It’s no secret that enterprise apps – and mobile apps, in particular – are powerful growth drivers for businesses. That one small device, the mobile phone, is an excellent way to manage your customer relationships and add extra value to the products and services you are selling.
Creating extra value is not that simple but if you have a few years of experience working on enterprise projects behind you, then you know that there are always innovative ways to impress customers with cutting-edge features and experiential delight achieved by great UX design.
An important element of adding quality to an enterprise app is enhancing the service element. In a way, this is the SaaS concept enlivened by targeted UX pathways which follow the journey of your typical customer with empathy, interest, and curiosity. You cannot deliver an excellent product if you do not walk a mile in your customer’s shoes, learn about their pains, and solve their problems with creative solutions.
Focus on mobile and master UX by getting out of your head, and, in turn, out of your business model. Project owners tend to get stuck in an established way of thinking, only because it brought success in the past. Although you shouldn’t completely throw away the motto “If it works, don’t change it,” you need to constantly reinvent your mindset as you gather new data from the interaction with your customers.
Why Enterprise Apps Are Crucial for the Success of Fortune 500 Companies
If you are still not convinced that a mobile app is a way to go for an enterprise, take a look at the following metrics:
- Conversion rates for mobile apps are 3 times higher compared to mobile websites.
- A customer who has downloaded an e-commerce app is 40 percent more likely to buy more goods from the same brand.
- Enterprise apps can increase employee productivity from 20 to 40 percent.
- Apps take up to 89 percent of mobile media time.
- 58 percent of millennials prefer shopping through an application.
These numbers clearly demonstrate that mobile apps have many advantages over desktop apps and responsive websites to attract, engage, and retain customers.
‘At least one mobile app’ should be introduced as the next mandatory slogan for enterprise companies. If successful enterprises are to follow the examples of their predecessors or those who regularly appear on the Fortune 500 list, they should consider that mobile apps have driven 40 percent of the profit to get them there. An enterprise app is a must-have if a business wants to remain at the top.
How to Reframe Enterprise Apps
As a general rule, apps that target consumers are different from those that help an enterprise grow its business. When we speak of enterprise apps, we usually think of productivity tools, client relationship management (CRM) software, email automation solutions, and collaboration platforms.
Most enterprise apps include several software components necessary to manage staff, boost productivity, manage marketing strategies, strengthen cooperation among team members, provide business process management (BPM) support, as well as enable several streamlining and operational tools, which are often brought together under the umbrella term ERP (Enterprise Resource Planning).
Sometimes, enterprise apps are custom legacy apps that embrace the company culture or brand. Alternatively, they implement rich revenue models and a variety of platforms. However, getting noticed in the app stores in a conventional way is not as easy as it sounds.
With such a business focus, the user can dissolve in the background as the needs of the enterprise take precedence. Nevertheless, enterprise app development can still take a customer-centric approach and thus help top-performing companies keep the momentum while they continue to stand out on the global digital market. Ultimately, a key benefit from enterprise app development is creating a better experience for the customer.
An important aspect of enterprise apps is connecting a large group of people in a business enterprise. However, the proliferation of so many customer-oriented enterprise solutions is evidence that an app can do so much more for a business. How can you add extra value to the conventional enterprise app?
Treat everyone as your customer.
There is an important distinction to remember here: a customer is any person who interacts with a business. Staff can be customers, clients can be customers, and business partners can be customers. In the scope of developing a large-scale enterprise, there is a very small margin for making errors in critical client relationships. Therefore, enterprises should treat everyone as a customer and follow a successful pattern of developing mobile apps with an individual user focus.
Treat data as treasure.
Enterprise app development helps companies become capable of collecting a large volume of customer data, both via new projects and from already installed apps. By developing upfront market research and user interviews, and by asking customers about their biggest pain points, an enterprise could unveil new solutions to old problems via direct consumer input. Once a consumer downloads and starts interacting with a mobile app, a company gets a continually replenishing well of information accumulated from previous searching and shopping habits, as well as a chance to tailor ads according to these specifics.
Focus on improving service.
Conventional enterprise app development integrated mobile and web applications a long time ago. It’s almost impossible to imagine a functional business intelligence platform that is not supported by a mobile app, particularly since the SaaS concept is dominating the enterprise sector.
Develop new ways to communicate.
Mobile app developers are continually filling the app stores with applications that match their web counterparts. However, this is not the only way a leading company can benefit from a mobile app. The workplace has become more dynamic, offices have relocated to remote locations, and many field workers, for instance, in manufacturing and sales, need an app to stay engaged in what is happening centrally.
From a general standpoint, business users expect to interact with a mobile app in the line of their work just as consumers expect to interact with a mobile app for their favorite brand. Just because an enterprise app is most likely an internal tool does not mean UX/UI best practices should be compromised.
Fill the multichannel gaps.
Another argument that could nudge enterprises into getting their first mobile app is the advancement of the Internet of Things (IoT) technologies. The IoT provides an opportunity to bridge the gap between a physical and a digital world, and meet the requirements of the increasingly popular multi-channel shopping experience.
Enterprise app development allows for integrating multiple touch points created by IoT sensors into the mobile app business model. Consequently, companies have a widened scope of potential customer outreach. Overall, there is no other mechanism with that many customer engagement channels, which are functional online and offline, and on every location, such as the mobile app.
Customer focus is on an ever-increasing upward trend. Each customer is becoming more important as companies occupy the digital marketplace, consumers shop online and in-store, and the line between a physical and a digital shopping experience gets thinner. To say that mobile apps are popular is an understatement – apps are everywhere as the perfect provider of omnichannel customer experiences.
Brands and businesses that aim to be taken seriously as market contenders have at least one enterprise application. From a holistic marketing perspective, the smartphone is becoming irreplaceable not only for personal use but also for enterprise applications.