Latin American companies didn’t vary significantly in the importance they attached to the 14 factors that contribute to success with digital mobile consumers. On our scale of 1-5, their answers ranged from an average 3.73 (for “managing cannibalization in our channels”) to 4.19 (“enabling consumers to do everything they want to do with our company through their mobile device”). (See Exhibit VI-14.)
The most highly rated success factor suggests that Latin American companies are thinking broadly – not narrowly — about how they could do business with consumers and their mobile devices. The fact that they already do a high percentage of sales, marketing and service interactions through consumers’ mobile devices shows that they are already highly “mobile-friendly” businesses.
The second most important factor – getting their consumer-facing functions of marketing, sales, service, etc. to work together on behalf of mobile consumers – suggests these companies are aware of the strong need for cross-functional collaboration. Without it, many departments in a company can create mobile apps that wind up competing with each other.
Connecting mobile data to enterprise systems was rated third highest in importance. Data on inventory (ERP), customers (CRM) and where orders are in the supply chain (SCM) are in such enterprise systems. Unless a company connects its mobile systems to its enterprise systems, it will have a hard time letting customers know such things as whether a product is in stock, where it is in the delivery chain, and which customers deserve the red-carpet treatment.
Exhibit VI-14: Q21/Latin America: Key Success Factors in Winning Over Digital Mobile Consumers (Scale of Importance, 1-5)
Findings: Latin America