If you’re already building mobility apps for your enterprise, congratulations! You’ve taken a huge step forward in helping your employees interact with their products and services in new ways to serve customers better.
But while you’re giving yourself that well-deserved fist bump, I need to ask a question: Are you sure you’re getting the most out of those apps? Sorry to break it to you, but not all of your apps are awesome. Some are pretty OK, and a few likely suck. But if you don’t keep track of how your apps are performing, you won’t know how to turn up the awesome while turning down everything else. Consider the following four metrics to track performance:
Much like return on investment (ROI), measuring productivity gains can be a moving target. Before deploying any mobile technology, determine pertinent baseline metrics that you want to track in the department(s) where the app will be deployed. Sales is a good example. Will a mobility app allow your sales team to interact with more customers remotely, reducing travel costs? That would be awesome. But it would suck if sales suffered in the process, so you must look at customer interactions, travel costs and sales in tandem to gauge the effectiveness of the app.
Just like measuring productivity gains, tracking revenue vs. costs requires a baseline for comparison. If you outsource, mobility development costs can be determined fairly easily. Be sure to include the time your technologists spend supervising and deploying the technology. For in-house development, track both hard costs for any required development tools as well as your personnel costs based on job description. Some employees may spend 100% of their time on enterprise mobility and others no time at all.
On the revenue side, use sales data before and after the implementation, but be on the lookout for ancillary benefits that can also offset development costs. Does the project increase productivity? What about customer satisfaction and/or retention? You’re likely rolling out new products, making changes in your salesforce and meeting new potential clients at the same time, so you’ll never get a true apples to apples comparison. But starting with baseline measures will help.
Look at adoption rate and usage this way – how many apps do you have on your phone or tablet that you never use or used just once? Downloading is the first step toward adoption, but neither is the same as usage. You can easily determine number of downloads, but the latter two are more nebulous. But take a look at your best employees, those you wish you could clone. Are they using more mobility enterprise apps than others? More often? Less often? Not at all? Regardless of the answers to these questions, you’ll get a clearer picture of how apps are being used. With any luck, you’ll also gain insight into future projects that can help employees become more engaged and productive.
Most companies conduct employee satisfaction surveys, so stick in a question or two regarding your mobile enterprise strategy and how it’s being received by employees. Better yet, ask top performing employees directly what’s working well and what’s not. Most would appreciate the attention and be glad to provide input.
And remember that you don’t have to reinvent the wheel to maximize your enterprise mobility investments. There are many quality products on the market to help companies and their employees become more productive. Customizing existing products to fit the unique needs of your company can be an effective way to start your enterprise mobility journey.