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Mobile CXM: How to Leverage Mobile Solutions to Meet Customer Experience Expectations

Customer experiences are not limited to a website or social media or email. Every customer touch point matters and provides an opportunity to meet and exceed customer expectations. You could say that for most online touch points — customers are using smartphones or tablet devices more, making it all the more important that whatever format you use to connect with your community is mobile-friendly.

While there are ways the enterprise can leverage mobile solutions to meet customer experience expectations, we find it’s often more effective to show and tell what some companies are doing.

Creating Enterprise Mobility 

Previously we highlighted Verivo for its innovative approach to mobile app development within the enterprise. To learn more about how Verivo helps companies leverage mobile to provide access, flexibility and well, mobility to their employees and customers alike, we spoke with Todd Christy, CTO at Verivo.

First and foremost, Verivo lets companies build mobile apps five times faster than traditional methods. Additionally, there’s no nuanced code to update or laborious app update submission process — all designed to help businesses connect to back-end systems while providing a diverse user experience on the front end.

Verivo calls itself an enterprise mobility company and, as such, its customers use it to create apps that help them do more in more places. Whether it’s a conference app with access to real-time information about sessions, speakers and networking events, an app that helps tourists and residents alike get the most out of their state parks or a financial app that lets users get anytime, anywhere access to banking information needed to help make smart, informed decisions, companies are finding many reasons to connect with their community through a mobile format.

Mobile Enterprise Meets Mobile Consumer

Yet, having a mobile app is just part of the mobile engagement puzzle. Being able to provide a mobile app that adds value is the other part. The consumerization of IT has raised expectations. Whether your end user is an employee or a prospective buyer, everyone has consumed information easily online and won’t tolerate slow load times or poor user design. They will find a way to get what they want, with or without your app.

Christy says that the line between apps for the mobile consumer and the mobile enterprise have blurred considerably, thanks in part to apps that empower productivity personally and professionally. App functionality for Flipboard, Instagram and DropBox have inspired similar capabilities. The ability to take photos, save files to read later and convert documents to PDFs are popular actions and are showing up in a variety of apps across the enterprise.

As mobile becomes more prominent, companies are becoming more in tune to the mobility needs of their users. For customer-facing apps, it might be necessary to develop an app that works across operating systems. However, Christy says that some companies are focusing only on iPad apps, reflecting the prominence of the iPad as an enterprise tool as compared to other available tablets. And it makes sense — if all your workers are issued an iPad, there’s no reason to create an Android app.

Creating a Mobile Signature

A few months ago, we highlighted how Adobe’s Echosign integration with salesforce.com was enabling Groupon UK to close contracts faster. We turned once again to Adobe Echosign to show how its integration with Mobile Reader has made it possible for users to  e-sign any document opened on a mobile device.

Like on the EchoSign web app, users can e-sign freehand with a mouse or type their signature, fill in and save forms (a first for a free Adobe PDF product) and send out for signature via EchoSign. And both mobile and desktop readers will remember and save your signature for next time.

E-signatures may seem like a low-tech way to improve the customer experience, but you’d be surprised how many companies make it especially hard to submit documents that require signatures. Just the other day, I was submitting an online application to open a checking account, but couldn’t complete the process without having to print and mail in a signed contract. With the e-sign app and capabilities, signing documents is considerably easier and more efficient.  

Keep it Simple, Keep Users Moving

Sometimes it’s the little things that can make the biggest impact on the customer experience. Eliminating even one step from a complicated process can be enough to keep users engaged. Additionally, making it so engagement can be managed just as easily is just as important. Mobile apps may help users be more productive, but if it takes months (or years) to build or update, it’s not worth the extra time and money. Thanks to solutions from Verivo and Adobe Echosign, for example, companies can leverage mobile in simple, cost and time-effective ways that enhance the mobile customer experience.

 
 
 
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