Gartner Research

Use Mobile to Connect Your Customer Experience Across Channels

Published: 22 August 2018

ID: G00357763

Analyst(s): Mike McGuire

Summary

Mobile is a critical component of customer experience strategies. Marketing leaders can use this research to identify and incorporate the foundational elements needed for mobile to make a compelling contribution to improved customer experiences.

Table Of Contents
  • Key Challenges
  • Recommendations

Introduction

Analysis

  • A Mature Mobile Marketing Strategy Enables CX Leaders to Serve Customers and Prospects Across All Channels and Devices
  • Keep the Path to Purchase and Re-engagement Open Along the Customer Journey — Get and Maintain the Opt-In and Always Be Available
  • Move Customers Along the Journey by Using Analytics and Qualitative Methods to Identify the Next-Best Action
  • Develop Customer Profiles With Clear Mobile Preferences — A Mobile-Aware Customer Experience Will Depend on It

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