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Survey: Majority of e-business pros see mobile experience as priority


San Francisco -- Survey results released by online customer experience management software provider Tealeaf and mobile feedback solution-provider OpinionLab found that the majority of e-business and customer experience professionals feel that the mobile experience is as important as that of a fixed website.

In the survey conducted at the Forrester Customer Experience Forum, recently held in New York City, 84% of respondents said that putting a mobile customer experience strategy in place is just as or more important than customer experience for fixed websites.

“With the unprecedented adoption of mobile devices, it’s becoming an increasing priority to optimize the customer experience on that rapidly growing channel,” said Geoff Galat, VP worldwide marketing at Tealeaf.

According to the survey, 87% of participants believe that online customer experience management is more important now than ever before. In fact, 50% view their online customer experience management strategy as a top priority.

In terms of adoption, half of the survey participants are already actively engaged in this discipline -- implementing, executing or measuring a comprehensive online customer experience strategy. The remaining 50% report they are still in the planning and adoption phases.

The top objectives companies have for adopting a CEM strategy this year is to increase customer satisfaction (28%) and to attract new customers (19%). Other priorities include gaining a competitive advantage, increasing sales, retaining customers and gaining insight into customer struggle.

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