Mobile and tablet devices are increasing its importance in everybody's life, which also means business has to adopt to the shift in life style: primitive paper and conventional desktop to mobile interface. Businesses often pay attention to improving users experience and making more convenient way to their existing customers.
However, what some businesses neglect is shifting their customers' contact point from conventional desktop interface to mobile interface invites new customers. The new unintended customers start using your products and services and can bring negative impact to businesses. When businesses plan to add mobile platform to the offering, they need to study all the segments thoroughly and decide target the customers.
Here is one of the example how the customer rating fell (result) after improving customer experience (mobile experience) http://blogs.hbr.org/cs/2013/07/the_unanticipated_consequences_of_a_frictionless_mobile_experience.html.
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