Mobile applications are already becoming a primary component of user engagement. As the use of mobile devices expands into all areas of business, mobile apps are only becoming even more significant. But when it all boils down to the most basic element, companies are concerned with making money, and mobile apps are a great way to drive more business by incorporating a few strategic initiatives.
- Deliver content or services in real time.
A mobile app is a direct conduit to your customer/end user, providing you with the ability to push information to them instantaneously. This information can be promotions like coupons or sales, or content like a new article, blog post, ebook, sales guide, case study, etc. The ability to push useful, relevant, tailored information to the end user will draw them closer to your brand, and help to develop loyalty. The key is to make this push extremely relevant, and NOT promotional.
- Make selling easier.
Sales people live on their phones, so taking the friction out of the sales process with an easy to use, intelligent mobile experience, makes their lives easier and frees up their time to sell more. Identify the time consuming pain points in the sales process, and develop mobile functionality to eliminate these. Use context and data as much as possible to make things intuitive and predictive. The end result will be more productive reps, which means more sales for the organization.
- Personalize the experience.
Use things like purchase history, location, and social media interests to improve the customer experience. Create an experience where customers get relevant offers, products and personalization. Imagine a coffee shop. You wake up in the morning and you’re running a little late, so you open their app, hit a button that says “The Usual” and continue with your morning ritual to get ready for work. You leave your place and head to work, when you get off the train, you step into that busy coffee shop whose app you used when you got up, and as you walk in the barrista says “Chris, your coffee is ready.” Preferences, proximity and removing friction from the buying process all just combined to make a daily task a lot easier for you, which means you’ll probably go to that coffee shop a little more than you should because of how easy that was. Apply this to any buying process, and there is opportunity to make customers feel special, and therefore gain loyalty, with a personal mobile experience.
Building mobile applications provides organizations with the opportunity to interact with users on a daily basis (if not more frequently). As noted in these three points, the key to driving business with mobile apps is to make the experience valuable to the end user. No matter if they are an internal employee or an external customer, if the end user finds no value in your mobile application, you will see no benefit from having developed it. Organizations that focus on value will see aggregate gains from users interacting with them: loyalty, stickiness, and ultimately increases in sales.