IBM: CMOs and e-commerce leaders want mobile but two-third of them weak in mobile user experience

Thu, Jun 20, 2013: IBM recently has conducted a survey titled, “Reducing Customer Struggle 2013” over 500 business professionals globally across a variety of sectors, including retail, financial services, travel, and customer services. The survey found chief marketing officers (CMOs) and e-commerce leaders recognize mobile as critical to their business objectives. However, two-thirds of those same professionals, indicate they don’t have a strong understanding of the mobile user experience.

40 per cent of the respondents agreed that delivering positive customer experiences is harder on mobile than the web. When dealing with mobile, the top three issues are bad navigation/poor “findability”, screen-sizing issues and form-filling problems.

Other findings from the survey are:

• 73% plan to increase investment in online channels this year.
• 72% expect to invest more in mobile channels.
• 53% expect to increase investment in social network channel.