In this post, I want to introduce some of the thinking behind the ShrinkRay solution. In later posts I'll explain how we help solve some very key business problems facing any enterprise attempting to conduct business over the mobile channel. ShrinkRay's unique approach allows companies to extract significant benefit from mobilisation while avoiding critical pitfalls and unintended side effects with far-reaching implications.
This conversation is best illustrated by looking at how companies have changed their operations to use the internet. What's happened there is happening again as companies attempt to use the mobile channel. The simple fact is some companies succeed while others fail miserably.
The internet age of customer service is well and long advanced. Sophisticated web-based customer service applications are common. Apple, Expedia, Amazon and ING Direct, are good examples. Some readers may point to the near-absence of human contact in the business processes of these companies. So I will state my criteria for suggesting these companies provide great customer service: Customers get what they want, quickly, reliably and accurately with high levels of satisfaction and intuitively understandable interactions.
While we may not agree on what constitutes great customer service in this day and age, its much easier to agree on examples where it is unimaginably bad. We continue to experience poor customer service from leading companies in spite of their ample resources and unfettered access to the needed technology. Among the many reasons for failure, key ones are inability to manage costs and failure to understand how new technology changes the game. ShrinkRay plays a pivotal role in allowing companies to overcome both of these problems.
Many of the ideas expressed in this series of posts are expressed in more detail in a really great Conference Board article: Precision Marketing, Five Ways to Make Better Marketing Investment Decisions by Jennifer Lacks Kaplan and Yakir Siegal. Note: Conference Board membership is required to view this article.
See the next post, The Mobile Channel Part 2 for a continuation of this discussion.
Cheers,
Dave Dingle
Co-Founder, BoomBoat Inc.
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