Econsultancy’s “Reducing Customer Struggle” report is looking into the matter of user experiences. The report looks in detail at businesses’ understanding of customer experiences across channels, in particular the mobile user experience. Mobile channels have become increasingly important and businesses in tourism have invested into mobile channels. Those tourism organisations that have not invested yet, are certainly looking into mobile as essential channels of investment. Traffic through mobile devices is further on the rise, making it important for businesses to optimise for mobile (Econsultancy).
The mobile revolution is ongoing, with more and more consumers using their mobile for searches and the mobile web. In 2012, there were more than 6.8billion mobile subscriptions worldwide. Consumers are becoming increasingly used to using mobile devices as an integral part of their lives. This also means that the overall expectations continue to grow.
Consumers expect businesses and destinations in tourism to have a mobile website that is very easy to access and works perfectly. On top of that, consumers also want to use mobile apps that deliver great user experiences. The expectations are very high but a lot of organizations cannot deliver and keep up. Therefore, organizations need to be clear about investing time into ensuring the mobile user experience can deliver and consumers are happy using the mobile channel.
As with any channel, tourism businesses and destinations are continue to struggle with customer experience challenges. With mobile being such an important channel, it is absolutely crucial to ensure that consumers can make use of this channels when accessing an organisations’ website but also use the channel the best way. The mobile user experience is therefore very important and needs to be understood. Any challenges need to be addressed immediately in order to improve the overall mobile user experience.
With only one chance to get mobile right, tourism organizations might miss out on business or even loose consumers if the mobile experience does not deliver! Businesses need to have a profound understanding of the digital customer experience and different customer behaviour along the purchase journey.
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