Numerous challenges confront companies that want to respond effectively and cost-efficiently to consumers who increasingly use mobile devices to transact business. Therefore, we wanted to know which elements in responding effectively and efficiently to the digital mobile consumer were considered the most important. We constructed a list of 14 factors that we had heard repeatedly in our interviews. On a scale of 1-5 (1=not at all important, 5= of highest importance), we asked survey respondents to grade these 14 success factors. To be sure, they aren’t the only factors. But they were enough to give us an understanding of what factors are more important than others.
What did we find? First, not one success factor stands much higher than all the others. (See Exhibit III-14.) The average scores were all between 3 and 4 on our scale of 1 to 5. However, the three highest-rated factors were these:
- Developing mobile applications that are both useful and easy to use for consumers
- Getting the business functions that “touch” consumers – especially marketing, sales and service – to work in a unified way on mobile initiatives
- Making sure the company’s mobile apps or mobile-optimized web pages appear prominently in local search results. That is, when consumers enter a term into a search engine such as Google or Bing, does a company’s mobile app or mobile web pages appear near or at the top of search results?
Exhibit III-14: Q21/North America: Key Success Factors in
Winning Over Digital Mobile Consumers (Scale of Importance, 15)
Findings: North America