A recent telephone survey conducted by Braun Research on behalf of Bank of America provided a rather candid look at how our mobile phones have become an indispensable companion and personal assistant for most Americans. When asked to rank their mobile devices importance in their daily life, the survey respondents ranked their mobile phone as equally important as their car or (gulp), even their deodorant! Among the Millennials surveyed, 96% said that their mobile phone was THE MOST IMPORTANT part of their daily life, ahead of such basic hygiene tasks as brushing their teeth and deodorant.
While these statistics are shocking (and quite possibly, smelly!), they do shed light on the changing expectations for customer service. This same survey provided evidence that HOW customers are interacting with banks is changing, and rapidly! Bank branches with ATMs and Drive Through Windows are quickly becoming less important, as online and mobile banking applications become more widely used. According to the survey, only 23% of the respondents conduct the majority of their banking transactions through a branch versus 47% conducting the majority of transactions online or through their mobile device.
The picture in this tweet provides a humorous illustration of how mobile technology has changed over the past 3 decades. Our mobile phone has evolved from the need to talk “on the go”, to rapidly becoming an indispensable companion, as confirmed within this telephone survey. When it comes to the options we provide to our customers for interacting with us, are we considering the options we can provide through their mobile device? Or, are we still under the outdated assumption when it comes to our mobile strategy that “smaller is better”? If so, what impact does that assumption have on your overall Customer Experience?