According to a Gartner Technology Report, mobile devices will pass PCs to be the most common Web access tools in 2013.

By 2015, over 80% of handsets in mature markets will be smartphones.

Obviously, mobile experience is a big deal, and smart companies are taking note.

One of these smart companies is eHarmony.

Improving Customer Satisfaction Through A Better Mobile Experience

While I have had no personal experience with online dating services, I have many friends who have. I have learned that it isn’t just about sitting at home in front of your computer waiting for a match anymore.

For example, there are 107 million singles in the U.S., about one-third of the total population. Those looking for love want to search anytime and anywhere possible.

They want to use any device, not just their home computer, to see what is out there for them. That’s why eHarmony, a pioneer in using relationship science to match singles, turned to Qualtrics to improve customer satisfaction.

Gathering data through Qualtrics’ online survey software, eHarmony learned how to tailor its sophisticated website for the best possible mobile experience.

The results were fantastic, showing that customer insight can help people find their soul mate faster and easier than ever.

Here’s how they did it:

  • Using insight from customer satisfaction surveys, eHarmony discovered the “pain points” in setting up accounts on mobile devices
  • eHarmony’s digital team rebuilt its mobile application to resolve these pain points, which increased signup rates by 40%.
  • With streamlined registration, singles can set up a personal account twice as fast.
  • The company also added a customer-requested “What If?” feature – giving users the option to expand matching requirements (e.g., age, distance) to view more profiles.

There are plenty of fish in the sea, and now eHarmony and Qualtrics have made it easier than ever to go throw in a line.

Creating sophisticated online surveys is easier than ever before. Smart companies are taking advantage of this fact to collect valuable insights on questions from how to make a mobile site better, to how to make better fitting clothes.