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January 21, 2013

ICMI Reveals Mobile Customer Service Strategy Results


By Carolyn J Dawson
TMCnet Contributor

The International Customer Management Institute, or ICMI, has unveiled its research report for 2013. The report titled, ‘A Mobile Customer Service Strategy: The Contact Center, the Agent, and the Challenges of Implementation,’ comprises of major findings along with results of the study.


As part of the study, a web-based survey was carried out in the latter half of 2012, and comprised of 422 customer service professionals. The respondents represented numerous industries worldwide and all the different levels of the contact center. The participants were quizzed on their organization’s Mobile Customer Service Strategy.

According to the survey results, the significance of offering mobile customer service straight from the device was acknowledged by contact centers. The contact centers were, however, unable to deploy these services in a foolproof manner. According to the study, contact centers that are already in the planning and maintenance stages of the Mobile Customer Service Strategy will be able to offer the required customer experience.

While the case for mobile customer service is well-developed, a triumphant deployment will be possible only if there is a well-defined plan. A Mobile Customer Service Strategy, if developed in the right manner, will offer long-lasting advantages to the organization, and the contact center. According to the study, contact centers stand to experience major advantages in the future, and not restricted to 2013.

In a statement, Sarah Stealey, Editor-at-Large, ICMI said, "We know that most contact centers share the same challenges when launching a Mobile Customer Service Strategy. That's why these research results are so powerful! They give contact centers the tools to prepare, the outline of the necessary resources for implementation, and the data to secure executive buy-in. Customers are already clamoring for mobile customer service, and now the contact center can build a solid strategy to provide it."

The study corroborated the six major mobile assistance best practices that were earlier acknowledged by ICMI. While 68 percent of the respondents believed that mobile customer service will enhance user experience, 62 percent felt that it was a competitive differentiator. Less than half of the organizations are currently in the planning stages. Only one-fourth of the organizations, however, had a mobile customer service strategy for 2013.

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Edited by Brooke Neuman

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