as long if there is some way for the users to connect to others, not just the company’s customer service representative.

    I think the gap in customer experience is more so due to marketing reluctance. We have enough technology, so much so we delay mass production on certain new gadgets because the market might not be ready for it. The challenge of implanting human touch in a marketing digital world is amongst the greatest marketing challenges. Marketers must find a way to personally connect to users in a way that reaches them right where they are. Mobile computing is climbing the ranks so marketers that continue to lag behind are actually hurting themselves for the long run.

  49. I am definitely buying into this customer experience. In fact I have mobile apps for just about everything, including banking, which is my favorite convenience. I feel like mobile marketing actually addresses all experiences in the C-U-S-T-O-M-E-R acronym. Consumers can now shop for just about anything, read all of the details before committing, compare products, find sales and special offers, and use the apps anywhere. It’s a more simple way to market directly to target consumers because they decide what to download. Companies are able to marketing in relevant apps. Companies can use their own apps to get their brands embedded in the minds of the consumers. I believe the gap in customer experience is only due to technology bumps. This is because technology is ever-evolving, the first “version” of anything is hardly even any good. I work in an IT company and we know well that with time programs, even mobile apps, can be fixed and adjusted until they work nearly perfect. The biggest issue with mobile marketing is security. Mobile is still fairly new and hackers are doing everything in their power to find any vulnerability to work their way into user information. Mobile devices are extra vulnerable because they are still working out the kinks and technology “bumps”. Because of this some companies are reluctant to trying this method out, however I still find it is the most effective way to increase ROI. There is a bring future in mobile marketing as more and more companies are willing to try it out. Thanks to problems where vulnerabilities are found they can be fixed fairly quickly and even though damage may have already been done, in the future these problems will be few and far in between.

  50. Am I buying into this unique CUSTOMER experience?
    I believe most serious marketing professional will buy in to the need to fill the ”Customer Gap”, but must determine the best timing for the shift from heavy investing in conservative practices towards cutting edge philosophies. These initiatives simply need to gain a greater piece of the marketing budget share. It is obvious based on the statistics provided that mobile users are growing and those marketers who meet these consumer expectations of their target market will most assuredly profit for doing so. As I cover my views on the gap that exists between the desire of the market and those who fulfill it ,I will keep in mind we who manage such information must constantly prioritize and clarify this content to provide ease of understanding so the consumer is encouraged to use such options across the board of target audiences. There will be a paradyme shift necessary for marketers to “invest” time and resources into this mobil- first philosophy once they experience their profit ship has left the port without it. Most of the attributes to cater to this technology is not uncommon in any shopping experience, yet it simply puts emphasis on the more obvious actions necessary to create a knee-jerk responses from the serious shopper. This blog eludes to the prioritization of marketing mainly to the mobile market, yet there will always be those tried and true methods of reaching the consumers. Especially those who do not mobily engage.
    Customization and Native Ads will play a big part in the transition to the mobile market consumer buffet. The company who reaches the mindset of the consumer, gets on their page and stays there until conversion is created will rise like cream to the top of the proverbial cup social java. Marketing reluctance may be due to the great flux of technologies as well as warping popularity of so many platforms as well as increasing opportunity to capitalize on mobile based apps which vye for memory real estate on the consumers mobile device. This is why native e ads and reaching the shopping consumer in a timely relevant way will determine the success of the implemented strategy. Offers , of course , must be competitive with not just the general market but with extra perks for behavioral loyalties which builds a repetitive habit forming-customer experience. Use of sites such as Retail Me Not .com to get matching prices or competitive competitive coupons become habit for the bargain bent consumer.

  51. Internet traffic coming from mobile users is high and will continue to grow into the future. Almost 60% of American adults own a smartphone, 87% between the ages of 30-49 make over $70,000. With those kinds of numbers, it’s not surprising that mobile ecommerce is expected to exceed a trillion dollars by 2015. Majority of people go online to search for products to buy or review before buying it in the store. If companies are not making it a priority to concentrate on the mobile customer, they’ll bound to see a decline in consumers.
    Just fitting your website or scaling it down to fit on peoples smartphones is not going to work, and is not the right strategy. Websites require clicking on links and pointing at content, while smartphones require consumers to touch and swipe. Try to tap on multiple links and navigating on a sized down website is inefficient and bothersome to consumers. Having a dedicated mobile app that’s simple, intuitive, and easily navigable is much more efficient in the eyes of the consumers. Consumers prefer the ease of use and simplicity that comes with a dedicated mobile app.
    The acronym C.U.S.T.O.M.E.R. is a great tool in thinking about the how to design your mobile app. It covers pretty much every important factor that would a mobile app to be. The only thing I believe should be incorporated in a mobile app, is also the synchronization to third party apps. Ability to skip the registration process by linking it to your Facebook or other social accounts. The ability to pay thru payment platforms like PayPal. Consumers can literally purchase something with as little as 3 taps. That’s an exaggerated opinion, but you get the idea. I don’t want to fill out forms, surveys, or even my banking information. I just want the ability to tap, browse, and purchase. Simple and that’s all that a dedicated mobile app should be.

  52. Yes, I am buying into the CUSTOMER experience. Mobile marketing has evolved rapidly over the past years and many companies have shifted their attention to this form of marketing. Smartphones are like peoples’ computers because it allows them to instantly surf the web and check their social media sites on the go. It is so convenient for people, which is why mobile marketing is very important to businesses nowadays. For example, when I am at home I still use my smartphone, even though I have a computer right next to me. My smartphone is like a mini computer to me because of all the things I can do on it. Even the Internet on my smartphone is very fast, which is another reason why I also use it. There is nothing really that I would add to the CUSTOMER acronym because it pretty much sums up everything. The mobility, timeliness, and especially convenience are what customers place most emphasis on. They like the fact that they have access to the Internet almost anywhere and anytime instantly. Last but not least, I think that the gap in customer experience is due to both marketing reluctance and technology bumps. Companies must adapt to the new technological changes to be effective and target the people. It is also important that companies make their products user-friendly because people do not want to have a lag when surfing the web due to an overload in ads. People want to have a good experience and do not want to waste time by having to wait a very long time for a page to load.

  53. Today mobile marketing is one of the most popular new marketing trends there is so I can definitely get behind the unique CUSTOMER experience. With proper marketing, businesses can reach both the young and the older buying market through their cell phones. The CUSTOMER acronym seems to break down the needs of mobile users very well and companies can use the strategies listed to increase their SoLoMo (social, local, mobile) business. I don’t think anything is missing in this respect.

    I feel that the gap in customer experience is due more to marketing reluctance rather than technology bumps. People in marketing have not fully embraced the whole mobile customer experience yet. They look at mobile devices as a means for a quick advertisement to draw you to view their full website on a desktop or larger device. Businesses are missing the opportunity for customers to make quick, informed purchases on their mobile devices without going to a desktop. Technology is far beyond the limitations that would stop a user from using their phones as a purchasing device. Smartphones nowadays have just as much processing power as desktops from recent years. Wallet technologies have been available for a while now, but it just lacks standardization. Also, with 4G LTE data speeds, internet access is now as fast as a wired connection, allowing properly configured webpages to load in much less that 5 seconds.

  54. The days when mobile phones were used only to make phone calls are gone forever. Today, most models include many features: built-in camera, MP3 player, and video recording including the all revolutionary apps in the market. Technological innovations are also common on memory capacity to help the new generation save a large volume of media as well as emails and other utility. And today we no longer need to carry three devices with you when traveling, mobile are all in one: camera, phone and music player! I think people are getting a great use of these mobile devices. With all the new development in the cell phones we can have everything that we need on the go. Time is very precious and people want to be connected at anytime and anywhere in the world. But with desktop we have to be always at one place which inconvenient for people who is always on the run, so smartphones saves us a lot of time and space. One of the weaknesses I found with cell phones is the screen optimization and some of the command we are not able to get on them due to their size. However, they work better for us when we need a real-time-self- help for example. Mobile devices are very useful in many different ways and every that we could have in our wallet now can be included in our cell; therefore making payments are lot easier and safer for consumers. I also like the fact that our smartphone is more like a note book which can keep us posted at any time during the day or the week with the reminder apps or meetings… I think this new innovation will have greater value in the future. Perhaps, people will completely replace the big desktop with the fast development of technological devices.

  55. I think that this unique CUSTOMER experience is so common that most mobile users can relate to this post. Without realizing it, we have become a very demanding generation and expect so much from technology. We want everything to be very simple and easy to use, without any problems. Many times we are quick to get frustrated with any slowness in our technology. I thought the “convenience of payments, calls and directions” was very interesting and true in my own life. There have been many times I was driving down the highway and needed to get directions. I pulled up my GPS and was frustrated that the GPS did not immediately track where I was located. Because of this fast paced generation, marketers have to keep up with technology trends.

    I think that another experience that relates to the C-U-S-T-O-M-E-R acronym is how fast products lose popularity and other products replace them. For example, in the past 10 years technology advanced so quickly that a phones popularity life has decreased exponentially. It only takes a few months for a phone to come into the market, and be taken over by a more exciting phone with advanced technology. I remember when I was younger the blackberry being the coolest phone around. Now the blackberry is such an outdated phone and I can’t remember the last time I saw one being used!

    I think that this gap in customer experience is due to more technology bumps. The problem with this generation of consumers is their technology expectations grow faster than new technology can be created. People want amazing products with no technical difficulties. However, only in a perfect world can a product work so well. This new C-U-S-T-O-M-E-R experience is also very fast paced and buying products happen so fast because of online purchasing.

  56. I believe that this gap between customer services is due to both; a marketing reluctance and a technology bump. I think people now are using their smart phones more than they are using a desktop computer. Yes there are things about using a web browser on smartphones that are not as useful as a laptop or desktop computer, such as the size of the screen and if that website doesn’t have its own app you may not be able to see all of the website because of the “mobile view”. I also feel the gaps made in the customer experience are due to more of a marketing reluctance then technology bump because the technology is available. Marketers need to commit fully to the new concept of mobility as the new engagement to reach the customer. I think companies need to focus all of their marketing efforts toward mobile platforms, most people have their phones in hand at all times. Everything in business revolves around the CUSTOMERS experience, and they will always use the easier way to access the information.

  57. I am buying into this unique CUSTOMER experience. I consider myself to be a very technological person. I use technology everyday, and feel like I have become attached with some of my technologic devices including my phone and computer. Whenever there is a new iPhone out, I want to get it. I think Apple, Inc. is a great example of an innovative and revolutionizing company in the technology industry.
    I feel this gap in customer experience is due more to both marketing reluctance and technology bumps. Smartphones are used more than computers nowadays since they are small and are easy to carry from one place to another. Mobile marketing is a great idea due to the fact that people always have their mobile devices on them. In the other hand, other people prefer to look at certain websites on the computer because they feel they might miss some information. Some websites do not work on cellphones. For example, I tried to register for summer classes from my cellphone because I didn’t have access to my computer that day, and everything on the website worked except when I was about to click “register.” I don’t usually navigate the internet on my cellphone, I rather use my computer, but everyone is different!

  58. I buy in to the unique CUSTOMER experience. I thought the “Ease of Use for Shorter Attention Spans” was very interesting and something that I could relate to. The facts that was given by Greg Hickman about people abandoning a website if it is not shown within 5 seconds and that they would not be likely to return were very eye-opening. It is very true and I know I do it myself without really thinking about it much. If the website does not work properly it is unlikely that I will visit it again. It is only logical that we have shorter attention spans on a mobile device even though they are more likely to be slower than desktops (especially without wifi). I also think Jay Baer knows what he is talking about when it comes to utility. It seems like these “friend-of-mine” apps are a big hit and helps with brand recognition.

    I don’t think there is anything in particular that is missing that is crucial, but I would add that part of the attention spans problems relies on the speed of your mobile carrier. Of course some internet sites will cause problems either way with having lots of videos and large images that will require some time to load, but I usually blame my carrier for having bad service when I cant get an internet site to load properly.

    Therefore I think the gap in customer experience is caused more by technology bumps than marketing reluctance even though there are exceptions of course.

  59. Personally, I am buying into this unique CUSTOMER experience. I agree SoLoMo will materialize in a big way, but also that consumers are expecting more then what SoLoMo technology can deliver today. Companies haven’t really realized all the benefits that this on-the-go technology can deliver to consumers and how much consumers want to benefit from it. What I am not sure about is whether the benefits will outweigh the costs for most companies. Consumers want to get convenience, timeliness, offers, easy of use, relevance, etc. delivering all these experiences to mobile users might not be a beneficial tradeoff for companies. This might be due to the technology bumps and marketing reluctance mentioned in this article. At the same time, companies have to find a balance between how much information is received by the consumer, a little too much and the whole strategy can tip off. Since mobile users have their phones on them all the time they don’t want to be overloaded and annoyed with information. However, there are many apps out there working for different target markets. For example, I like to use Retail Me Not app, this app only sends me notifications on deals for the store I’m going shopping in. If it gets to annoying I just turn off the notifications but I can still search on it for myself when ever I need it. I think it’s important that companies target their markets and give consumers the power to use their apps at their own disposition. An example of this are the apps aimed toward college students. I found a great article on Facebook about apps that college students use more and why.

  60. I personally am buying into the unique CUSTOMER experience. In social media the customer is the main important person you are trying to accommodate so having this acronym makes sense. I believe a great word that could apply to the acronym CUSTOMER would be connection. The reason is because in order to attract customers it is also important to build a connection with them. It is also necessary when considering customer retention. The customer likes to feel involved with companies so when you connect with them they feel as if the company cares about them. Companies such as Facebook have built a strong connection with its users that led them to successfully advertise and market other companies through their site. At one point Facebook did not promote or advertise anything through their social media. They were afraid if the connection with the users wasn’t strong enough and not enough members were using the social network, that they might loose trust. Facebook created innovative ways that marketed to companies; advertising didn’t necessarily affect the usability of their site and still retained their users.

    I personally believe the gap in customer experience is due mainly to technology bumps but marketing reluctance also plays a role. We are in a period where everything is online or through social networks and everything is easily available. Companies must adapt to technological advances in order to be effective in reaching its target market so that’s why technology bumps can restrict companies of their full potential. An example of this can be companies that are not registered on Google maps or companies that have not yet created mobile apps for customers. It is much easier to locate a store when you can go on your mobile device and GPS the location through Google maps or Apple maps. Some companies cannot be found through mobile map applications and this can potentially hurt them. I feel the gap between customer experience is greatly affected by technology bumps simply because everyone now owns a smart phone and can easily download any application, this allows companies that are technologically advanced to increase brand awareness.

  61. Yes I am buying into this unique customer experience very part of the CUSTOMER acronym is very important to the success of a mobile app or mobile website capability. I think easy to use is the most important aspect of the customer acronym because I find myself if a products website is not mobile capable and is difficult to navigate threw I get frustrated at the brand itself and look at competitors brands instead. I do not think anything is missing out of the CUSTOMER acronym each point displays exactly what a customer is looking for and expects. Upcoming companies have an opportunity to really stand out from the competition by making their web page a mobile one because most of every shopper is buying and reviewing products on their phone with you having that mobile advantage this will help your brand out greatly I think.
    I think the gap in customer experience is due to market reluctance because I feel we have the technology to make great easy to use mobile websites but companies are reluctant to do it. Companies need to step out of the box get away from the traditional desk top websites and concentrate on mobile web sites. This is something that companies cannot avoid so instead of following other companies in this trend stand out and take the plunge first your company will benefit from it from it the data is there to back it up.

  62. The mobile marketing customer experience gap is due to a combination of both marketing reluctance and technology bump. As the article mentions, many companies have not yet understood that many people are using their mobile devices much more. Companies put much more emphasis on the desktop version of everything they create, when now a day people use their mobile devices 24/7. This shows marketing reluctance, any company that would put just as much time and emphasis on their mobile platforms would be very successful, but there are many things that complicate that such as flash and java plug ins that many mobile devices do not support. Companies have to find a balance to be able to market their things without making it a data overload on the phones. If the ads are too complex it will slow down connections and it will become less user friendly for the customer making it very hard for them to actually have a good experience. If a good balance is found these types of experiences could be executed successfully and customers would have an amazing experience. Apple started putting ads on their applications and they seem to run very smooth. They can easily be viewed or not with a simple screen touch. Mobile devices make peoples lives easier and more efficient. It is much easier to use a phone than a desktop computer for information that is needed in the moment. The sooner the companies realize that mobile platforms are the future of everything, the better they will do with their marketing strategies

  63. I believe that in C-U-S-T-O-M-E-R acronym involves most of the experiences because it includes what a customer will like to receive from mobile websites. I feel that the gap in customer experiences is due to both marketing reluctance and technology bumps. From my perspective, when I need to do research and I am in a space that I can use my laptop I prefer to use it. On the other hand, if I need to take a look at social media, such as, Twitter, Facebook, and Instagram it is more convenient to use my mobile device. Not only that, if I am out and I need to look at a webpage my smartphone is perfect, it will let me open the page fast and show me the information I need.

    Smartphones save us time, and companies that haven’t done their mobile platform are loosing time because mobile versions of their websites will be opening opportunities for the company.

    Smartphones allow us to download apps that are “friendly” and let us find things faster than we thought we could find. Having webpages or apps that are at our fingertips, helps customers to be on track on what is happening.

  64. I am actually buying into the unique customer experience. Personally I love my phone, but I do not use it to the full capacity because of the ease of use of certain apps. Often I find it a waste for some apps to have great capabilities, but do not retain users due to a negative user experience. The rate at which I will use apps will be mostly determined by the quality of my user experience rather than its capabilities. On the C-U-S-T-O-M-E-R acronym, I find apps have made efforts to fulfill convenience, utility increasingly, timeliness, offers, mobility and relevance effectively because it is directly related to their ability to make business. On the other side, the remaining factors tend to be forgotten to the detriment of the user. Showrooming, and ease of use seem to be left out of the main focus.

    Therefore I would blame this phenomenon on marketing reluctance. I think technology capabilities have become endless, but we are failing to notice it on the mobile platform. Some marketers are failing to anticipate what users expect, therefore this gap between what is offered and what is expected exists. I believe that this is due to a reluctance to place themselves in users’ shoes and to listen to what they expect, and to constantly try to adapt. It feels like technology is improving towards greater capabilities, but not towards an easier and more comfortable customer experience.

  65. I truly believe this unique CUSTOMER experience. The era of the desktop market is coming to an end compared to the mobile marketing segmentation. Having a mobile first philosophy to marketing caters to those customer needs that are included in the CUSTOMER acronym. Almost everyone carries their phones on them and has the ability to access them whenever, wherever. The amount of apps and uses a phone has today cannot compare to any other piece of technology we have ever had. Scanning bar codes, searching online, getting emailed tickets and specials to even locating by GPS stores, products and other services is all in an arms reach…well more like a finger. Having an a great ease of use and convenience seem to be two of the most important parts while engaging in mobile marketing. Shopping in a retail store and having your phone gives you the ability to scan a bar code, find the description, price and location of where to buy at other stores. You as the customer now has the advantage. Even if you were sitting at home and online shopping the show room ability lets you get everything you need to know about a product besides actually touching it or trying it on. Even then so you can place your order, pay for it and then simply go and pick it up or have it shipped. Then in the own comfort of your home you get the product, try it and if it doesnt meet your needs you can send it back. This is where mobile marketing has taken off. Giving customers the power to do almost anything at their own discretion.

  66. I am definitely buying into this unique CUSTOMER experience. Being a computer nerd myself, new technology thrills me. I always am using the most out of my technology and now that smartphones are evolving incredibly right before our eyes, so much can be done to make the user experience better. Google is a prime example of revolutionizing the technology era with their latest product: Google Glass. Google Glass is a set of glasses that do things ranging from taking pictures to taking videos to helping a person with a workout. I think there is one experience missing from the C-U-S-T-O-M-E-R acronym. There should be an extra letter for “Interaction,” although I’m not sure how CUSTOMERI would constitute as a word. The human-computer interaction is one of the main selling points and enjoyments of a smart phone. A smartphone should have the best user interface if marketing strategies are going to be maximized. Personally, if I’m using an app and the layout is not fluid and is outdated, I’m most likely going to delete it. I need the experience, as well as the material. I feel this gap in customer experience is due more to marketing reluctance. Sometimes, marketers may not have the best programming team and therefore don’t have the best apps. All the best technology that is out there presently is accessible to programmers, it is just a matter of how much investment they are willing to put into their mobile marketing. Mobile marketing is, without a doubt, the most effective way to market going forward.

  67. C-U-S-T-O-M-E-R includes characteristics that modern clients are waiting to receive from mobile websites; those are the main high points that a person will be waiting to experience. As we move into this new era of technology where everything is fast paced, I would say that creating a mobile website is really important to keep up with the ability of others companies. The selling process have change dramatically, as people are able to track what they want, look at prices, read reviews about the product; the sales person is not there to describe the product or its benefits, but to bring insight and try to complete the sale. I personally have a smartphone and download different applications, mostly for social purpose like Facebook, and others that provide me with advice or a sort of benefit. When I start looking for something in special, I Google the store and the product; if it takes too long to provide me with the information, I would prefer to go to the store and talk to someone, I am pretty sure that I am not the only one and for this reason companies should make an effort to invest in the creation of an online site that will provide information to customers.
    As innovation continues to be developing, I would say that people want to experience more than just the convenience, timeliness or easy to use mobile site. We would like to be able to make our purchases online and just go to the store to pick them up and in order to be able to choose online, we would like to involve other senses, like hearing what the brand have to offer. As stated before people do not like when website take long to show their products or get where we want to go, many of this sites are decreasing their images and links. But this could harm the site as people prefer to look at a video that will tell them everything that is written rather than read.

    Beginning 2014, smart phones reached a shipment of one billion units for the first time, which means that most of the people own a smart phone. Smartphones were very innovative and change our lifestyle, being able to have internet in a mobile device that we could use anywhere and the creation of apps was crucial. SoLoMo can best describe our modern lifestyle; we started going more social by accessing Facebook, twitter, YouTube apps from our phones, located anywhere at any time. After listening to Jamie Turner webinar, we found that people look at their phone 150 times a day and how there was a transformative growth within the social apps after social and mobile merge together. Apps made this transition easier by having to click on one icon and gain access to all the information. After many years of using our smart phones to find addresses, promotions, we develop a need for faster, easier and relevant information. Brands and companies are creating apps that will satisfy the customer’s needs when looking for information about them.

  68. I believe the gap in customer experience is due more to marketing reluctance, but is also caused by technology bumps. Marketers have been using mobile marketing as a second option to desktop internet marketing. Mobile devices are used more frequently than desktop computers due to the fact that they can be taken anywhere with the user. Marketing companies still don’t choose to make mobile friendly advertising and stick to traditional advertising on a computer. These companies are not reaching the maximum amount of customers and this is due to their marketing reluctance. They are unwilling to spend time and money on mobile outlets. Since the times are changing with technology, more and more companies will realize that mobile apps/advertising will bring more notice to their product/service and ultimately more customers. This bring me to technology bumps. It does take more technological capabilities to produce and advertise things on mobile phones. Like the above blog mentioned, “74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site”. Using a mobile device for certain advertisements require up-to-date technology to help the device load properly or even show on the screen properly. Mobile users will most likely get fustrated and close the app/website if it doesn’t load efficiently. Also, in some areas mobile devices work better than in other areas. This may have to do with the network connectivity or service of the device. These are the type of technology bumps that may cause the gap in customer experience.

  69. I feel that the gap is a combination between marketing reluctance and technology bumps. Phones are easier to access than a computer on a regular basis. When it comes to reading documents, or accessing web pages on a phone i find its a lot harder to use/read than on a computer screen. Although, you can access webpages on phones you usually can only view it as a “mobile page” instead of viewing the full webpage. I feel this causes the customer to miss out on things that they would normally see on the regular webpage. Another reason i say its a combination is, because there has been numerous times that i have tried to download a coupon when I’m at the store i need it for, and it takes forever to download, the internet connection can’t be found, or the file is to large to download. Although i believe mobile marketing is a good idea because most people use there phone for everything i think the technology bumps could hurt it. This could cause customers to miss out on advertisements that companies want there customers to see. I would much rather print what i need when I’m at home, than trying to get it to load when I’m at a store. I believe everything revolves around the CUSTOMERS experience, whichever is the easier way for them to access the information is what they will use.

  70. The CUSTOMER experience gap appears to be a marketing reluctance because of the technology bumps. Merchandisers are concerned to fully utilize mobile/smartphone advertising because it appears the technology for this is still developing. For example, the use of beacons inside of stores will provide the full CUSTOMER experience once this technology is fully developed. The article mentions the ongoing problems with Apple and Google (Android software) with the payment system. There is also a problem with the in store beacons as the two operating systems are not fully compatible.
    Once the in store beacon system is fully developed consumers can receive relevant, real time information on products they have recently purchased/ likely to purchase. I believe if you go by/in the store your smartphone will be able to receive timely and relevant (personalized) marketing and advertising offers.
    Currently it appears marketers are afraid to utilize mobile ads in case of web site loading errors. As the article mentioned 45% of consumers will go to a competitor in case of a web site error. Therefore, it appears marketing reluctance towards providing the full CUSTOMER experience works hand-in-hand with the issues technology is facing with the relatively new smartphone technology.

  71. I believe the gap in customer experience is due to both marketing reluctance and technology bumps. For myself, if I need to look at something that has a flash plug-in, the only way I can look at it is on my laptop. This inconvenience, limits things I can do on the road and away from my laptop. With the marketing reluctance, it seems like the simpler the advertising, the more successful and user friendly they want the product to look. I feel like the cut backs in large technological corporations where the marketing sections. From displays to packaging, the visual representation of the product is smaller and simpler. I also believe that tablets will become the next wave of technology. It will replace laptops completely and reduce the amount of cellphone usage as a device for extra data, but as a telephone only.

  72. I believe that this gap between customer services is due to both; a marketing reluctance and a technology bump. As mentioned in the article, companies are not yet coming to the realization that the world is starting to use their mobile friendly phones more than they use their desktop internet. They still are deciding to put the mobile platform behind the desktop platform; this to me shows marketing reluctance. Being in 2014, any company who has not create a mobile version for their website is in trouble. I find myself dazing at my phone even when I have my computer in my possession, and if a web site isn’t loading, I’m going to stray away. Marketers who have taken advantage to using the mobile platform, I’m sure have seen success. Referring back to the article, companies who have a loyalty program and are able to sync it with mobile devices see more transactions day in and day out. As an example, Starbucks syncs their loyalty program along with the mobile platform perfectly. You can walk into a Starbucks, pay on your phone, earn rewards for your purchases, and surf your phone browser with free internet. Any company who is trying to blame the technology bump as an excuse for this gap has no write too. Too many companies are figuring out how to get around the “technology bump” and make things happen for the mobile platform. I believe that the company just has not invested enough time to their mobile platform as they have to the desktop platform. As time goes by, these companies will soon realize that mobile platform needs to be in the drivers seat, and put more effort and time into it. I could see this being an argument working, if and only if, there was a select few companies does so, but there isn’t.

  73. I feel that the gap in customer experience between mobile and desktop marketing is due to several potential reasons. Technology-related issues are likely one issue, as there are costs associated with expanding mobile-ready platforms via applications, perceived lack of demand from mobile sales or lack of understanding of the mobile environment, and perhaps a lack of foresight in understanding the potential opportunity for additional profit streams via mobile.

    The decision to use of mobile marketing should be a situational one, depending on the good or services each company provides, and whether or not their primary demographic consists of a large percent of mobile users. A product that appeals to a large customer base of geriatric elderly people like Depends underwear/adult diapers, for example, wouldn’t seem to be an essential product to market via mobile.

    In other words, the decision not to leverage a mobile platform for marketing may actually be a cost effective strategy in some instances. In other instances, it can be a lost opportunity. In either case, staying up-to-date with new trends and your own company’s needs and target groups is essential to making a sound business decision whether or not mobile marketing is a platform that the company should develop in the short term, or whether it should be evaluated in the future instead.

  74. The Mobile Marketing customer experience gap is a combination of a technology bump and marketing reluctance in my opinion. I believe that with the small size of the phone, the slow speed at times and the inability for the phone to fully process web pages the way a computer does, the consumer does not experience the same comfort of a marketing style as it would be given on a computer as opposed to a phone. Though the phone is easier to access, especially when the consumer is at a store, it is often times harder to view the content needed. Some webpages tend to have more advertisements or software that is note enabled of certain phones (iPhones as opposed to Android), and other’s have so much content that it slows down the connection, and as a result doesn’t fully load the page or fully give the information that is needed to the consumer. If the consumer has difficulty viewing the marketing plan on the phone, it is possibly the consumer will be reluctant to view it again on a phone. However, is he or she is extremely interested, they will view it on a computer screen where the technology bump won’t be as big of an issue.

  75. The rule of supply and demand mandates whether a business is kept afloat or runs itself down to the ground. And the customer decides what product has a high demand and ultimately will make money. I believe that the customer always needs to come first and so should the technology giants. The mobile phones should be user-friendly first and technologically revolutionary second. Large technology corporations are taking advantage of customers’ preferences of using their new “smart” phones for conveniently taking care of actions that would have required a computer a few years ago in order to instill their marketing campaigns all over the mobile phone. The technology companies are somewhat invading the consumer’s own “personal” space within their phone. I believe companies should overlook maximizing products and create more mobile user-friendly websites, interfaces and overall less invasive advertisement. Efficiency should be blended perfectly with user-friendly interfaces to create an amazing experience for the consumer.

  76. Everything revolves around the CUSTOMER experience. The customer determines how a business shall stay afloat because with each individuals purchase, loyalty, and willingness to return provides the business with a source of income to generate gains in order to create more products or services tailored to that customers needs. I do buy into this unique CUSTOMER experience because I would like to have simplicity and convenience when I shop. We live on our devices daily, it has become part of our daily routine and less of a habit. I do not feel there are any experiences missing from the CUSTOMER acronym. The acronym fully defines what customer’s behaviors are going into this new era of mobile utility. We, “the customer” would like the convenience of simplicity at the lowest price made easy to shop when on the go that relates to our needs with ease. The materials we want we can find just about anywhere with a simple search right at our fingertips so the need to go to a retailer to purchase can be out of the question unless the material is needed within minutes. I feel the gaps made in the customer experience would mostly be due to marketing reluctance then technology bumps because the technology is there. Marketers need to commit fully to the new concept of mobility as the new engagement to reach the customer. Mobile friendly websites become far more efficient then normal desktop versions because of the clutter they display on a small screen. If the focus were to change and marketers were to prioritize mobile first and desktop second we would possibly enhance the customers engagement due to the ease of use within the confined display space.

  77. The CUSTOMER experience is relevant to mobile marketing today. Many companies are now making it easier to access their websites by making mobile sites that are not overcrowded and have easy access to their most popular products and most visited pages. The one thing that I would add to the CUSTOMER acronym is Functionality and Toggling. I recommend functionality and toggling in terms of how well the mobile site functions across a variety of mobile platforms and the ease of toggling between the mobile site and the full version site while still using a mobile device. Most mobile sites offer very limited product information and product descriptions. Unless you have done prior research on a product you may need to access the product description or reviews to finalize your purchase decision. When accessing this information from a mobile device, most sites revert back to their desktop site which can cause the user to struggle with small text, fat thumb syndrome, and slow page load times. Companies need to ensure that their mobile site is consistent with the way information is displayed even when the content may be more lengthy and descriptive. Moreover, the gap in customer experience is due more to technology bumps. The marketing relevance for mobile marketing is already established. However, technology bumps with regards to data integrity and people’s financial information is a big issue. With identity theft and compromised corporate data, individuals and companies are hesitant to enter an area where a vulnerability could exist compromising their company’s data integrity and their customers financial information.

    ~Reina Webb

  78. From my opinion with the standpoint of a customer, mobile marketing is an edgy form of marketing only because of what I view mobile technology as. Mobile marketing is a great for the use of making technology that much more convenient. But just because the technology is more convenient/easily accessible doesn’t mean I want marketing ploys tied to it. I think a lot of organizations look like they’re becoming more intrusive when the consumer sees that organizations social marketing content on their main mediums of mobile technology. I think the key to proper mobile marketing trends will be to not have the same marketing experience for each form our mobile device marketing. An example of that would be if I’m on my laptop sending an email I would more likely give more eye time to elaborative marketing verses me checking mail on my cell phone. My cell phone time is where I would be more prone to giving eye time to more short and simple sort of hot deals and something percent off form of marketing. Simply put, as mobile devices make technology more and more convenient, mobile devices should delivered the same way.

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