How Mobile Is Taking the Reins on Customer Engagement
How Mobile Is Taking the Reins on Customer Engagement
When it comes to attracting and retaining customers, increased engagement is the Holy Grail for many sales and marketing teams. In the last year, customer engagement has become such a priority that many businesses have reported it will overtake productivity as their primary driver of growth. This means that sales and marketing teams will be working closer than ever to find new and innovative ways to engage with customers across multiple touchpoints.
As the consumer and enterprise gap continues to close, enterprise is adopting mobile apps to foster collaboration between employees and increase productivity and interaction with customers. As mobile devices and applications become commonplace in the workforce, here are four ways they can help drive customer engagement.
Focused content and solution dashboards
As the enterprise adoption of mobile computing increases, employees are undoubtedly going to get a myriad of app solution options on top of the content they already consume for work. How can you make distributing, consuming, and collaborating on content an enjoyable and beneficial experience for customer-facing employees? With mobile applications that connect everything from content to other workflow-specific apps, employees can streamline content distribution across different company units and refocus their content efforts on solutions that will bring the most value to customers.
Simplified work process means more face time
Enterprise apps are a promising tool for business users looking to simplify their work life. Organizational apps like Tempo take the stress out of scheduling by serving as a personal assistant for managing meetings and appointments. Features include a smart calendar, intelligent data technology, and capabilities like being able to quickly send documents and communicate with attendees. Some apps, like MobileDay, are there to simplify more singular tasks, like ensuring you will never miss a conference call by providing one-touch dial-in.
Since all business data is stored in a central system, the man hours originally needed to manage materials can be freed up for more productive tasks. Sales can shift their time away from doing mundane organizational errands to undertake more valuable efforts, such as fostering customer relationships. Enterprise apps create simplified, functional business processes that help organizations focus more of their attention on the customer.
Anytime access leads to better customer service
Gone are the days when sales reps had to lug around piles of paper and marketing materials. Now road warriors can have anytime access to all business collateral through one device. Armed with the latest and greatest content, sales reps can be confident that they'll have all the materials they need to better communicate product value to their clients.
This also gives sales reps the ability to better serve customer needs, even when there's no Internet connection. A mobile enterprise app linking remote employees to the company database gives sales reps the ability to respond quickly to client concerns. When a client needs more information, the sales rep can swiftly tap into the database through the app and pull out additional information. For industries where data is constantly changing, a mobile app stays up-to-date with real-time figures. Clients can also request to have documents sent to them on the spot, to be viewed on their own time. For urgent updates, productivity apps like CloudOn make it easy to create, review, edit, and share Microsoft Office documents on-the-go so all employees have access to timely and accurate information.
You only have one chance to make a first impression
Enterprise apps create great first impressions. A tidy sales rep carrying the minimal amount of materials will seem poised and confident. When they pull out a tablet to go through marketing materials, their audience will be more visually engaged through a customized app indicative of the company's colors and logos. Through a user-friendly interface, clients can interact with the app—scrolling through data, zooming in on visuals, or clicking on interactive features within a presentation.
By collaborating with in-office employees, they can manage problems and accommodate client needs during meetings. Software apps like DocuSign and Adobe Reader aid the transaction of documents, contracts, and materials so clients can fill out forms and give their signature on the spot.
By creating a dynamic and immersive sales process, businesses can increase real-life engagement and give clients a more personalized experience. Additionally, mobile is measurable quickly and collects impactful data in real time. Deep analytics can record trends, sales performance, and customer preferences that will be used to improve the customer experience in the future.
The main business drivers for adopting enterprise apps, according to The State of Mobile Apps survey, are enhancing customer engagement and increasing competitive advantage. The future business model will focus on building personalized, human relationships between the customer and the company, and enterprise apps are poised to bridge this gap between constituents in a mobile world.
Jessica Valenzuela is the VP of growth at Taptera, where she is in charge of growth channels and innovative market categories.