If we look around us, not many of us will be surprised to note that the mobile revolution is already underway. Today’s consumers continue to switch over to mobile devices such as smartphones and tablets in huge numbers. Today’s businesses not only have an eye on such a revolution, but are also looking forward to cash in on this trend.However, while moving forward with this aim, the idea of cashing in on this boom seems qualitatively fine, but the problem stems from giving a quantitative meaning to this trend and proving to various stakeholders that the ROI indeed exists in a tangible form.
So, while measuring the effect of a mobile campaign, two main factors are usually considered:
1. Whether the mobile campaign has been effective enough to improve customer satisfaction and has it increased the engagement of the customer with the product or service that forms the fulcrum of the mobile campaign?
2. Secondly, can the adoption of the mobile itself expand to outside the consumer sphere and improve the operational efficiency of the organization itself?
The first Concern
As you might notice, the first concern is about the meeting the growing expectations of the customer. As the customers became more mobile, they began to lose access to their desktops and therefore became more reliant on their mobiles to access real time information. Hence delivering the best-in-class customer satisfaction via the mobile platform became more imperative and continues to this day. Hence, while delivering customer expectations to customers, savvy mobile companies noticed that this does improve the ROI alongside. Thus, many industries such as airlines, travel and hospitality have come to rely on mobile apps to deliver customer satisfaction as well as improve the ROI.
Mobile and Organizational Efficiency
Additionally, the power of the mobile is not restricted to just consumer activities and the related arena. Many savvy companies have come to know that mobile can be used as a distinctive organizational efficiency and productivity enhancement tool. Hence mobile is at the top of the enterprise’s wanted list. It has been also noticed that mobile improves worker productivity and it is possible to avoid inefficiencies as well as improve consumer satisfaction.
Thus, although an organization may primarily begin with the improvement of a customer experience and also meet ever-growing customer expectations along the way, a simple way to measure the results the mobile app is generating is via variables such as customer acquisition, retention rate, and lead acquisition. Thus, key performance indicators such as number of app downloads, the number of users and even the number of active users can be calculated.
Thus, while customers are going mobile and are expecting stellar services from organizations as a result, an unintended yet welcome consequence has been the improvement of parameters such as organizational efficiency and productivity enhancement.