Mobile First: How to Build a Portal to Better Customer Relationships With Mobile Apps
Giving Customers the Value-Add
Here are five ways you can add value to your mobile apps:
1. Solve a problem for them. People tend to use apps to make their lives easier. Starbucks has a very loyal app user base because the company makes it easy for them to quickly pay for their coffee. CVS customers use its app because it saves them time shopping and refilling prescriptions. Home Depot has an AR app that lets customers see what a new front door would look like on their own house so they can make their purchase confidently.
In the B-to-B space, the most useful apps offer product selectors, calculators or an easy way to reorder consumable supplies. What are your customers’ pain points? How will you help them solve them?
2. Give them an easy way to communicate. Think of the app as a communications channel. Make it easy for customers to ask questions, request service and make purchases. Your app also can be a great way to gain feedback and input on future product development. But make sure it’s integrated into the app. You never want to disrupt the one-to-one engagement by sending them off to a Web page for contact information or requests.
3. Keep it relevant. Mobile content not only needs to be relevant to the individual, but also to the medium. Resist the urge to shoe-horn existing content into the new media. Rethink how your audience wants to consume information on mobile devices. Use push notifications to provide relevant and timely information based on location, past purchase, inquiries, etc. Make them feel special by giving them first access to important announcements or new products. Better yet, let them be part of new product development through surveys and beta testing.
4. Leverage native device capabilities. Manufacturers continue to push the envelope with the standard features shipped on new devices, including better cameras, location-based service and more. The more you can use those innate capabilities, the more seamless the experience will be for the user. The same is true for the interface. Every platform has its own user interface and usability guidelines. Use them to provide the best possible experience on each platform.