But how can the mobile channel be leveraged by enterprises for engaging and communicating with end-users and even be a positive-experience enhancer for the latter? When considering what makes B2C communication, especially on mobile, successful - I reckon that the mobile user experience plays a major role. No surprise here, but I still often see advertisers trying to fit “desktop-type” of ads into my smartphone screen or push for tortuous menus and tangled steps to get me to actually perform their desired action. And I am not the only victim, apparently: Mobile Commerce Adoption Trends among Millennials.
In a previous blog post I referred to the mobile instrument as an opportunity for mobile operators to establish a unique channel that combined personalized messaging capabilities (typical of one-to-one channels like email) with broad visibility (typical of top-of-the-funnel channel like display advertising). But the story, and opportunity, is also true for enterprises providing connectivity, such as a Wi-Fi hotspot.
Based on discussions I had with a group of CEMS Master in International Management students from Aalto University on this very topic a few months ago, I put together some ideas to be considered when this exclusive mobile channel is designed.
While one can identify many components that might contribute to a great mobile user experience (UX), many consumers do agree that the relevancy of the communicated info to their needs and the graphical user interface (GUI) possibly are the most important.
On the limited screen area of smart devices, the usability and effective GUI have a considerable importance on the perceived user experience, even more so than on desktop devices. Scholars have examined which factors have the highest effect on the mobile usability and subsequent effect on satisfaction, brand trust and even brand loyalty. They concluded that simplicity and interactivity are the two most significant drivers of smartphone usability:
Simplicity ensures comfortability while using the product and can be subdivided as follows:
- reduction - functions of an application/tool bar are reduced to the essentials
- organization - how the structure and functionalities are logically arranged
- integration - how different components are ordered into a coherent framework, and
- prioritization - one simple main objective that the application serves.
Interactivity creates a sense of fun and enhances engagement as well as performance quality. It consists of:
- perceived control - user confidence in performing required activities
- perceived responsiveness - the application’s ability to respond to user input properly and in a timely manner
- nonverbal information - e.g. pictures, video and other multimedia content and
- perceived personalization.
Perceived personalization is closely linked to relevancy of the content itself. This implies, in fact, that not only the content needs to address user needs but the way the message is formulated must convey that the received information is personally relevant (for example, informing a shopper connected to a mall WiFi hotspot about a sale in a specfic store or a restaurant happy hour starting in 10 minutes).
Consumer frustration with mobile communication from enterprises occurs when “targeted” content is just not relevant (Nokia Acquisition and Retention study 2016).
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