Great expectations: The connected customer 

Long gone are the days when a mobile phone was solely used to make phone calls. With the growing pace of technology, smartphones have changed the fabric of our lives and have taken their place firmly in our hands everywhere we go. Businesses have had to adapt quickly to accommodate mobile as a route for customer experience but they’re still missing out on a huge opportunity.

Consumers are highly engaged with their smartphones, providing a direct line to the customer. However, when it comes to retail and leisure, mobile enablement is still very much a work in progress and there remains a question around both the reality of consumer appetite and to what extent customer expectations are being met.