5 Ways in Which Corporations Fail to Take Advantage of Their Mobile Apps

Currently, all top tier companies have a mobile app and small- and medium-sized businesses are also joining the trend. App development, just like web design, can be affordable for small businesses which outsource this service overseas. For this reason, some apps are better than others in terms of design, functionality and user experience.

However, even large companies, which invest significant amounts of money in mobile app development are sometimes losing users or failing to make the most of their app. This means a diminished ROI and even the possibility of losing the loyalty of some of their best customers.

Mobile apps are not a mobile version of the online store or company blog. It should be a standalone experience and form of interaction between the user and the company, and deliver the specific values the customer seeks on a mobile platform. And it should be used in all the innovative ways the technology allows to build closer and more meaningful relationships with your customers, such as:

  1. Promote Curated Content

People do not have the time to scroll through your social media platforms and website to discover all the content you are sharing. Plus, not all content is equally valuable. All the special and outstanding content should be shared through your mobile app, at your users’ fingertips every time they open the app.

This will give them the sense that the app is a special feature of your business marketing kit – a communication tool dedicated to them, curating the best content they are most likely to be interested in and helping them filter out the noise and irrelevant information.

  1. Add Self-Help Customer Service Features

When people need to clear up an issue, solve a problem or get help, they are already in a state of mind where patience does not reign high. Having to hold the line until a customer service operator takes their call is only adding to their frustration and annoyance.

Imagine what a huge confidence boost your company would get if your customers could use the mobile app to file a helpdesk request or ticket, to find a comprehensive FAQ or Troubleshooting section, or to chat live with one of your operators and solve their problem quickly.

  1. Collect Customer Opinions

Mobile apps should provide enough interaction to let you know what your customers think of the app itself and your business in general. Whenever your user interacts with your app in a significant manner (makes a purchase, files a help support request, etc.), you should add a quick survey, asking the user to rate their experience. This is one of the best ways to keep improving your app, by integrating suggestions offered by your customers and keeping a close watch on the popularity of your brand image.

  1. Develop a Mobile Brand Image

The brand is a living thing, growing together with your business, evolving with the market trends, and permanently adapting to have a fresh and meaningful image in your clients’ eyes. The internet age has created powerful online brands. Now we are riding another wave of change: we live in the mobile age.

Your mobile app must be much more than just a tool – it must be a brand ambassador. It must communicate your company’s values in a new and challenging environment and live up to the promises you make to your customers.

  1. Reconnect with Users Every Single Time

When you plan and start building your app, keep asking yourself this simple question: “Why would a user need this app more than the first few times?” If your app helps a customer solve an immediate problem, or has a fixed functionality which solves a unique issue, your app is expendable. It is a tool to use once and then discard.

As your website grows and your social media accounts keep people engaged, so does your mobile app. It must be an evergreen marketing tool, always offering people a reason to access it and always helping them solve an issue or satisfy a need.

Thus, if your app does not fulfill these roles, your company is missing out on a huge opportunity to connect with its customers, to grow and add value to its brand image, and to take advantage of the marketing possibilities offered by the mobile environment.