Tag: responsive

Improving Customer Relationships Through Mobile Strategy

Posted by on August 29, 2017

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As more consumers move towards using their mobile devices as their first and often only method of interaction, it becomes necessary for businesses to engage in a clear and comprehensive mobile strategy. Mobile strategies encompass new, innovative ways of engaging with customers, in addition to ways of measuring mobile accessibility and the success of a mobile campaign. Customer relationships can be vastly improved through the heightened connectivity of the mobile age — and companies that aren’t paying attention to this could easily be left behind.

Choosing Between Native and Web Applications

The first decision your business is likely to make is whether it’s going to invest in either native or web-based applications. Native applications are applications directly installed on a user’s device. It requires further engagement to convince a user to install a native application, but the native application is more likely to be effective — the user is going to see and interact with it more often, and it will have advanced engagement features such as push notifications. Web applications, on the other hand, are really just responsively designed websites, and though they can be accessed through a mobile device, they do not give additional functionality on the device itself. On the other hand, web applications are more affordable and more likely to be accessed.

Understanding the Customer Benefits to Mobile Accessibility

Customers today are looking for certain features through mobile devices. It is these features that a company will need to provide if they are to develop a solid and successful mobile strategy:

  • Self-servicing through a mobile app. Most customers today prefer to be able to find information themselves rather than having to work through a customer service representative — and this is advantageous both to the business and its customers.
  • Fast purchasing and check out. Being able to complete an e-commerce transaction on-the-fly is what draws many customers to purchasing apps. Companies need to be aware that the faster the ordering is, the more likely the customer is to commit; this is why “one-click” ordering features have become so successful.
  • Ease of contact through multiple channels. Customers want to be able to email, instant message, or call a company quickly through their mobile application. Different customers and different situations require different venues of contact, so having these choices is important.

Of course, mobile strategies are also changing and customers are starting to desire even more from their devices. Leading companies are creating instant mobile chats run by artificially intelligent bots, for example, which can offer even better self service. Companies need to keep on top of these changes to remain competitive.

Developing Your Metrics for Success

The goal of a mobile strategy is to increase engagement, customer acquisition, customer retention, and overall sales. In order to track the success of a mobile strategy, a business must fist settle on identifiable metrics that will define whether or not the mobile strategy is truly working. Metrics may include metrics on the strategy itself, such as how many installations a corporate app has achieved, or metrics on the overall performance of the business, such as improved ROI since the mobile strategy was first conceived. Regardless, the metrics must remain consistent across reporting to identify any potential strategies for optimization.

Improving customer relationships through a comprehensive mobile strategy is about more than simply providing mobile features — it’s about developing these features in a way that they are attractive to customers and that they ultimately fulfill the customer’s needs. With that in mind, it becomes exceptionally important to test out these features and optimize them over time. Mobile strategies are accelerating and evolving as they become more important to the core operations of many businesses.

5 Reasons You Should Consider Building a Native Mobile App

Posted by on June 12, 2015

The buzz around mobile has been around for a while and isn’t going anywhere, and with good reason. When over 90% of adults have their mobile phone within arm’s reach 24/7, it’s apparent that as a society, we’ve become largely dependent on our mobile devices. I bet the last time you forgot your phone at home, you felt like a part of you was missing, didn’t you? Well, you’re not alone.

With the population spending more and more time on their mobile devices, businesses can no longer afford to ignore their mobile experience. With an unlimited amount of information at their fingertips, consumers expect the ability to quickly access whatever info they need at that moment. And that’s not just limited to consumers. In B2B environments, business users are researching products and services on their smartphones, and performing tasks that would typically be done on desktops.

mobileapp-bannerleftThis requires a different approach to strategizing for mobile, a mobile-first approach. The question is no longer “should I build a responsive site or a native mobile app?” It’s not a matter of one versus the other. Businesses today need to have a mobile friendly website, period. It’s what your audience expects.

The question now becomes, “is mobile web enough?” To bring your customer engagement to the next level, it’s a good idea to consider a native mobile app. If you’re still not convinced, here are five advantages of mobile apps that makes the UX superior:

  1. Better handling of touch, gestures, and swipes – Side to side swiping, while very popular on mobile apps and desktop sites, doesn’t work as well on mobile websites
  2. Faster and more responsive – While mobile sites download the experience and data for each page through verbose HTML, mobile apps already contain most of the experience definition and only need to download the data
  3. Easy to continue where you left off – Mobile apps allow users to carry on tasks that span over long periods of time without having to log back in each time
  4. Tighter device integration – Mobile apps are much better equipped at handling features like geo-location, camera, and push notifications. While HTML5 is capable of supporting some of these device integrations, it’s not to the same degree and is often a power drainer
  5. Integration with other apps – It’s much easier and seamless to launch from one app to another app, than from an app to a mobile web app (take using your Facebook login to login to Pinterest for example)

Well, there you have it, five advantages that native mobile apps have over their mobile web counterparts. Of course, this doesn’t mean everyone should go and replace all their web apps with native apps. Each business still needs to determine what works best for them. But this provides some areas for consideration the next time you’re trying to decide whether or not to build that mobile app!