Commenting on "5 Things About Mobile Data Collection", from an ESOMAR article by Gina Pingitore and Dan Seldin.
Question: Research using mobile devices is new, different and growing. How does it impact response rates and behaviour?
Yes – mobile respondents are different, but how are they different? How representative are those customers who respond via mobile of your current customer base and how representative are they of your desired future customer base? I have observed that a multi-mode data collection strategy not only allows customers to offer feedback in a way they prefer, but also the data collection method becomes a way of gaining access to premium customers.
True organizational customer-centricity requires that the leadership, systems, culture, employees and processes seamlessly converge to help create optimum transactions and relationships with customers. 
It is no longer enough to ascertain if your customers are satisfied, and it is not sufficient to know whether or not your customers are loyal. In today’s hyperlinked world, the relationship between customers and the companies they do business with is a two-way street, with each mutually reinforcing the other. 
