Mobile devices mean the world is literally at your fingertips. We live in a time where people want things done yesterday. Mobile devices put a lot of pressure on businesses to keep up with the ever-changing demands of consumers. Furthermore, brands are also expected to juggle the mounting cumulation of big data that these mobile devices generate as well as provide damage control for instantaneous displays of online word of mouth (WOM), that spreads like wildfire.

Have mobile devices destroyed loyalty?

There are endless statistics that suggest it is harder than ever for brands to retain customers. Accenture found that over 50% of consumers switch service providers within a year after a single poor customer service experience. In 2017, it was found 33% of customers will consider switching companies after one poor customer service experience. Astonishingly, Salesforce predict by 2020 that 45% of consumers will switch brands if a company doesn’t actively anticipate their needs.

It is now easier than ever for consumers to assess and entertain the idea of competing products on their mobile device. As a result, levels of brand loyalty are heavily depleting as consumers are becoming more price conscious and less prudent about purchasing from unknown brands.

The harsh reality of mobile devices

“One bad review can pull your star ratings down and cost you thousands of dollars in lost business.”

Nick McVey, small business owner

Regardless of how big or small your brand may be, mobile devices create a tough environment for businesses to operate in. Failure to keep up with the demands of an impatient consumer could result in unfair negative scrutiny. A single bad review could crush a small business, particularly when 93% of consumers are reading local reviews before making a purchase decision. Nick McVey, a small business owner, has felt this effect first hand when he received an unfair review which brought down his Yelp review from 5 stars down to 4.5. He believes this one negative review alone has cost him thousands in lost business.

Today’s consumer profiles

Today, mobile devices have shaped consumers to be impatient and demanding, requiring instant gratification whilst still remaining cautious by displaying traits of uncertainty avoidance. The true effects of the negative review McVey received are emphasised when the characteristics of the modern consumer are delved into.

Firstly, the impatient and demanding consumer. Mobile devices act as supercomputers in consumer’s pockets. It enables consumers to find, learn, do and buy whenever the urge surfaces. Brands are required to deliver mobile experiences smoothly and with rapid speed to ensure that consumers are not hindered in their on-the-spot decision making process. Failure to do so may result in punishment in the form of a negative review or WOM.

Next, the consumer that demands instant gratification. An emerging expectation for consumers, consumers are looking for instant answers with ease. At a push of a button, it is expected that a company responds to them quickly if not immediately. Facebook messenger, Instagram direct messaging and chat bots mean that consumers have many options to get noticed quickly by a company in comparison to the outdated email method. This type of consumer has created the need for organisations to provide support to every customer, every time, at anytime, anywhere.

Finally, the uncertainty avoiding consumer. This consumer can be quite conservative and loves to do their research. Hardly ever will they walk into a store and buy the first item they see. They will use their mobile device to compare performance, prices and features by filtering through copious amounts of reviews.

In summary, the significant role of mobile devices in a modern consumer’s purchase journey has created many challenges for brands. This includes shaping the demands of consumers. In addition, these devices have established a need for brands to introduce “damage control” measures to try minimise the destruction that consumers can cause with a mere push of a button. These mobile devices have created a realm of convenience for consumers, as well as a complex and often destructive element to a brand’s operating environment.

Do you believe the implementation of mobile devices have created a consumer that is impossible to please? Have mobile devices created a troublesome environment for brands?