Deloitte recently completed a survey that found that on average people in the United States check their mobile devices 46 times per day. This is not just millennials. Deloitte’s research is based on people across all age groups. If there’s 185 million smart phone users in the United States and each are looking at their phone an average of 46 times per day, that’s 8 billion times per day collectively.

Americans look at their mobile devices 8 billion times per day.

For most of us, it’s hard to imagine life without a smartphone. The life-changing device has allowed us to manage all aspects of our personal and professional lives. And device obsession is only growing.

According to that same survey by Deloitte:

  • 70% own smartphones
  • 51% own tablets
  • 14% own wearables
  • 9% own all three

mobile device obsession magnifies_four51

This transformation is revolutionizing your customers’ expectations for how they buy from you. If your direct customers can buy your products through their mobile device, the retailers that sell those same products should be able to replenish their stock on a mobile device, too.

Think about it this way. If you took a look at a day-in-the-life of one of your customers, what are they able to do on their smartphone? Almost everything, right? But can they interact with you? Here’s an example of a day in the life of a retail store owner – we’ll call him Jim – who sells home improvement products.

  • Jim wakes up in the morning to the buzzing of his smart watch.
  • He turns off his alarm and the first thing he does is scroll through his Instagram feed on his smartphone.
  • After getting dressed and ready for the day, he checks his smartphone to make sure his bus is on time.
  • On the bus, he catches up on emails from the night before.
  • As he walks into the door of his office, he realizes it’s his mother’s birthday. He orders her flowers with a few clicks of his fingers…also on his smart phone.
  • Throughout the morning he checks his smartphone for updates on calendar appointments, receives and responds to emails from colleagues, and even checks in with his daughter at school via text message.
  • Around lunch-time, he decides he’s craving Thai Food from the local eatery down the road, so he pulls up his Bite Squad app and places his order, watching for live updates and notifications on the status of his order.
  • That afternoon, his knows he needs to check inventory on paint and paintbrushes. After a busy long weekend the shelves are running low. He figures out how much paint he needs to order to restock the shelves so he picks up the phone to call his paint supplier to place his order.

This is the first point in Jim’s day where he needs to pick up a phone. He can manage every other aspect of his personal and professional life through his smartphone by the click of a few buttons, except ordering the products he needs to sell in his store to make his customers happy. You can see how the customer satisfaction level of this paint supplier’s customer, Jim, is not going to stay high for long.

Companies need to start thinking about how this concept of digital self-service plays into their channel strategies. Not only is there a risk for a major decrease in customer satisfaction, but there’s also a lot of wasted resources (both people and financial) being spent taking these retailers’ orders manually over the phone. In fact, a study done by Forrester found that B2B companies can slash the costs of serving and selling to customers by as much as 90% by introducing self-service e-commerce features, and their employees who have been taking manual orders can spend more time productively selling.

So how do your customers order your products today? Are you responding to their demand for mobile ordering capabilities?

 

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