As anyone who works with technology knows, the best solutions—even when designed and implemented perfectly—are prone to face challenges at some point. Mobile technology, by its nature, is bound to fail or be misunderstood by some of its users (like any other technology). And when this happens, the longevity of a mobile solution relies on a solid support infrastructure that is consistent and predictable.
First and foremost, we need to bring a mobile mindset when developing and executing our support strategy. Regardless of the size or the scope of the mobile engagement, a mobile mindset should apply to all facets of user interactions and must be embraced by everyone involved, from developers to leadership. The dedicated support teams may do the heavy lifting, but each member of the overall project team contributes to the support function in some shape or form.
Here are three reasons why exceptional user support is key to success with mobile.
1. Forget the sexy apps … support is what users remember
Business users depend on technology, such as mobile, to do their jobs. In many cases, they access mobile solutions on the go and with less time to spare. It goes without saying that if users can’t use the app or access the system for whatever reason, it’s a show stopper and of no use to them. However, sometimes the issues may be less black and white and more complicated or involved to troubleshoot (and sometimes not possible to reproduce).
You may not be able to resolve all of the issues on the spot or after the first contact—and in some cases, this is completely expected. But people will always remember if your customer service was exceptional or simply terrible. When I think of mobile solutions, I think of mobile passion first—regardless of one’s role, responsibility, and title. A mobile passion requires tenacity to drive forward despite the challenges we face or the resources available to us in a mobile project or engagement.
2. User support is a reflection of your team or organization
Often users associate exceptional customer service or user support experiences with exceptional products, despite the flaws that may be present with your mobile solutions. Think for a moment how this plays out in your personal lives. If you have bad customer service with a company you’re more likely to draw negative conclusions about that business.
We need to remember that the individuals who are handling the user support cases are not just troubleshooting a technical issue but are more importantly representing your entire team—and ultimately playing a key role to the success of your solution. I often observe a more laid-back attitude when user support or customer service is discussed in the context of internal projects. It doesn’t matter if your customers are internal or external facing, exceptional support should be your key differentiator.
3. Mobile empathy brings focus on users
We can’t discuss exceptional mobile user support or customer service unless we consider mobile empathy. I often refer to it as the “empathy principle” in design thinking, a practice that involves opening up our nerve endings, so to speak, and increasing our awareness, so we can feel what the mobile journey looks like from our users’ perspective.
However, we can’t do that from behind a desk. Getting closer to mobile users is the only way. We need to be right in the trenches, working or suffering side by side with them in the same environment and under the same conditions. I see mobile empathy as a prerequisite for customer-centric mobile products and solutions. It demands that our users (our customers) become the focal point of our design and execution, which includes support.
Providing exceptional user support and customer experience starts with executive leadership. Technical know-how alone will guarantee neither successful outcome nor adoption of the mobile solutions.
When we think of user support, we must think about talent that will breed success. Taking a holistic view, we need to consider competences that can impact the end-to-end mobile user experience that aren’t strictly technical or business related. In addition to soft skills, such as critical thinking or communication, we must also seek mobile passion, curiosity, and empathy.
If mobile solutions are going to enable organizations to drive growth and profitability, our team’s talent, ingenuity and dedication are what will make a difference.
What other reasons do you see that exceptional user support plays a key role in success with mobile solutions?
By Kaan Turnali, EPM Channel Contributor, from: http://turnali.com/blog/3-reasons-why-exceptional-user-support-is-key-to-success-with-mobile/
As Global Senior Director, Business Intelligence (BI), for SAP’s Global Customer Operations (GCO) Reporting & Analytics Platform, Kaan Turnali is responsible for the development, oversight, and execution of strategy for the BI platform across GCO’s worldwide user base. Prior to joining SAP in 2006, he worked as a senior BI consultant specializing in strategy, design, and development of enterprise BI solutions for SMEs and Fortune 500 companies. His background and experience in the integration of business and technology span over two decades. He is also an adjunct professor, teaching BI in the doctor of business administration program at Wilmington University. See Kaan’s articles on EPM Channel here.