Just in time for the holidays: a summary of my new Gigaom Research report, Managing The Complete Customer Experience: Encouraging Engagement With Mobile And Apps, and a special offer to collaborate with Gigaom Research, which I am extending to the MobileGroove community in Europe.
With a fast-growing and appealing customer base now utilizing mobile devices — and specifically mobile apps — in every step of their daily routine, companies are in a race to harness the power of mobile apps to increase efficiency, control costs, improve customer service and encourage lasting loyalty and engagement.
Over half (57 percent) of CIOs say that mobile devices and apps are either a high priority or essential to their strategic agenda. Overall, mobile services and mobility rank fourth among the Top 10 CIO priorities for 2013, according to a 2012 National Association of State Chief Information Officers survey.
This dovetails with the 2Q13 Enterprise IT Buyer’s Survey conducted by GigaOM Research. When asked to identify the business applications they support for their mobile workforce, buyers revealed communications and productivity applications dominate with e-mail leading the pack.
Mobile apps engage customers
Read between the lines, and it’s clear that enterprises no longer consider mobility as the last step to implementing a business application. Instead, they see it as the first and crucial step to developing and deploying a comprehensive and effective strategy to empower users and engage customers.
Against this backdrop, mobile apps are becoming the business tool to re-imagine the customer experience, as well as super-charge sales and service channels.
To help organizations across all verticals stretch beyond achieving purchase funnel goals I have developed a new model I call the Interaction Cycle (Connect, Communicate, Transact). My new Gigaom Research report discusses these key steps and identifies the fundamental processes (Moving Parts) organizations must manage to deliver a good mobile app and a great customer experience.
I also draw from case studies (BT Financial Group, Carol’s Daughter, Wix) and review solutions (Avoka, FunMobility, Twilio) to show how organizations can (must) remove friction and streamline the customer experience.
This report examines:
- The key customer activities/experiences organizations must enable and manage to drive positive results and lasting loyalty.
- Why an app download or install is a flawed KPI, and why app engagement is the end-game
- Key technologies and solutions that organizations can harness to reduce friction and address increased customer demand for flexibility, usability and seamlessness.
- Do’s and don’ts of managing the customer experience delivered by mobile and mobile apps at each stage of the Interaction Cycle.
Good news for European community valid until December 15
This new report makes it official!
I have teamed up with Gigaom Research as a leading mobile analyst.
I am excited to be a part of this growing and global organization, which consistently delivers 900+ high caliber reports a year on emerging and disruptive trends to its 6.5 million (!) member community of executives and influencers.
In collaboration with Gigaom Research I have special offers and pricing, enabling your European organization to collaborate with Gigaom’s analysts, including myself, via the Thought Leadership Program. These offers are good until December 15th, so reach out to learn more about the program.
Please drop me an email firstname.lastname@example.org and I will connect you with Gigaom Research’s Senior Sales Director Marlon Wurmitzer for more information.