Take Advantage of Customers Mobile-First Expectations

Kevin Payne | April 20, 2015

Most of us live on our smartphones, relying on them for communication, information, directions and entertainment. It’s not surprising that Forrester Research projects that by 2017 more than three billion people worldwide will use a mobile device. They’re becoming remote controls for navigating channels.

Not only has this changed how we live, it has changed what people expect from companies they do business with via their smartphones and created a huge opportunity for competitive differentiation: you can attract and keep customers by meeting those expectations. People want the context of their journeys carried across whatever channels they use—phone, web, chat—and they want information quickly.

In a recent article, “Mobile First: The Key to Customer Engagement,” our Chief Marketing Officer, Kathy Juve, outlined what it takes for companies to “be there” for people.

She emphasizes three main points about customer engagement in a mobile-first world. It must be:


Consumers want companies to anticipate their needs and intentions.

Contextually Relevant

People may interact in different channels, but to them all their interactions make up one continuous conversation.


Consumers increasingly expect that companies can offer useful content before they think of it themselves.

Read more of what Kathy has to say downloading her article.