The Mobile Customer Experience

Nowadays, communication is primarily mobile. Important data about the behavior and the wishes of customers can be gained from the mobile customer journey: How are they interacting? How would you like them to interact with the company?

Companies can use the data obtained from the customer journey to reach their target group at the right moment on the channel they choose, and thus influence their buying behavior.


Google has responded to the rapid mobile development with the introduction of “micro-moments” (moments of decision). They describe the moments in which the user accesses the smartphone with a specific intent and makes contact with companies and brands. Micro-Moments are the interface between User Experience, Customer Journey, and Mobile Usage.
The use of the smartphone is guided by different intentions. Google differentiates four types of micro-moments:


Describe the user’s search for additional information about a product, service or company that he has been aware of in some way.


are particularly interesting for local companies. Potential customers are looking for a specific location near their smartphone. A Google My Business entry can help direct the user’s interest.


are situations where the user is looking for support online and wants to solve a concrete problem using information provided on the Internet (for example in the form of tutorials or DIY texts).


are those moments in which the user deliberately decides to buy. He wants to buy a product now and / or consume a service and search for a suitable provider.


The new marketing concept of Google “Micro-Moments” shows that the search for information about smartphones is becoming increasingly important. In order to provide users with the right information in the right form, the website should be optimized for mobile use. Only in this way are companies able to satisfy the needs of the customer at all times.

The design and the content available on the website should be adapted to the needs of the customer: User-friendly websites know the customer, recognize him and show him the content that interests him. Personalized content positively influences the purchasing decision and also optimizes the mobile customer experience. All features and forms on the site should also be optimized for mobile use.

In addition to content, functionality also plays an important role in mobile optimization. The page layout or the menu should be simply structured, the design simple and all important information clear. Smartphone users would like a quick response to their request. Long loading times are no longer accepted nowadays.

All relevant information should be available not only on the user’s own website, but also on the mobile social networks such as Facebook. Especially when searching for additional information, users rely on different platforms.