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The Rise of Smart and Connected Mobile Interactions

The proliferation of smart devices and mobile apps will give rise to a more sophisticated and interactive customer service experience over the next four years, according to the latest market study by Ovum.

With more than half of inbound customer service calls in key countries expected to be made from a mobile device by 2016, and 30 percent of these from smartphones, Ovum analysts warn business leaders to rethink their customer services strategies.

"The rise of smart devices and the incessant focus on customer loyalty has created the proverbial perfect storm for enterprises that want to reinvent the customer experience around smartphones and tablets," says Daniel Hong, lead analyst at Ovum.

Ovum expects a dramatic shift in customer engagement as more consumers use mobile apps as their primary gateway to customer service. When you take into account the multiple pathways supported via the smart device and combine those with context relay then you have a game changer in the industry.

Ovum calls this phenomenon Smart, Connected Interactions (SCI).

Although enabling employee mobility is clearly a key initiative in many organizations today, Ovum's research reveals that the biggest challenge to the rapid implementation of SCI is for customer care teams to collaborate effectively with other areas of the business, especially those that own the mobile strategy.

"Successful mobile care demands that an enterprise be speedy, flexible, and adaptive. Companies that streamline their decision-making are already starting to gain edge in customer engagement as this transition continues," explains Keith Dawson, principal analyst at Ovum.

To help enterprises understand the key dimensions along which they should expect to progress their mobile strategy, as well as definitions, benefits, and costs that define each phase of development, Ovum has developed an SCI maturity model.

Ovum believes investments that will allow enterprises to advance across the major domains of the SCI maturity model are driven by organizational priorities, budget availability, and technology and process-readiness.

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