The 3 Key Trends in Customer-Facing Enterprise Mobility

Despite the need to introduce mobility into the daily workflows of employees as a core component of any competitive business strategy, organisations must also view mobility as a channel through which they can transcend conventional methods of engagement with their customers and clients.

The power of mobility provides companies with almost limitless opportunities to not only reach their customers, but also to better understand them, on previously unthinkable levels.

By deploying mobile apps which customers use and regularly interact with, enterprises are able to measure their business performance and reactively adjust their strategies in an extremely high level of detail, whilst remaining at the front of their targeted audiences' minds, through mobile devices that occupy hours of their daily lives.

According to the 2014/15 Global State of Enterprise Mobility Report, customer loyalty and retention was cited as one of the most beneficial advantages of mobility in a business, cited by 28.6% of respondents, followed closely by improved sales results with customers, which was cited by 23.2% of respondents.

Clearly, it is crucial for modern organisations to leverage customer-facing mobility initiatives for business development and success, by regularly communicating with existing customers, proactively reaching new areas of the market, driving additional revenue streams and championing their brand.

To better grasp how to do this, we've collected three trends related to customer-facing Enterprise Mobility which can help organisations optimise their efforts and achieve their goals:

Data and Insight

One of the key benefits of customer-facing mobile apps and services, and consequently one of the most important features enterprises should look to leverage, is the data and analytics which are available to provide unprecedented insights into the personal preferences of the users.

Companies can gain invaluable understanding of their customers by analysing the behavioural patterns which emerge from the collection of mobile data. This can range from common physical locations to buying habits, but should all be treated as important to the process of improving the offerings of the business, and achieving the desired results from the decision making processes of customers.

Once this understanding is in place, the mobile experience of the company's apps can be personalised to optimise the customers' interactions, delivering the content to improve marketing impact, drive sales and also keep customers satisfied.

User Experience

Unsurprisingly, customers will not be interested in using a mobile app if it is inefficient, confusing, frustrating or illogical in any way. Therefore, companies must ensure that every time their customers access and use their mobile services, the resulting experience is a positive one which will maintain and nurture the B2C relationship.

Ensuring this will relate to many aspects of mobility such as the user interface, the intuitive capabilities and features, the speed of the app and many more critical factors. This also means that apps should ideally be compatible with multiple operating systems and device models, to ensure the farthest reach possible in terms of the highly fragmented market.

Mobile customers have an extremely low tolerance for negative experiences, and must be given the seamless ability to access the information, services or products they are seeking in a mobile context in order to remain engaged.

Adding Value

Regardless of the brand, company, service or product, in order to succeed with customer-facing mobile projects, the organisation's applications must provide users with otherwise absent value in order to achieve adoption. As with enterprise applications, there are many complex processes which contribute to developing a high quality app that people will want to use, but the consumer-level expectations are that the app will deliver a great deal of value.

To ensure this, the approach to mobility should put the customer first, and the brand second, ensuring that the needs of the user in relation to the company's services are at the forefront of the development and availability of the mobile services.

If a mobile app can help users achieve their goals faster, easier and in their desired remote locations, it will stand a much higher chance of being widely adopted by the customer-base, and will consequently be more likely to deliver ROI for the business.