According to survey respondents, apps that target customers and apps that serve specific roles in the company offer the greatest impact on productivity and ROI.
Given the emphasis on custom apps for enabling particular business processes, it’s not surprising that apps serving particular roles in the company are also high priority. One question that deserves further research is exactly which roles are being enabled with mobile apps.
Apps for customers can increase revenue in multiple ways, including multichannel interactions. Walgreens found that customers using their app before store visits spent four times more than those who just visited the store. Customers engaged via the app, online, and in the store spent six times more on average.
Role-specific apps, such as sales apps, may indirectly target customers. Cisco’s SalesConnect offers sales a one-stop shop for everything from trending products to contracts to videos. The app lets sales answer questions like, “What’s the Internet of Everything, anyway?”.
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