Nearly 9 in 10 smartphone owners who describe a mobile brand experience as helpful or relevant would purchase from the brand again. Being helpful can mean different things to different people—from offering fast and friendly customer service to allowing people to quickly see if an item is in stock (and helping them find it elsewhere if it isn’t). Interactions with brands described as “helpful” are 1.5X as likely to lead consumers to both purchase and recommend that brand, compared to interactions they don’t find helpful.

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