Delighting the Customer Via Mobile Media
Customer relationships are best managed via the mobile phone, according to Gary Schwartz, president, Impact Mobile. “The mobile phone can be a visual display for your plastic card,” said Schwartz. “The plastic card is becoming interactive by being tethered to a mobile phone number.”
According to Schwartz, prepaid folks should be using SMS texting to provide balances, send offers to retail stores, fulfill top-up, and really almost anything. “A consumer’s one-to-one relationship with service providers and retailers creates a much heightened experience,” said Schwartz. ”Mobile is the simplest channel for the greatest reach to the shopper.”
Schwartz thinks that apps are too complicated and that customers prefer utilities that use no more than one click. “Engage the shopper at the prepaid mall and get him to register his mobile phone number,” said Schwartz. “Now you have access to the consumer and can both delight and upsell.”
Whatever distribution channel is utilized, the more streamlined the delivery process, the better the customer experience. Best practices in customer service feature a robust system that includes low-cost, self-service options accessed by the Internet or mobile phone, and processes that are very responsive to customer inquiries and complaints.
That’s how you keep prepaid customers happy.
http://www.prepaid-press.com/wordpress/?page_id=4405
About Gary Schwartz
Over the past ten years, Gary Schwartz has played a leadership role in the mobile industry. Gary is the CEO of Impact Mobile, Inc., Chair of MEF North America and is the author of "THE IMPULSE ECONOMY" published by Published by Simon & Schuster, Aria Imprint.
Twitter @impulseeconomy
In 2002, Gary ran the first cross-carrier short code campaign in North America. In 2006, Gary founded the mobile committee for the Interactive Advertising Bureau (www.iab.net) and has worked to publish literature such as the Mobile Buyer's Guide helping extend the digital buy into mobile (for which he received an IAB award for industry excellence in 2009).
Additionally, in 2007, Gary started work to help establish a joint task force between the Mobile Marketing Association (MMA) and the IAB with the aid of the Media Rating Council (MRC) to develop global, auditable mobile measurement standards.
In 2010, Gary was elected as the Chair of MEF North America (www.m-e-f.org) with a remit to develop a mobile commerce practice to service brands, retailers and content owners (for which he received a MEF award for industry excellence). In 2011, in partnership with MEF and a number of industry groups including the X9 security standards body, Gary is working to develop m-commerce security and privacy guidelines.
Gary is the recipient of the Macromedia People Choice Award as well as the Dodge Foundation award for innovation. Gary is an Asia and Japan Foundation Fellow.
