Weak mobile customer service is harming customer engagement, according to a recent report by Gartner Inc.
IT leaders will need to innovate in the way they engage customers on all channels and have the metrics to choose the right projects, the firm says.
"Marketing may fill the sales funnel, and the sales department can close a deal, yet it is the overall impression of the enterprise generated by the quality of customer service that differentiates one enterprise from another," Michael Maoz, vice president and distinguished analyst at Gartner, said in a statement.
"Translating this general and departmental customer engagement concept into operational components across the enterprise is transforming the definition of customer service from an isolated function into an enterprise objective delivered across all points where the customer touches’ the business,” Maoz said.
Gartner made several predictions about mobile customer service: By 2017, one third of all customer service interactions will still require the support of a human intermediary; by 2018, five percent of customer service cases will be initiated by Internet-connected devices, up from 0.02 percent in 2014; more than 100 of the 500 largest global businesses will introduce video-based chat by 2018 for customer-facing interactions.
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