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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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3.6 Mobile Customer Service, CRM & Ancillary Revenue Genera�on
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How mobile can and is revolu�onising customer service:
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Mobile can impact customer service in a number of very interes�ng ways, all linked to providing
the travel consumer, whether they are corporate or leisure, with the right informa�on at the right
�me while taking account of the right context and of course the loca�on of the traveller. The ability
to use the mobile device as an intelligent concierge service to guide, assist, support and sell to the
traveller as they move through the travel buying cycle is very powerful.
A solu�ons approach to mone�sing great customer service via mobile and genera�ng ancillary
revenue:

Mobile Travel Solu�ons
– by Jeroen van Velzen,
The Sound of Data
Do you want to mone�se mobile?
Mobile adds a lot of features to digital communica�on because of the simple combina�on
of personalisa�on and relevance. The mobile device is being perceived as an extension of
one’s personality (as indicated by; the handset model, the phone type, the ringtone, the
wallpaper, the applica�ons) and therefore truly personal.
More than with any other medium, with mobile it is vital that the sender visualises the
process that occurs when someone receives a message. This has everything to do with
the interrup�ve character of mobile messaging. If you receive a text message, in 9 out of
10 situa�ons you will stop whatever you were doing and you will read the message. The
nega�ve impact of receiving a message that was not worth interrup�ng whatever the
recipient was doing can be very distrac�ng and frustra�ng for the recipient.
The best analogy of mobile push communica�ons is to imagine yourself entering the living
room of your customer while he’s having dinner (please put the inherent strangeness of
this aside). At this point, stop and ask yourself this ques�on? Is what you want to say to him
while he is enjoying a delicious steak or vegetable soup worth interrup�ng his dinner over?
One might think that this only accounts for ‘push’ messaging but experience shows that the
same accounts for pull messaging. The limited s�ckiness of your customer interfacing with
your mobile website or applica�on is even more cri�cal than with ‘plain’ Internet. It has to
be right the very first �me. How do you get it right then?
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