It’s a no-brainer that mobile is one of the top disruptors currently affecting enterprise customer-business interaction. Mobile devices and apps are getting smarter, and capabilities like GPS, combined with customer data and analytics, are adding context and intelligence to mobile experiences. Cloud, social, and mobile are immediately available at customers’ fingertips, and the result is higher expectations and less patience with unsatisfactory service.
More than just an emerging channel, mobile is believed by 71% of salespeople to be crucial to accessing real-time data about their customers on their mobile devices. While “mobile-first” is top of mind for enterprises, it often ends up being lower on the priority list because many companies lack a collaborative, organization-wide approach and a robust mobile strategy that could truly capitalize on mobile opportunities.
Lead with Business Driven Use-Cases
Every effective mobile strategy starts with identifying moments that support business-level goals and can be tied to business impact. While it’s easy to head straight down the architecture or device path, evaluating business processes and interactions between employees, partners, and customers is critical to achieving impactful mobile initiatives.
Putting yourself in your customers’ and employees’ shoes is one of the most impactful
ways to identify the moments of value, barriers and areas for immediate and measurable gains within business processes. This is essential to turning broken interactions into frictionless extraordinary moments.
Unleash Your Data
Great mobile initiatives are only as good as the data behind them. Data is a shared responsibility across all departments, and providing all employees, partners, and customers with accurate and relevant data that enables their goals should be the backbone of a company’s mobile strategy. While accurate data is important, don’t put your vision on hold; use it as a means to justify a data project, then adopt an ongoing iterative process to rolling out mobile.
By achieving a single and accurate view of customers, coupled with the ability to deliver relevant and actionable data from many systems to employees via mobile, you can dramatically differentiate your business and the customer experience provided.
Establish Tenets for Mobile Delivery
In a recent survey by The Economist, 54% of global executives interviewed stated that “mobile apps are critical.” However, only 26% actually have apps deployed. This “app gap” supports the notion that delivering mobile initiatives is not easy.
Companies need to establish organization-wide guidelines around the primary components of mobile IT strategy (devices, apps, data, resources). These guidelines for mobile delivery will then serve as the decision-making framework for every mobile initiative. The result will be consistent implementation methodology that can deliver engaging mobile experiences and increase the quality of apps across an organization.
Invest in UX Design
Poor design choices are never more swiftly punished than in the mobile context. Mobile users tend to be time poor and task oriented, and great mobile design makes information clearer to understand, data easier to consume, and adoption simple. None of these can be achieved without doing the heavy-lifting data analysis up front.
For mobile, design is how the app works. That’s why “smart” user experience is more about data and less about design. The focus of an UX design team should be to gather analytics and user research to better determine design focus and usability decisions.
Analyze and Measure
A mobile application launch is just the beginning of a company’s journey. User acceptance and relevant metrics are the key to ensuring that all mobile initiatives bring value to customers and businesses. Quantitative metrics (sales figures, productivity numbers, etc.) and qualitative results (customer and employee reviews) will continually need to be tracked to justify further releases, future apps and show ROI.
Develop an Innovation Plan
User expectations are always changing. This constant change combined with new mobile technology and increasing market pressures means that businesses need a strategic plan for managing existing apps and bringing continued innovation to mobile experiences. This includes frequent updates and new functionality of the mobile tools used to engage customers, as well as regular feedback from stakeholders, partners and customers to ensure mobile apps stay ahead of customers’ and employees’ needs.
As mobile adoption in the enterprise matures, mobile engagement initiatives require the involvement of the entire organization. Both cloud and mobile technologies require a new business-consulting approach to innovate business process, get an edge on the competition and exceed bottom-line results.
For more insights, download Bluewolf’s complete “Guide to Mobile Engagement: 6 Features of Effective Mobile Business Strategy.”