Can we get personal for a minute? Well, not that personal. What you do on your own time is your own business. I’m talking about personalizing your enterprise mobile apps.
On the business-to-consumer side of things, digital firm Localytics says that half of shoppers download an app to get discounts and special offers. This is the perfect time to engage a customer, when he or she first gets pumped about an app, downloads it and tries it out for the first time. So send that special offer right away.
Establishing engagement with the user is critical from the get-go because downloading an app and using it regularly are different. Localytics notes that there’s a 60% chance that users who don’t return to an app within seven days never will.
If you’re gauging the success of your mobile app by number of downloads, you need to find a better metric, like repeat visits, percentage who move farther down the sales funnel, sales or other metrics relevant to your business.
One way to increase ongoing engagement is through push notifications. Most users allow push messaging, so you should make full use of that permission. But at the same time, less may be more. Too many broad push messages will just turn users off. You know those emails you get every … single … day from the retailer you visited once? That’s what we’re talking about here.
The beauty of personalized mobile apps is that you can tailor messages and offers to fit the user. Mobile apps can collect a ton of useful data you can use to optimize the customer experience.
Profile data includes demographic information (gender, customer type, location, credit) as well as user data from your app and other customer touch points (in-store, online, email, etc.). Behavioral data looks deeper into the user’s app experience, with such information as number of sessions, screen views, conversations, and opens of push and in-app messages. Using both types of data to create meaningful interaction with users will results in more engagement, more loyalty and more sales.
If you work on the business-to-business side of the fence, you’re probably asking yourself, “How does this affect me?” If your enterprise develops mobile apps for customers, then all of the above affects you. I don’t have to tell you that happy and engaged customers buy more and tell their friends more often. We all could use a little more organic, word-of-mouth marketing and a positive experience could make all the difference.
But even if you are developing mobile apps for your increasingly mobile workforce, think of them as your customers. A Mobile Helix survey of 300 enterprises in the United States and the United Kingdom showed that half of responding companies said productivity would increase by 36% if all of their enterprise apps were made mobile. Nearly nine in 10 CIOs said their employees wanted more enterprise mobile apps to do their work.
Think about the possibilities for your workforce through mobile apps. Sales and marketing, training and HR are areas where this makes the most immediate sense. The oft-cited sales funnel looks nothing like it used to. Potential customers already have done their research on your company and chatted with their colleagues before contacting you. Equipping your sales team with mobile tools that meet prospects where they are on the sales journey and personalize that journey can help cut through the clutter to get to the closing of business.
Training or HR also make sense as an initial foray into enterprise mobile productivity apps. Think about the mass of training materials and HR forms already sitting on your intranet site. A clean, well-designed app can guide employees to exactly the right place to find the information they need, based on job function, the benefits they use and other personalization factors.
Being deliberate about mobilizing your enterprise apps is the first step to a more positive experience for your customers and your employees.