Building customer relationships with mobile technology

30 Sep 2011

Mobile technology is transforming the way that companies interact with consumers by allowing them to be more efficient, responsive and accessible than ever before. In this way companies that leverage mobile technologies can get closer to their customers and enjoy significant competitive advantage.

Where both company and customer interact to exchange information or transact, the mobile channel is becoming critical for companies trying to build long-lasting customer relationships.

Internet usage in South Africa has soared, creating a wealth of new opportunities for companies to interact with their customers using the mobile channel. According to the Mobility 2011 study by World Wide Worx, 39% of urban South Africans and 27% of rural users are now browsing the internet on their phones.

Use of transactional services is increasing

The research also reveals that usage of transactional services is increasing, with half of respondents buying airtime, 24% paying accounts, and 17% transferring funds between accounts using their mobile phones.

This means that there is a golden opportunity to interact and transact electronically with customers who have a smartphone, but not an internet-connected PC. Companies can make life easier for their customers by offering them services such as mobile commerce and mobile banking on a device they take with them wherever they go.