OpinionLab specializes in voice-of-customer (VOC) listening technologies, which provide them with the pulse of the customer at their fingertips. Here are the TOP FIVE topics from the vast amounts of customer comments on mobile experience collected from their opt-in customer-feedback system:

1. The User Experience

Start from square one. What is the user call to action? Is the navigation clear and easy to use? Listen to your clients. From Color Schemes to Graphical UI, small things can help in a serious way.

2. Mobile Website v. App

Mobile apps are not for every project. Research the pros and cons: Mobile websites have mass appeal and can be accessed across all types of mobile devices, but while mobile apps reach fewer people than mobile websites, for many businesses it provides consumers with a unique, focused experience exclusive to smartphones.

3. Don’t Streamline, Prioritize

Mobile websites shouldn’t be watered down versions of your full site. While they should be easier to navigate from a mobile device, it shouldn’t strip out some of the key features of your main website. Learn what makes your website successful and include those elements no matter the interface.

4. Leaverage Free Technologies

Investing in the mobile web doesn’t mean recreating the wheel. It means using what works, which sometimes includes free applications and platforms, like Foursquare and Facebook Places to help promote brands and company discounts.

5. Set Benchmarks

Before implementing any mobile initiative, take a step back and carefully consider what can and should be measured. Experts can hypothesize what works best across industries, but only you know what works best for your company. Determine the metrics that address all channels of your brand, like customer engagement, and define the parameters necessary to apply measures accordingly.

While talking about your mobile strategy and implementing a mobile strategy are two different things, these five tips can help guide the way your mobile strategy is defined.