Now that we’re more than a decade with smartphones as hands, the battle in organizations over, “Do we need an app?” may still rage on. While it may tamp down to a smolder, here are a few ways to consider, or reconsider, if your business needs an app.
- An app should be your easy button. Successful apps are just that because they’re a virtual extension of your arm; completing tasks in the digital world. Quickly paying bills, having food delivered to your door, getting a ride home, apps make life EASY. Would an app make your customer’s life easier or differentiated from your competition? On the flip side, would an app for your employees increase productivity or reduce friction with customers?
- Mobile web may work, too. This is a tough one, as there are native device features that are great for apps, but may not be as easy to integrate into a web page (ApplePay and Apple Sign-on are changing this). However, even brand loyal customers will likely have visited your web page before they download your app. The exceptions are app-specific companies, like Uber and Snapchat. The average customer won’t download the Starbucks app to find the closest café, but to reorder, pay and pick-up, YES for convenience.
- You should support the big two. A successful app requires at least two code bases; Android and iOS. Maybe you only need one over the other, but it’s likely at some point you’ll want or need to support both platforms. You may need two development teams or agencies, as well as the devices to support development, QA and feature analysis. While coding mobile web for multiple browser compatibility is just as important, HTML and CSS is easier to manipulate nearly on the fly by one strong dev. Mobile web may work for you.
- Supporting customer support. New channels bring about new training for your customer relations teams, front-end employees and staff. How do you delete an item from your cart? How do you use the camera to create a filter? These are new questions which will arise as customers experience a new channel. How will you respond to customer app store reviews (you definitely should respond, by the way)?
- 3, 2, 1 Launch! You’ve invested in a new app, now what? While customers may search for your app within the respective app store, it’s unlikely your brand loyal customers, with any kind of regularity, are searching the stores more than once and then done. A Go-to-market plan for your app is equally as important as a new product launch and your organization should rally around it with the same gusto.
For more information on building a new or updating an app for your organization, feel free to drop a note in the comments or reach out.