There is no denying the true weight of mobility. In fact, mobility enhances customer engagement so greatly that it impacts all levels of communications. Leading research advisory, Gartner Group, once reported that the majority of enterprise applications would be mobile, or have some method of mobile access. They were right. Business owners and IT professionals must take into account how the use of apps can drive customer engagement and how those same apps can be used to reach maximum returns.
The guiding objective of any business is to maximize revenue opportunities. As a thought-leader and decision maker for your organization, you must ask yourself ‘how exactly will mobile technology impact your ability to engage with your customers over the span of the next 3, or even 5, years?’ More importantly, ask yourself ‘how will the same mobile technology serve my competitors?’
As future-ready businesses, and early adopters of technology, we’ve begun to champion a ‘mobile first’ strategy, and the topic has spurned much chatter in boardrooms across the nation. Mobile has taken hold of the business world, and with good reason – mobile apps increase customer engagement.
App Development extends past App Deployment
When deploying a mobile solution for the first time, it is important to determine how exactly you intend to measure success. Customer engagement doesn’t start with user engagement. Success must be weighed against analyzing user workflow and charting conversion rates. You must assign a value point at various intervals of the process and recognize that there is merit in monitoring trends and deviations in performance over time. A successful launch of your 10th release is just as important as the first launch.
Analyzing User Workflow
Consumers want instant access to as much information as possible, and they want it in the palm of their hand – or their smartphone to be more exact. A well outlined mobile solution requires that you’ve designed your app only after the completion of a business strategy and that you’ve carefully defined what the value of information exchange means to your company.
Elements to consider when detailing user workflow:
- Localized, geo-targeted content distribution for marketing or communications purposes can be achieved through effective use of push notifications
- Users would rather abandon the app than spend longer than one minute navigating through screens trying to complete simple tasks.
- A mobile solution is something that must be logical and requires no instruction manual for first-time users
- Whatever solution you deploy, it must align with your goals and business strategy
Focus on the Business Goals that Relate to Customer Engagement
Focusing on analytics, it is imperative that your team is open to measuring and responding to the mobile solution’s user engagement metrics that relate to business goals. If you are seeing positive trends in one of the following, you are moving in the right direction.
- Shortened Sales Cycles
- Improved Customer Service or Employee Satisfaction Ratings
- Increased Customer or Employee Interaction
In the long run, the value recognized should come in the form of increased profitability and improved performance.