Jonathan Sockell

Mobile is on the verge of eclipsing the desktop for general consumer usage. The inflection is predicted to happen in about a year, and currently, according to ComScore, there are over 1 billion smartphones in use.
The data below is taken from a recent ComScore study on smartphone usage.

Screen Shot 2013-02-14 at 1.05.02 PM

When it comes to filling out surveys on mobile, do customers really want to take surveys on a screen with limited real estate? 
YES, consumers want the ability to give feedback via mobile devices.  As you can see from the chart below, by deploying Medallia Mobile feedback, this hospitality client was able to recover responses that would have otherwise gone away.

BW Mobile vs Desktop RR

Medallia launched mobile friendly surveys on all the major platforms (iOS, Android, Blackberry, etc.) in late 2011, and our clients who practice mobile versioning have boosted their response rates.  Case in point, the example above shows a decline in desktop response rates, however mobile responses helped to significantly close the gap.
To achieve this boost, feedback programs need the right mobile look and feel to capture the mobile audience. As an (older) member of Generation Y, I can tell you anecdotally I prefer using my mobile phone over my laptop, even for surveys. Given that consumers have varied device preferences, a robust voice of the customer program should be compatible across all major devices and platforms. Otherwise your company might only get customer feedback from people my parents’ age!
To learn more about mobile best practices, checkout Medallia’s Mobile Customer Experience Webinar Series that kicks off tomorrow, Wednesday 2/20 at 10am PST.

Photo credit: Vernon Chan