• Michael Weeding

Leveraging a consumer’s emotional connection with their mobile phone.


I often hear friends make the comment that their life is on their phone, they have their most recent photos, all the contact details of their friends and their emails just to name a few things stored away in their pocket with easy access whenever and wherever they want, knowing this it is easy to understand people’s emotional connection to their mobile phone. Earlier this year we started to refer to mobile phone users who fear being without theirmobile phone as Nomophobiacs (short for “no-mobile-phone-phobia”) when the UK Post Office conducted a study that found that nearly 53% of mobile phone users in Britain tend to be anxious when they lose their mobile phone, run out of battery or credit, or have no network coverage.

So with so much emotion tied up with a device you can understand why the level of frustration is so animated when the device or the Apps we load onto the device fail us, the most recent well publicised example was that of the issues with iPhone Maps which has created millions of entries across the internet that either document the failures or many very interesting comments criticising Apple for what they believe was an obvious mistake. The Apple example may be well publicised but they are not alone in delivering mobile solutions that fail customer expectations and given the urgency to deploy quickly, which is resulting in the short changing of necessary quality assurance as well as the fact that mobile products don’t enjoy sufficient pre-deployment test coverage’s I would expect to see more failings in the future and many more frustrated customers.

The challenge is to develop an effective process that ensures speed and quality so that mobile solutions are delivered free from issues that will cause frustration amongst consumers. With so much emotion tied up with the mobile device any failing, no matter how small may be enough to do serious damage to the customer relationship and the brand. As a result organisations that can find the right balance between speed, quality & customer experience in any mobile solution they deliver will have a competitive advantage over any competitor that does not put serious time and effort to ensuring all elements of user engagement are considered before launching to market.

#Nomophobiacs