Europe: Winning the European Mobile Consumer: Internal Changes are Critical


Like their counterparts in North America, no single success factor stood out among the 14 we provided. And one issue – getting customer-facing functions to work in unison – finished second as it did in North America. (See Exhibit IV-10.)

However, an issue that North American companies rated fifth in importance topped our chart in Europe: reskilling employees to work quickly and effective with consumers who are interacting with a company through their mobile devices. This issue ranked at the top of the list (3.64 on the scale of 1-5). It underscores the importance of having customer service representatives armed and trained to operate in a world in which consumers demand better service from the touch of their mobile phone or tablet device. Just as in North America, creating a separate unit to focus on mobile consumers was at the bottom of the European list.


Exhibit IV-10: Q21/Europe: Key Success factors in Winning
Over Digital Mobile Consumers (Scale of Importance, 1-5)

Exhibit IV-10: Q21/Europe: Key Success factors in Winning Over Digital Mobile Consumers (Scale of Importance, 1-5)


 

Findings: Europe
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