Statistics show that Australians have adopted smartphones and tablets into everyday culture faster than consumers in many other developed countries. This means Aussies are increasingly using mobile devices to pay bills, transfer money, catch taxis and purchase goods online. When using a mobile application you expect these transactions to be as easy as purchasing an item in person from a shop. However, with the re-occurring technical blips in today’s app world this consumer channel can be just as damaging for organisations, as it is beneficial. Research supports this notion, with 78% of consumers bailing on transactions or declining an intended purchase due to previous poor service experience.
A superior mobile customer experience will lead to fewer negative comments in the competitive app store and subsequently lead to a higher app store rating. This in turn should generate a greater number of downloads and a higher retention rate of the application itself, yielding higher revenue from both existing and new customers. With this in mind, it is staggering that as many as40% of mobile usershave stated they are dissatisfied with their favourite brands’ apps.
Protega work with various enterprise organisations to enhance their mobile application for users, providing end to end visibility of how their customers are actually utilising the app. If an application crashes, we are able to see in real time exactly what the customer’s actions were before the dreaded crash occurred. Protega can further delve deeply into which operating system is being utilised, which version the customer has updated to, where the user was located whilst using the app and whether similar consumers have experienced similar difficulties.
This unique and powerful search tool allows your organisation to be proactively notified about any metric you desire. For example, if a transaction is taking longer than 2 minutes to process, an email notification can be instantly sent to the relevant individual to analyse the latency issue, speeding up the remediation process. If this remediation process takes too long to fix an app, it leaves customers frustrated and disgruntled whilst ultimately losing money for the organisation through halting their operations. American Airlines provides us with a recent example of this when in April, the company’s pilots’ apps crashed, causing numerous delays to flights.
What we are seeing in the remediation process from numerous companies is a focus on finger pointing and blaming other departments, as no one truly has the knowledge or visibility to decipher where the fault ultimately lies. Was it an issue with the 3rd party SDK? Or was it down to the internal back end services of the application? These organisations are also often unwilling to commit resources or funds to pinpointing exactly what caused the damaging issue. Protega providing this real time visibility removes this challenge and allows organisations to progress with their operations.
This sought after visibility is also a tactic currently being exploited by marketing departments to improve current campaigns. Marketers are utilising the powerful search tool to analyse various metrics, such as; where your customers are using your app, which demographic this correlates with, what users were looking at, how long they were browsing and what else customers may be interested in. This allows the wily marketers to target consumers with tailored promotions that are of deliberate interest to the user. For the aforementioned reasons, marketing spend on mobile is set to explode, with more and more users utilising devices online. This will allow marketers to track the effectiveness of campaigns whilst also comparing them against other channels.
A systematic mobile CX strategy is hugely important to multiple roles within an organisation. Developers save time and money by finding the root cause of the crash quicker, product owners receive an improved product and higher app store rating, marketers are able to build real-time profiles of their consumers and provide tailored promotions, whilst sales are boosted by the increased revenue.
If your organisation has an application in the app store or are planning to release one soon, make sure you implement a mobile customer experience plan to get the most out of the application. And always remember, Protega are here to help!
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