The Mobile-First Economy Demands Unified Customer Experiences
Winning brands will prioritise generating cross-channel journeys that bring together touchpoints without disrupting customer experiences.
Today, the stakes are high for brands to deliver seamless interactions wherever their customers choose to engage with them. One in three customers will leave a brand they love after just one bad experience. Soaring paid acquisition costs and waning referral traffic from search engines and social networks have only reinforced the need to drive sustained loyalty. Brands can’t afford to waste their already thin acquisition budgets on churning customers.
Unfortunately, there’s a big problem. Research shows that nearly 3 out of every 4 website visits happen on a mobile device. Yet mobile apps and websites are often treated as siloed channels, managed by siloed teams and powered by siloed data. The result? Disconnected and broken experiences across critical brand-owned destinations. It’s frustrating for everyone involved — you, your customers and the developers you rely on to make enhancements.
So, how can customer-facing teams create consistent, personalised experiences across the web and in the app? Read on for strategies to eliminate silos, increase customer lifetime value and drive sustainable business growth.
Show customers you know them with contextually connected content
As more consumers reject blunt promotional marketing, it’s important to create experiences that resonate with your customers and support your objectives — from opt-ins, user registrations, purchases and feature adoption to reviews, survey responses and more. This has become more challenging amid increased digital fragmentation with each channel bringing its own nuances, and often its own view of the customer.
It’s important to create experiences that suit each channel’s unique requirements, while also ensuring that what customers see from you in one place is contextually connected with what they see from you in other places. This can be accomplished by unifying data streams across web and apps — and everywhere in between — and applying those insights to experiences that can be seamlessly embedded into each future interaction. Consider investing in no-code solutions that allow you to overcome your reliance on developers, so you can go beyond messaging and act with speed and agility.
Seamlessly weave together web and app touchpoints with journey orchestration
Marketers and product teams have the same goal: drive customers to take high-value actions that fulfil specific business objectives. However, as consumers engage with brands across a growing number of devices and channels, disjointed and disruptive experiences between apps and websites have become more common.
Winning brands will prioritise generating cross-channel journeys that bring together touchpoints in the app and on the web without disrupting customer experiences — from welcome messaging to purchase flows. Test and optimise continuously to create journeys that tie into your conversion goals and customers’ progression through the lifecycle. Incorporate customer feedback and performance metrics into your strategy to ensure you deliver app and web experiences that not only meet customer expectations, but also accelerate achievement of your business objectives.
Deepen personalisation with zero- and first-party data collection across channels
Data deprecation has forced marketers to retool how they understand their target audience. As customer expectations for immediate, unified brand experiences increase, it’s critical that brands double down on growing owned channels and build a trusted framework for collecting zero- and first-party data.
One way to do this is by creating targeted app and web experiences to collect customer interests, sentiment and preferences. Gathering and unifying insights wherever customers engage with your brand helps you build a more robust customer profile. In turn, you can deliver more personalised experiences and improve segmentation, engagement and loyalty.
Learn how industry leaders overcome the challenges of unifying customer experiences
Watch our recent LinkedIn Live, “From Fragmented to Fluid: How to Reconnect Mobile-First Customer Experience for 2025.” Or contact us today to learn how you can get mobile-first customer experience right with the Airship Experience Platform.
