We asked a similar question of respondents to determine who was driving their sales force’s and customer service center’s strategy for dealing with consumers who possess mobile devices. This has become an especially big issue in retailers, whose in-store salespeople increasingly watch consumers walk in and use their stores to “showroom” – i.e., to touch and feel a product that they might later purchase online with another retailer.
In the majority of organizations, a business function other than IT is taking the lead in determining the sales department’s mobile strategy – more often sales in North America, Europe and Latin America than another business function. (See Exhibit II-3.) But the marketing department was typically playing a strong role, too. And the IT function here too was a key internal business partner, with 35% of the companies in Europe and Asia-Pacific saying that IT was leading the way in helping the sales function determine its consumer mobile strategy.
Exhibit II-3: Q7/Global: Which Department Takes the Lead in Determining
How Salespeople Use Digital Mobile Devices to Sell Products?
And what about customer service? Who’s helping the call center figure how to deal with consumers who are increasing calling from the mobile devices – or texting, emailing and other using mobile apps to log in product problems, ask for help, or deal with other post-purchase issues? (See Exhibit II-4.)
Again, the consumer-facing functions of customer service, marketing and sales were typically in the lead for customer service’s response. In fact, customer service itself was most frequently cited as taking the lead for mobile consumer strategy (as it affects the call center) out of all the business functions. But the IT department in all four regions was also frequently playing a strong role.
Exhibit II-4: Q8/Global: Which Department Takes the Lead in Determining How
Customer Service Reps Use Digital Mobile Devices to Help Consumers?
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Findings: All Regions