2. Are mobile customers coming to the website in the numbers expected? How is the mobile experience when web browsing your site?
3. How much time are people spending on the website? Are they finding what they want? Are they staying and browsing or just going in and out to do one thing?
4. Are customers taking advantage of the portal for self-service?
5. Why do so many customers continue to choose paper and call the call center versus e-delivery and self-service options?
6. Does the mobile app appropriately support iOS and Android devices? How easy is it to keep up to date with all the changes/updates?
7. Does the mobile app bring together all of your social media and deliver relevant information on a personalized basis?
8. Does your e-delivery platform give customers the choices they are looking for? Has the level of paperless adoption plateaued, and what are you going to do differently to break through to the next level?
As part of the answer, companies are turning to mobile apps. Leaders are now looking at turnkey mobile engagement platforms that:
- Can link up all content from across the different platforms and bring it together in one centralized location;
- Monetize the app via location-based directories, as well as clickable banner advertisements to promote supporters;
- Connect and engage with supporters on a time- and/or location-based manner and touch them via rich push messaging (i.e., video, map, interactive link, etc.), geo-fencing (messaging them when they cross a certain perimeter) and with iBeacons (low-energy Bluetooth transmitter allowing for indoor/close proximity messaging);
- Allow customers to easily pay their bills and get the latest news conveniently and seamlessly from their mobile devices.
Mobile apps should be a component of any business’s communications strategy. While mobile apps may, or may not, lead to increased paper suppression, done right, they can make for a better customer experience and leverage investments already made in your website, social media and customer analytics.
Richard Rosen is the chief executive officer of The RH Rosen Group, a firm that provides solutions to help businesses improve processes and customer communications with the intent to create real, recurring benefits in: cost reduction, electronic payment, shipment tracking and printing/mailing. Contact him at RichR@RHRosenGroup.com or visit www.rhrosengroup.com.