Today, we do not go online. We live online. Even when we do not use the smartphone, it lies there in our pocket, ready to get into action. This simple fact implies the radical change of our behaviors, as human beings and customers.
The customer experience is always also a mobile experience. One would be led to believe that such a revolution has influenced the way businesses operate, yet most of the times it is not so.
Many companies, in fact, still lack the vision needed to embark on the journey of the digital transformation properly. All too often mobile is seen as an afterthought rather than the cornerstone of the customer experience.
This approach is common to those organizations that are accustomed to conducting the “business as usual” and not for the future, to quote Brian Solis. They walk through the fog without landmarks on the horizon.
When you choose not to evolve, you think you can still market your products and Brand the way you used to. The truth is they cannot survive for long if they keep thinking and acting this way. Something disruptive happened along the way. The mobile disruption happened.
The traditional business patterns inevitably lead to a disconnected and inconsistent experience across the customer journey. You will end up showing different identities online and offline, making the relationship with your Brand a nightmare for customers.
What happens on your digital properties should have the same level of priority with respect to what happens elsewhere (namely, in your physical store). And yet, the mobile experience is still too overlooked.