Google has spoken. As of today, April 21, websites that are not “mobile friendly” will be penalized in mobile search rankings. There is no escaping it; Google is forcing brands to give customers what they want, relevant, high quality search results across devices. As we enter the Google mobile revolution, having a mobile friendly website will become ubiquitous but the mobile experience will remain a key differentiator. According to the Altimeter group, “Organizations must focus on learning more about customer frustrations, expectations and behaviors specific to mobile. Only then can mobile strategies produce results that increase engagement, lead generation, sales, retention, loyalty and more.” The most effective way to understand customers on mobile devices is by conducting voice of customer research. Below are 3 reasons why collecting the voice of your customers on mobile devices is essential.