Consider these ideas when embarking on
mobile technology initiatives:
■ ■ Don’t employ quick fixes on top of old
operational processes, skills, roles and service
delivery models. This will only drive up costs
and create minimal improvements in service.
■ ■ Rethink the end-to-end processes, skill
requirements and metrics, starting with the
■ ■ Anticipate black holes from the customer
perspective. The new mobile environment
can be far more complex than the old when
it comes to service delivery. Mobile should
enhance the customer experience without
blocking access to established service
■ ■ Measure the success of the new end-to-end
model—especially satisfaction, cycle time
and cost. There’s a lot more value to be had
in mobile than just creating the perception of
a better customer experience.
■ ■ Consider incentives to drive customer
behaviors toward mobile. For example, the
best customers (i.e., least likely to report a
claim) may be best suited to self-report a
claim. How would we incentivize them to use
this more convenient, less expensive model?
What about the customers who we would
least prefer use the mobile environment?
■ ■ Consider other ways to capture value from
the new end-to-end mobile environment.
For example, should we bundle a new
service experience with a marketing or
branding campaign? A contest to drive
awareness? Take a look at what airlines have
done to build adoption of mobile tools.
■ ■ What other initiatives underway are in
conflict with mobile or need to be rethought
as a result of a mobile-enhanced model?
There’s no punch list or single best practice
to follow in the new world of mobile—
innovations are happening in near
real-time—but these ideas should help you
get started with your successful initiatives. ■