Your business considers its team’s mobile phones to be a vital part of its customer connectivity and sales structure. Staff must have faster phones to access information from the internet more quickly to convert a sale, better sound quality so they can understand a customer’s enquiry more easily, cheaper phone contracts so costs can be kept down, and better reception so no sales opportunities are missed. But your customers also use mobiles to connect with you, and the way they do that is changing, so it’s vitally important for you to understand how so you can best adapt to their needs.
Each year Ofcom produces a report called Access and Inclusion, that looks at how those most vulnerable in society – those impacted by age, disability or low-income levels – use their phones. This article looks to give you some of the 2018 report’s highlights.
- There has been a 4% rise in mobile-only households with members aged 75 and over, corresponding to a similar fall in landline ownership
- Nearly 1 in 5 older people now have a smartphone
- 53% of disabled people have a smartphone
- 81% of non-disabled people have a smartphone
- 17% of 16 to 24-year-olds have had difficulty paying for their communication services (top of that list are phone and TV services)
- Only 2% of those aged 75 and over have difficulty paying for their communication services
It’s significant to note that older people are now more likely than ever to use a mobile phone to communicate with you, with 18% of those 75 and over owning a smartphone and becoming more au fait with their use.
And while this may be a small figure in the overall population, it’s also important to note that they are the least likely to get into financial difficulty over their ownership of these devices, underlining what we already know about the financial and decision-making differences between the young and old in society.
Younger people seem to have a greater desire to own all the latest devices, and smartphone ownership is, of course, significantly higher in this bracket. However, this may mean they, metaphorically and actually, write cheques their bank accounts can’t cover, leading to them struggling to maintain their phone and other communication services.
So, what does this tell us about our clients? Well, firstly it tells us that the old, the young and the disabled in our society are all using smartphones in greater numbers, which means we need to adapt our ways of communicating to this reality. That means an increase in the need for mobile adaptive websites to promote our businesses, because more and more people consume information via their smartphones. It also means something else is often forgotten about, which is an increased importance on the strength of your mobile signal at work to compensate for the fact that mobile to mobile phone calls mean twice the possibility of a poorer signal and reception.
You cannot help your customer’s signal strength, but if you make sure that yours is as good as it can be, whether through selecting the right network provider or choosing to install a mobile signal booster in your workplace, you’ll increase your call quality and reduce the possibility of missed, lost or inaudible phone calls, any one of which could be of vital importance to your business.