Like any technology, application, or channel, mobile service has to be seen to pay its way. Quite apart from the importance of fulfilling customer demand, there are numerous elements to consider when
looking at return on investment:
- Call avoidance due to increased use of self-service, although the difference made to the number of IVR sessions should be considered: customers may simply be swapping one self-service method for another, rather than avoiding expensive live calls.
- Increasing the accuracy of routing by leveraging mobile and customer data means that calls are more likely to go to an agent that can resolve them first-time, impacting positively upon first contact resolution, call transfer rates, average handle time, and customer satisfaction.
- Decreased call handling time in cases where mobile browsing information and other contextual data is passed to an agent, enabling them to reduce effort duplication.
- Improved customer satisfaction and decreased customer effort is likely to lead to improved loyalty, revenue, and customer advocacy.
- Contextual information, such as geographical location, enables greater cross-selling and upselling opportunities based on improved knowledge about the customer and their circumstances.