Enhancing the Mobile Experience
Strategies for Improving the Mobile Experience for Customers, Employees and Partners
July 25, 2012
Shweta Darbha
Share this

While the consumer mobile market is exploding, the corporate world also has advanced far beyond the era of executives just using Blackberry devices. Today, numerous internal and external audiences are using a variety of mobile devices to access business services that increase efficiency and productivity by enhancing communication and collaboration.

Unprecedented changes in the economy, telecommunications and hardware - not only in the mobile space, but also in storage, computing and networking - have required organizations to adopt mobile strategies that enable them to compete, succeed and grow in the fast-evolving environment where not only customers but also partners and employees are accessing services and collaborating with smart devices.

This article will explore strategies to enhance the mobile experience for three of the key audiences that regularly use mobile to engage with businesses: Customers, Employees and Partners.

Customer Experience

Given the evolution in interaction from face-to-face, call center and website to mobile websites, commerce and applications, the challenge in managing the customer experience lies in creating consistency.

Customers are increasingly engaging with businesses through mobile devices, so it is imperative that applications be compatible and support the customer experience within a limited and often touch-based interface.

Organizations need to have a clear strategy for three possible modes of customer engagement through mobile devices:

Websites: To support customer access via mobile devices, organizations need to revisit their site layout. This includes creating a clutter-free, fast-loading homepage, easy navigation and relevance of content to optimize it for mobile devices, since the customer is limited by the mobile device’s small screen and may not be stationary.

For example, while the Google home page is perfect for any device, Facebook is struggling to get it right on mobile devices.

Mobile Commerce: Gartner rightly predicts mobile commerce as one of the high-growth trends for 2012. Organizations need to have a holistic approach toward mobile commerce; this includes adopting M-commerce options by enhancing their customer interfaces, improved security measures and mobile payment integrations.

Even for ecommerce giants like Amazon or eBay, enabling M-commerce has required simplifying their processes to be simple one-click transactions with an optimized mobile interface.

Mobile Applications: Mobile applications have gained ground in the last few years, evolving into consumer-driven business propositions. Organizations should offer a clear value proposition to customers - the goal should be to have customers consider their mobile application among the top 10 applications on their device.

Employee Efficiency

With more and more employees now possessing smart mobile devices, organizations can leverage this 24/7 availability for their advantage. It is imperative that organizations consider applications that enhance productivity, efficiency and collaboration.

With employee collaboration solutions like Chatter (Salesforce.com), location-based apps and mobile workforce automation solutions, organizations need to have well-thought-through strategies to provide secure access to these mobile applications.

The adoption of mobile applications for enterprise users is on an upward swing with organizations adopting some of the mobile applications for employees in the areas of contact management, remote document access, location bases applications, invoicing applications, sales force automation, time tracking, order management and payment/expense management

Some of the key benefits that can be derived through use of mobile business applications are:

- Mobile access to real-time customer data that can help a sales force make more informed decisions

- Improved and enhanced customer service

- Enhanced sales conversion with real time broad collaboration

- Reduced organizational silos

Partner Collaboration

Regardless of whether an organization is in retail, manufacturing, banking or financial services, partners – which can broadly include as suppliers, distributors, franchises, and service and solution providers – communicate and collaborate with enterprises in different capacities to drive mutual success.

Organizations have honed processes to collaborate with partners by leveraging best practices to reduce waste and cost, improve efficiency, accelerate turnaround and increase profitability. The mobile revolution can prove invaluable to enhancing the way partners collaborate with enterprises.

Here are a few examples of partner enablement:

Inventory/Stock Management: Applications can bolster inventory management by ensuring everybody is working with the same information.

Insurance Applications: Working in partnerships with independent agents can improve efficiency and customer service by providing agents with applications to upload documents, receive profile information and premium calculation.

Payment Management: Partners can work together and negotiate invoices, expenses and payments by leveraging M-payments.

Final Thought

Mobility is evolving at a much faster pace than the traditional Internet, bolstered by countless changes in social communication, economic upheavals and advanced technologies. Organizations that address this change with a knee-jerk or "me too" reaction will only end up consuming resources without returning tangible or intangible benefits, while creating major headaches for infrastructure managers.

On the other hand, those organizations that take a 360-degree approach to their mobile device and application strategies can enable a quality end-user experience that enhances collaboration within the organization and with partners, improves efficiency, increases sales and revenue, and enhances customer loyalty.

ABOUT Shweta Darbha

Shweta Darbha brings nearly a decade of experience in IT, business consulting and product management to her role as a Product Manager for CA Technologies. She has served many leading IT services and product companies in the IT infrastructure and network management, financial services, retail, airlines, and manufacturing domains, focusing on customer relationship management (CRM), customer data management (CDM), marketing and customer loyalty.

Related Links:


3 Key Factors in Next-Gen Network Management

Share this

The Latest

August 13, 2020

Retail companies typically start planning and testing in August and freeze code in September, but — according to a new survey commissioned by Catchpoint — due to COVID-19, most respondents (58%) are starting their planning and testing earlier than before ...

August 12, 2020

The outsourcing of IT infrastructure to a dedicated provider can make it difficult for organizations to understand where and how their operations are running and can become a breeding ground for misunderstanding and myths. To help clear up some of these myths, I've put together a guide to support organizations in the decision-making process and help them understand whether moving to the cloud is the right option for their business ...

August 11, 2020

Rapid adoption of cloud services, widespread use of SaaS applications, and reliance on the Internet has created business continuity risks for enterprises, according to the 2020 Internet Performance Report: COVID-19 Impact Edition from ThousandEyes ...

August 10, 2020

In Episode 2, Jonah Kowall, CTO of Logz.io and former Gartner Research VP, joins the AI+ITOPS Podcast to discuss some of the hottest topics in ITOps today, including AIOps, Open Telemetry, Observability, and the challenges of Big Data in AI ...

August 07, 2020

Dennis Drogseth, VP at EMA, on the AI+ITOPS Podcast: "Digital transformation ... and the need for IT to enable digital business outcomes, is greater than ever, and all the tools including AIOps and automation ... are critical in making the difference ..."

August 06, 2020

Most organizations (75% of those surveyed) find the need to upgrade outdated infrastructure and invest in new technologies, according to the State of IT Infrastructure 2020 report from Wipro Limited ...

August 05, 2020

Application or network downtime is expensive, and given the growing numbers and types of high-availability and mission-critical applications, systems and networks — and our increasing reliance on them — ensuring consistent access to mission-critical applications is essential for ensuring customer loyalty and keeping employees productive. Businesses must recognize that applications availability depends on the network and implement a strategy to ensure network-aware application performance monitoring ...

August 04, 2020

Business leaders around the world are comfortable and optimistic about the broad scale shift toward remote work, according to the Riverbed Future of Work Global Survey 2020 that included 700 business decision makers, however findings also indicate the vast majority of organizations were not well prepared when the COVID-19 pandemic began ...

August 03, 2020

APMdigest and The Field CTO joined forces to launch the AI+ITOPS Podcast. The mission of the podcast is to discuss the struggles faced by ITOps — such as digital transformation and the need to keep IT services "always on" — and explore how AI/ML, AIOps, APM and other ITOps and DevOps technologies can help. Episode 1 features guest Dennis Drogseth, VP at Enterprise Management Associates (EMA) ...

July 30, 2020

One of the most frustrating experiences for website visitors is a slow, unresponsive website. Worst-case scenario, a web bounce causes prospects to permanently bounce from your company. In an effort to help companies improve web performance, Google launched the Web Vitals initiative in May and announced three new search engine ranking factors ...