The truth is – nine out of ten enterprise mobile applications face adoption challenges.
They hence fail to deliver the ROI promises despite the corporate focus and spend. If you want the proof: just look at your smartphone, and count how many enterprise apps are on the first two pages.
Now why does this happen to enterprises/corporations that are on forefront of technology, and are so adept at spinning out applications?
A simple explanation for this is that the corporations/enterprises have inward focus when it comes to delivering mobile initiatives.
Below are a few common reasons why enterprise mobile initiatives fail:
Most corporations miss the “customer expectation” mark when it comes to connecting with their customers via mobile channel. General thought process goes this way – “we’ve delivered a great web experience to customers – so we understand the customer behavior, and can successfully replicate that on mobile..”.
There are two primary reasons for this missed CX mark:
The first reason is the assumption that customer behavior would remain unchanged from channel to channel.
Here is an example: you are OK with seven clicks on Fandango’s website while buying the movie tickets. Would you be OK with seven clicks on Fandango’s mobile app while standing in a long queue to buy a ticket?
The second reason – mobile user experience benchmarks go unnoticed due to the inward focus.
Here is an example. Take a look at the apps below – these are the ones we all use three to five times a day:
Static, rigid, and somewhat non-relevant, isn’t it? The disconnected experience itself becomes the barrier to adoption. Such experience results in to disengaged customers, and they seldom return.
Question then is,
why do corporations miss the expectation mark, and do poor job of delivering the relevant experience on mobile?
The foremost reason is that they rely on tools that are available to them. A corporation’s first choice to to look at the inventory, and deliver mobile apps on the same set of APIs that they used to deliver the web experience.
The truth about the “existing APIs” is that they are designed to deliver the web experience. They seldom deliver optimal mobile experience. These platform APIs are designed to be transaction centric, and do not include many “experience” features. As a result, you end up building hybrid/responsive web pages that simply don’t deliver the relevant experience that the users behaviorally expect. Attempts to deliver native apps prove too costly, and they neither ensure adoption, nor the ROI.
This highlights the gap in enterprise mobility today.
We lack a platform that would benchmark the enterprise mobile customer engagement experience.
We need a platform that connects the enterprise ecosystem to the mobile platforms, and allows for seamless information exchange while delivering the relevant behavior that users expect on their smartphone.
goDeskless’s mobile CEX (enterprise Customer Engagement eXperience) platform is designed to deliver this “enterprise mobility nirvana”.
With over 80 plug-ins to deliver rich, and superior customer engagement experience, and facilitate information exchange from the backend ecosystem – goDeskless significantly cuts time-to-market for the enterprise mobile initiatives, and delivers the experience to the users that is relevant and expected.
CALL TO ACTION:
Review your enterprise mobility initiatives, and evaluate them on three simple criteria: