This article originally appeared in the April 2012 issue of Customer Interaction Solutions

In 2011, we truly became a connected world – a world where it is a rare occurrence to find ourselves cut off from others. This has now extended to every facet of our lives.

Mobile phones are predicted by Gartner (News - Alert) to overtake PCs as the most common web access devices worldwide. Wi-Fi is so widely available in major metropolitan areas that most tablet users don’t even need a wireless data plan. Tablet sales grew 264 percent in 2011 over the previous year; and this year, Yankee Group (News - Alert) is predicting the sale of almost 25 million tablets in the U.S. Mobile devices are showing up in a range of locations and instances – mobile and Internet-equipped automobiles, smart meters to provide near instantaneous readings of actual energy usage, Wi-Fi-equipped flights and more.

What this all translates to is an increase in the demands consumers and business users are placing on the companies they engage with, both in terms of the interaction channels and availability for accessing customer service. These connected devices are becoming the preferred communication medium for many, and in 2012, we’ll see these smart devices start to replace the call center as the primary interaction channel.

It won’t happen all at once, and not everyone will prefer this channel, but the benefits for both consumers and businesses are compelling enough that both will contribute to a major communication shift. Businesses want to strengthen and improve customer relationships; customers want the most value out of their products and services for the least amount of money. For this to occur in a competitive market, businesses need to not only provide that value, but make it visible to the customer. 

With smartphone traffic on wireless networks expected to increase 700 percent over the next five years, according to Morgan Stanley data released November 2010, customers will look to this channel as the primary communications portal for services and method of communication for several reasons.

A key benefit of customer service on smart devices is that it offers greater transparency into the value customers are receiving and products/services that are offered. Apps on these devices have the capability to offer tailored plans, products and promotions, based on their data usage, plan features and what they may find valuable based on past behavior and preferences. For example, if a customer has gone over his or her text messaging limit for a few months, a smart app can make the recommendation that it would be beneficial for the customer to upgrade to unlimited text messaging to get more value for the money. Customers who purchase certain pay-per-view programs could receive a recommendation to upgrade their service to include one or more premium channels. The result is the delivery of relevant and tailored offerings.

It’s not enough just to provide a mobile channel – mobile applications create an opportunity to provide greater access to information customers need. When calling a call center, customers are subject to the agent telling them something or giving them access to certain information. On mobile devices, customers can access billing information directly, troubleshoot and fix issues, view how to information on features and services, or ask questions.

Smart devices not only enhance accessibility, but they also improve the method of interaction – particularly when a customer seeks to troubleshoot a problem or find answers to questions. The benefit of touch, type and talk capabilities that smart devices provide is that customers can use the method that is most convenient for them at that time – and it may be a blended method. To be most effective, the mobile search options need to have a certain level of understanding. Intelligent apps will take what someone speaks or types and translate that to what their intent was based on deep knowledge of the customer. This results in the presentation of the correct answer or a significantly narrowed set of menu options. 

In today’s crowded market, companies are struggling to differentiate themselves from their competitors; in many cases, the playing field is level when it comes to products, services and pricing plans. Increasingly, customer service is becoming a key driver for organizations looking to distinguish themselves by providing unique and effective customer experiences. Smart devices have changed how consumers communicate with one another and the companies with which they do business. Companies that recognize this change and create customer service strategies and tools that leverage these connected devices will have a real opportunity to impact their bottom line and retain and grow their customer base.

By connecting with customers on the go, companies create a sense of customer loyalty, which translates to retention as customers choose to stay with the company, and ideally grow in what services they use, products they buy and the amount they spend.

And calls previously handled by contact center agents are addressed directly by consumers through direct access to information and troubleshooting tools and diagnostics. This will also aid in driving down costs.

By keeping information up to date and consistent through a smart mobile app, customers receive the same answer regardless of channel. This enables a deeper understanding of customer relationships (types of products and services they use, current location, past usage, payments, preferences) to deliver a tailored and personalized experience.

In today’s business environment, there’s a heightened need to remain competitive. New and innovative smart devices are hitting the market rapidly and consumers are looking to them as the primary communication hub for all of their services. Blind loyalty cannot be expected as customers know they have choices, and will prefer to do business with those companies that can enhance the user experience and meet their needs when and where they are expecting it. As smart devices – tablets, smartphone and otherwise – gain widespread adoption and providers offer rich service features on the go, call centers will become a secondary mode of communication, no longer preferred by the masses.

Scott Kolman is senior vice president of marketing at SpeechCycle (News - Alert) ( www.speechcycle.com).