What is mobile customer engagement? (And why you should care.)

I recently kicked off a new series of blog posts about weighty changes in the sales landscape. Customers want greater access to better information. Salespeople can’t keep up with how that changes the way they need to interact with customers.

The meteoric rise in mobile device use means customers can access information they never had before – product rankings, user reviews, competitor pricing – regardless of where they are. The result is a more empowered customer with a lower tolerance for poorly informed salespeople.

The evolution of sales and marketing has always followed a clear pattern. First, something new and disruptive happens. Then, marketing and sales people develop new ways to find prospects and to interact with them in ways that drives them to become buyers.

The rise in mobile device use by customers has clearly been disruptive. However, the development of mobile customer engagement tools is just starting to emerge. For all the hype mobile is getting, the adoption rate on customer engagement is lagging behind.

Whether you’re a Fortune 500 company or solo entrepreneur, you’re likely facing the same issue: How to keep pace with the needs of customers while creating stronger, more profitable relationships.

My advice is to look at mobile customer engagement. But, before we get deep into the technology, here’s my definition of mobile customer engagement as it’s emerging today.

What is mobile customer engagement?
    - It’s about interacting with individuals in a highly personalized, customized way.
    - It’s about enabling your team to be “concierges of information” in an increasingly noisy world.
    - It’s about eliminating response times, empowering your team to interact with customers when the opportunity strikes.
    - It’s about using technology to stay ahead of the curve.

You might be asking, “Why should I care?”

The answer is simple. The most successful salespeople act on their customer’s needs at the time it matters. They don’t take hours to email a manual. They have the latest product information. They build personal relationships. They aren’t caught off-guard.

Remember, it was only ten years ago that consumers hesitated to shop online. Today, customers are ready to embrace mobile. The sales and marketing teams are the ones lagging behind.

To bring value to each relationship, salespeople must overcome the barriers to interacting with customers in a way that’s timely, focused and valuable. At the end of the day, technology – specifically mobile customer engagement – can empower your sales team to achieve the kind of customer relationships you’ve always wanted.