With so many devices becoming ‘smart’ and trends such as the Internet-of-Things and constant use of mobile phones on the rise, a marketing research assignment was taken up by Vanson Bourne to study mobile engagement. Some interesting observations were made post this study. First of all, it was realized that customers are constantly seeking support regarding technical or purchase issues yet the existing CRM mechanisms are being unable to cope with this massive surge. Brands are losing their customers due to inefficient rate or quality of response to customer queries. More than ninety percent of respondents confirmed that they prefer a human on the other end of interactions rather than chat bots. It was also found out that due to the plethora of choices that people these days possess, even a single adverse experience can prove to be fatal for any brand. In fact around six-sevenths of those polled confirmed that they are likely to move on from the brand with any such experience.


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