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Mar 30, 2015

How to Avoid Wasting Money on Enterprise Mobile Apps

Enterprise mobile apps can drive heightened employee productivity by enabling workers to get work done wherever and whenever they’re able to. But mobile apps will only generate payback if there’s a clear business case for their deployment and they’re actually used by mobile workers. To help drive mobile app adoption in the enterprise – and, subsequently, positive ROI for enterprise mobile apps – treat each app deployment like a campaign. Start by defining the objectives – is the mobile app intended to meet a need that’s been articulated by a work group or a department? Has an opportunity been identified to improve work processes, employee/team output, and/or efficiency through the deployment of a targeted mobile app for a work group such as field service workers or sales reps? Once the goals for your enterprise mobile apps have been defined, draft a business model for each app and choose a single measure of success. As a starting point, determine whether there is a specific business or operational problem the mobile app is intended to address. Does the app address an articulated need among employees, contract workers, and other stakeholders that will drive usage and adoption? From there, select a single metric to gauge success (e.g. the cost of an app against the number of active users; increases in customer lifetime value or conversion rates from the use of a mobile sales app; changes in employee/work group productivity, etc.). Of course, in order to achieve ROI with enterprise mobile apps, it’s critical to gain buy-in from the people who will be using them. A “build-it-and-they-will-come” approach won’t cut it. It’s essential to actively rally mobile workers (employees, contract workers, business partners) to the cause using clearly-communicated messaging through town hall meetings, senior leadership email memos, one-on-one meetings and other forums. Actively solicit worker feedback to determine their state of mobile readiness, geographic location, role, and other factors that can impact usage. From there, administrators can collect feedback, track engagement, gauge adoption rates, make changes to apps where needed, and evaluate ROI. As part of these efforts, analytics tools can be used to measure and respond to each user touch point along the app download and usage journey. The insights gleaned from this analysis can be used to identify opportunities for training, proactive support, UX enhancements, and other steps that can be taken to increase app usage and drive revenue, efficiency, and productivity gains.


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