A lot of hype is in the news these days regarding the future of wireless Internet access and the proliferation of emerging mobile targeting technology that allows companies to send marketing offers to individuals based on their geographic location, though most of it is still vaporware. However, before widespread consumer adoption occurs the fundamental technical elements must be finalized and standards established. In order to deliver real value with wireless devices, companies must better understand how customers want to interact with their wireless devices and what benefits they want to receive from them. It is a mistake to assume that the customer s experience with mobile devices will simply mimic a scaled-down version of the traditional Internet experience provided by desktop computers.
Wireless devices provide the value of mobility, convenience and instant access.
However, this will be a gradual evolution, not an overnight transformation. The opportunities for those who get it right are huge, but so are the risks. For this reason, most companies today are taking a cautiously optimistic approach to their m-commerce efforts, making small investments and conducting test trials before jumping in headfirst. Upon examining the complete customer experience cycle, from awareness to purchase to repeat purchase, and the associated customer interaction opportunities, it becomes clear that customer service and other business processes present numerous customer interaction and loyalty building opportunities. Let us first address the customer service function, as the impact of improving the customer s experience is more directly apparent in this function.