Google’s Global Product Lead, Chris Vennard, predicts mobile calls from search will double to 86 billion annually by 2018. Vennard, who heads up Google’s Call Ad product, spoke with me about improving the user experience with customer support.

“Nobody will disagree when I say the world is going mobile,” he said.

Vennard outlined several options to enhancing the customer journey – and they begin and end with mobile. First, a ‘bail out’ function is important. Mobile users visiting a company’s website should always have the option to hit a call button to automatically connect them to an agent for help. The next step will be to show the agent their search history.

During the interview, which can be seen in a three-part series on www.CallCenterWeek.com, Vennard went on to talk about the difference between mobile apps and mobile webpages and the benefits of these strategies.