Every aspect of the purchasing process is moving to mobile. From advertising to research, and now even customer service.
Mobile enables immediacy, and customers always prefer to get an answer now rather than later. Chuck Martin speculates that there are numerous opportunities for companies that do mobile well to win customers from their competitors.
You can see it all over Twitter – people go online to ask for help and solutions from companies. Some companies have apps that track issues or enable interaction with the customer.
Lapses in customer service can blow up quickly, and customers have the means to spread word of their issues in minutes. As more of the purchasing process moves to mobile, customer service has to follow.