This post is the last in a series of articles about mobile marketing, tracing the steps from awareness-to-retention or the more encompassing post-purchasing relationship management. Post-purchasing relationship management includes strategies to keep customers and leverage the relationship for additional information and revenue opportunities (the cross-sell, up-sell, etc.)
The two significant mobile app marketplaces to date demonstrate a successful deployment of a customer feedback initiative which benefits both customers and businesses alike. Using mobile to solicit feedback about particular aspects of the relationship, design, sales, order processing, product quality, dispute resolution, should be an essential part of the mobile experience.
The emergence of tablet devices gives companies an opportunity to provide rich content in cross and up-selling efforts. Whitepapers, videos, and relevant third party links are a few easy options requiring little adaptation as compared to smaller mobile phone screens. Video or other file sharing options between mobile, tableting, and traditional PC devices need to be seamless and intuitive. Helping ideas flow from person-to-person and device-to-device can accelerate the customer lifecycle and improve the experience.

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