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Mobile has become an increasingly important channel for brands to interact with their customers, prospects, and partners. As it becomes more important it also becomes more complex. One of the things that makes mobile so unique is the various sub channels through which stake holders initiate engagements with brands via the mobile device including:
- Voice call
- Mobile App
- Mobile Website
- QR code, NFC or another action oriented proximity based technology
Integrating these channels into a more holistic approach can provide brands with a differentiated experience and competitive advantage.
Perhaps the richest of these channels are mobile apps and voice calls. Companies such as Radish Communications are providing technology that combines these two channels to help service organizations create a richer engagement.
Radish Communications has built an innovative solution that integrates a voice call and a mobile app to support service providers in delivering better experience when calling help centers. The service enables customers who call a customer service line the option to launch Radish Communication’s Choiceview app to navigate the voice response menus instead of listening to a long menu tree. Once the app is launched, the call is automatically integrated and users can navigate menus on their screen and reps can assist users to complete tasks.
This integration of mobile apps and voice calling is a good example of future innovation. Emerging technologies such as WebRTC and Cloud RTC platforms are making voice more accessible leading to new innovations in customer engagement. Via APIs to expose their core competency, a multitude of vendors are creating building blocks that better enable new mobile experiences by abstract away complexity. With complex technology more accessible and easier to integrate, the challenge has become determining which building blocks to bring together in a cohesive strategy. Companies that understand their objectives and the tools and services that are available will be better positioned to create a competitive advantage in the mobile channel.
