As smartphones reach saturation point in developing markets and make up a significant part of phone ownership in developing nations, customers are demanding an entirely different way of engaging with brands, writes NIRMAL NAIR of Clickatell.
The seismic shift towards mobile requires an equally bold response from organizations which hope to remain relevant.
Most companies spend time examining how younger customers are communicating. But the future-forward company should also be looking further down the line when planning on how to engage with their customers.
According to the 2016 Meeker report, the newly-dubbed Generation Z (ages 1-20) are bringing their new communications demands to the table. Generation Z is comfortable with as many as five concurrent screens, as opposed to so-called Millennials, who she says opts for two.
It’s clear each generation is spending more and more time on their mobile phone. Finding ways to allow for customer engagement over this medium should, therefore, be the number one priority for companies who hope to survive the next decade.
While South Africa is still suffering a digital divide, the growth rate in mobile internet usage is heartening.
According to World Wide Worx research, 14-million South Africans are using Facebook, with 12-million using it on their phones.
The majority of South Africa’s adult population owns a phone, with smartphones taking the lion’s share – more than 28-million are now in use in this country.
Instant messaging platforms such as WhatsApp, Facebook Messenger and BBM remain among the most popular internet activity for mobile users, driven largely by the youth, who tend to have higher usage, but remaining consistently high throughout all age groups.
So, if our customers are so reliant on their mobile phones – not only to access information, but as their primary means of communication – and, we can see that this will only grow over time as Generation Z become active consumers – should organisations not have already moved on from designing for mobile-first as a means to engage with their customer?
It seems abundantly clear that the next step in the evolution of communications should be a bold move towards mobile-always.
Companies need to respond to mobile moments
Mobile moments are a hot topic amongst marketers and technology heads alike. Research house Forrester has defined mobile moments as “points in time and space when people pull out their devices to get what they want in an immediate context”. And the company is advising clients that they are hugely important.
The complexity of ensuring your customer is able to access what they are looking for on their mobile phones is far bigger than most companies believe.
Many organisations have allowed their customers to use mobile chat facilities as a primary means of engagement. And this is a useful first step. However, while chat facilities may already deliver faster service results from contact centres (agents can manage at least 5 or 6 simultaneous chat sessions), it still misses the real tech opportunities which are available.
In October this year, Gartner’s Darryl Plummer predicted that, by 2020, the average person will have more daily conversations with bots than with their significant other. He said that with the rise of artificial intelligence (AI) and other conversational interfaces, we are more likely to interact with a bot and not even know it, than ever before.
The company also sees AI and bots taking over a significant amount of the day-to-day customer queries which face call centres.
Call centres have already started to adopt this technology to provide better customer service, increase call volumes and control costs. They see bots taking on more complex tasks, receiving inputs from more sources and at a higher rate than a human team could.
The third piece of the puzzle lies in workflow
With mobile chat, smart machine, AI and bot interventions, companies are well underway to reaching the goal of real customer delight. However, when workflow cards are added to the offering, we truly hit the efficiency trifecta.
So much of our business offerings could be handled by applications which automate and streamline day-to-day transactions. Enabling these in the chat stream puts the customer in control of how they engage with a company. Examples of transactions would include appointments, invoicing, selecting products or features, cost estimations, downloading collateral and completing a purchase.
By combining the efficiencies offered by chat facilities, smart machines, AI and bots, along with the efficacy of automating workflow into the core of the offering, companies can truly embrace the opportunity of mobile moments – a service offering which is designed with the needs of the customer first. More importantly, a holistic offering which has been crafted with a mobile-always ethos ensures organisations are taking care of immediate customer needs as well as future-proofing their offerings as new generations join the customer ranks.
Now download a bank account
Absa has introduced an end-to-end account opening for new customers, through the Absa Banking App, which can be downloaded from the Android and Apple app stores. This follows the launch of the world first ChatBanking on WhatsApp service.
This “download your account” feature enables new customers to Absa, to open a Cheque account, order their card and start transacting on the Absa Banking App, all within minutes, from anywhere and at any time, by downloading it from the App stores.
“Overall, this new capability is not only expected to enhance the customer’s digital experience, but we expect to leverage this in our branches, bringing digital experiences to the branch environment and making it easier for our customers to join and bank with us regardless of where they may be,” says Aupa Monyatsi, Managing Executive for Virtual Channels at Absa Retail & Business Banking.
“With this innovation comes the need to ensure that the security of our customers is at the heart of our digital experience, this is why the digital onboarding experience for this feature includes a high-quality facial matching check with the Department of Home Affairs to verify the customer’s identity, ensuring that we have the most up to date information of our clients. Security is supremely important for us.”
The new version of the Absa Banking App is now available in the Apple and Android App stores, and anyone with a South African ID can become an Absa customer, by following these simple steps:
- Download the Absa App
- Choose the account you would like to open
- Tell us who you are
- To keep you safe, we will verify your cell phone number
- Take a selfie, and we will do facial matching with the Department of Home Affairs to confirm you are who you say you are
- Tell us where you live
- Let us know what you do for a living and your income
- Click Apply.
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.