When I wrote Listen or Die back in 2017, we were already seeing how important mobile was becoming in the VoC world.
Fast forward to today, and mobile is no longer a "nice to have"—it's expected.
But here’s the surprising part: while the technology has improved, how mobile is actually used by employees hasn’t changed all that much.
Despite advances in AI and data visualization tools, your team is still not going to want to scroll through trend graphs or drill down into charts on their phones.
You can build the slickest mobile dashboards around, but when it comes down to it, mobile still works best for one thing: helping operators close the loop quickly.
The Two Non-Negotiables
Let’s be clear:
- Your surveys must render beautifully on mobile devices. This is table stakes in 2025. Customers are giving feedback on the go, often in the moment—so their experience needs to be smooth, fast, and frictionless.
- Your VoC platform must be responsive. Whether it’s a tablet, iPhone, or Android, users should be able to view and act on feedback without squinting, resizing, or dealing with layout issues.
AI hasn’t changed these two fundamentals.
As I’ve covered in previous blog posts, what it has done is make it easier to summarize open-ended feedback, surface root causes faster, and automate parts of the loop-closing workflow—but the value of mobile still lies in speed and simplicity for operators on the move.
Native Apps vs. Mobile Web: The Real Debate
Some VoC software providers offer native mobile apps, and they can be great—especially for receiving push notifications when alerts come in.
But keep an eye on cost.
Some vendors charge extra for mobile access when their web platform already works well on mobile browsers.
Do the benefits outweigh the price? Often, just logging in via mobile browser is still good enough. Unless the native app brings serious added functionality or engagement, stick with what works.
Keep It Simple (Especially for Execs)
Your executives may want a high-level glance at key metrics like NPS or overall customer satisfaction via their mobile device. And that’s great! Just don’t overload them with data that requires too much clicking, filtering, or zooming. The golden rule with mobile still applies: simple wins.
So… Has Mobile Really Changed That Much?
Not really.
But it remains an essential piece of your VoC strategy. The way people interact with mobile devices hasn’t shifted much—what’s changed is the expectation that everything should work on mobile.
Mobile isn’t where deep analysis happens. It’s where action happens. And that’s why it really still matters!
Your Turn
How are your teams using mobile to manage VoC?
Have you embraced native apps, or is responsive design good enough?
Are mobile alerts helping your operators close loops faster?
I’d love to hear how mobile fits into your customer experience strategy in today’s world.
