You Need a George Clooney!
"Building and delivering great mobile apps is how businesses are going to engage customers in the next number of years; it is 10 times more likely that a customer will engage with an organisation if they have a good app."
These were the thoughts of Paul Evans, WW Lead Applictaion Trasnformation. HP Global Marketing at HP. Sharing his advice with an audience a the recent AppsWorld event which took place in London, the message was clear that if you build an app for your organisation that is customer facing but it doesn't work properly for the first time, statistics show that the user will delete it. So how does the app deliver a great customer experience? Our Online Editor, Niamh Madigan finds out more...
Today, in order to improve customer service, it all comes down to what businesses are doing online - the trick is not to be annoying but be omni-present. The experience people get over an app is extremely important. An app has to be right from end-to-end - from the first look and feel to the back-end.
HP recently announced a new partner eco-system to create a holistic brand around their enterprise app development.
This partnership will leverage each company's strengths to help businesses build and integrate end-to-end mobile solutions that bridge the gap between consumer and enterprise experiences. The five partners include: customer experience solutions provider Critical Mass, digital engagement services firm Cynergy, digital marketers DigitasLBi and mobile application development vendor projekt202.
Problems HP are trying to solve through their eco system include:
- Skills and Experience
- Design and functionality
- Speed - If you are in any industry heading towards commodity line - you have to work fast
Some questions that came up in a panel session on making apps work in the enterprise included:
Q: The very nature of enterprise APPS is B2B and B2C; how are people placing their bets across different types of mobility?
A: If managers are nervous about BYOD, the successful route to market is through the consumer, in other words learn with the consumer.
The business case for a productivity route is easier when you work B2C as its all coming out of a discretionary budget, B2B is more reliant on ROI.
Over the last 2 to 3 years mobility has been very consumer driven, but in the last 9 months the enterprise has woken up and businesses is have to deliver something valuable to the workforce if they wish to progress.
B2B is harder to do as there are more touch points in the enterprise and it needs to look and feel of a consumer app, but actually connect a whole lot of systems.
Q: What's the most important thing to collect on the deployment side?
A: If the performance monitoring system is not in place at the beginning , it needs to be built in to see what experience the end users are getting and those analytics need to go from the developer through to operation. Being agile is then a key factor to fix any issues quickly.
Q: What is possible for apps developers to do today - what's new?
- Applications are being developed with the user in mind; developers are able to get access to what is happening with real applications through data around the user matrix. They get access to live information coming from applications.
- Gaining access to much more infrastructure in a more direct way;before the world was isolated to writing a native app but more things are being enabled.
- One of the big things developers can work off is the increased interest and engagement from IT departments compared to a couple of ago, when IT was seen as a gatekeeper when it came to the implementation of technology.
- Life is real time and we all expect things to happen in real time. Apps have the ability to be, immediate and compelling in the way they are presented.
- Mobiles have made everything so much easier, businesses should be able to do more in less amount of time.