Mobile First: How to Build a Portal to Better Customer Relationships With Mobile Apps
5. Don’t forget the fun. Any relationship can get stagnant without a little romance. Surprise your audience with something unexpected. If you got them to engage with an AR experience, don’t stop there. Keep delivering interactive experiences, whether it’s AR or gamification. Consider integrating social media to create a community atmosphere. Or use the app to infuse some fun into an annual user group meeting or industry event.
Customers Will Expect More
A mobile app isn’t something you can release and forget about. It will need to be updated on a regular basis, not only to keep up with latest device operating systems and new capabilities, but also to continue adding value to the customer experience. Pay attention to app analytics so you can measure your success. Determine which features customers are responding to. Understand how well you’re doing at solving their problems. Look for ways to optimize over time.
Remember, the new mobile reality has raised your customers’ expectations. Once you start using the medium, you need to plan and deliver all content with mobile in mind. Your customers will continue to expect new and interactive experiences. Marketers must always be thinking about new ways to engage, connect and delight.
M.J. Anderson is CMO at multichannel marketing firm, Trekk, Inc, and is filling in for regular Mobile First columnist Fernando Espejel. Reach him at firstname.lastname@example.org.