Mobile technology has delivered a lot of useful functionality that enables vendors and their customers to be on the same page more frequently. However, the screen size has an inherent drawback: It shows a very narrow slice of a reality — typically one idea at a time. The problem is especially acute in the key areas of sales and service. A mobile “help” app should deliver help the customer values. One that misunderstands the customer’s situation or its role in responding to it can be a source of pain, frustration or even customer churn. W