[Estimated read time: 4 minutes]

It’s Friday morning and you’re headed to your favorite coffee shop to celebrate another work week in the books. You pull out your phone and open the app to order ahead because, waiting in line? In 2018? That’s laughable. But then you remember that your credit card expired and you haven’t switched your payment info inside the app.

The app isn’t letting you update your information and they direct you to call a 1-800 number, so you decide to skip the coffee shop altogether and settle for the office brew. You probably don’t update your information or go back to that coffee shop for months. This is a common occurrence and it happens because mobile apps lack a key ingredient: effective customer service.

The amount of money brands are spending to develop these mobile apps is up for debate, but an Enterprise Mobility Exchange survey showed that 67% of enterprises budget more than $250,000 for their mobile solutions. And of that, 25% are budgeting more than $1.5 million! For that kind of money, brands can’t afford to forget quality in-app support.

If your company is focusing on the mobile customer experience (which you should be!), we’re here to help with six ways to deliver effective in-app support for customers on the go.

1. Make it easy to find

If customers are using your mobile app, they are likely on the go. That means they don’t have time or the patience to call your 1-800 support number. If you have effective service, the customers need to be able to find it! So make sure it is a key feature when thinking about the design of your app.

2. Use mobile self-service

The support aspect of your mobile app should offer self-service functionality to allow your customers to easily find the answers they want, in their own words, without having to navigate through any tedious forms. Today’s consumers prefer to first search for help on their own, and self-service takes care of the most common and repetitive questions. This frees up your contact center agents to handle the most pressing or complex customer requests.

3. Streamline the experience

In any mobile interaction, time is of the essence. If a customer isn’t able to find the answer they want in a timely manner, it’s likely they will abandon your app altogether. To prevent this from happening, streamline the experience by displaying the most common questions or offering auto-complete suggestions as they type their questions. Mobile users expect these types of low-effort interactions, so this will help create the best service experience.

4. Leverage existing content

Get your in-app support up and running in no time by utilizing the content your company has already worked hard to create. Look for a mobile customer service solution that can draw content from your existing knowledgebase, internal documents, important business systems, and approved external sources to form the most accurate answer. If you want to take it a step further, select a knowledge management provider that features a guided authoring tool that will identify gaps in the knowledgebase and opportunities to create missing content that customers are searching for.

5. Provide a consistent experience

The last thing you want is for your customers to receive different answers on your app than they would if they spoke to a live customer service agent. Keeping the experience consistent across every channel is key to differentiating your brand as a customer-first organization. Acheive this by utilizing the same CRM and knowledgebase across your app, your contact center, and your website to support every customer interaction.

6. Make escalation smarter

No matter how good your in-app service may be, there will always be instances where a customer needs to speak with a live agent. Make this possible with seamless escalation without forcing the customer to switch channels or devices. Use intelligent escalation that captures the full context of the interaction, what question the customer was asking, what product/service they need help with, and passes that information to the agent. This will save your customers the need to repeat themselves, which will go a long way in the overall experience you provide.

How Astute Helps

Power your mobile app or popular messaging channels with customer support from Astute’s virtual agents. Our knowledge management system and conversational service chatbot pull from multiple knowledge sources to create a personalized, tailored response for every individual. Our platform creates interactive service experiences regardless of channel through conversational, two-way dialogue. If the customer requires a live agent, smart escalation can be triggered by the software or at the customer’s request, passing the context to an agent in a seamless transition for the best experience.

See how Astute can revolutionize your mobile experience.

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