Everyone Went Digital During Lockdown – Did Your Mobile Experience Improve?
Many people have found themselves spending more time on their smartphones these days. Lockdown orders and social distancing have driven an increased dependence on smartphones across all facets of daily life. If your company isn’t capitalizing on this unique opportunity, it may be time to assess your digital maturity. Before you try to kickstart a ‘digital transformation’ initiative, it’s imperative to know where you’re starting from.
Mobile App Usage Has Surged During Coronavirus
According to a recent study, consumers spent 1.6 trillion hours on mobile devices in the first half of 2020. If you think these people are just watching Netflix and checking updates from the CDC, think again. Within that same time frame, business apps saw a 220% increase in usage time. Smartphones have become truly become a lifeline, not only for work but also for play. With a 10% increase in spending from 2019, consumers spent over $50 billion globally from January-June 2020.
COVID-19 has disproportionately impacted companies across industries, but there may be a silver lining through an unexpected channel even among those hit the hardest. Mobile applications for both B2B and B2C have seen unprecedented download increases amongst both existing and new customers. According to TechCrunch, Q2 of 2020 saw an all-time high number of new app downloads, almost 35 billion.
If your company isn’t capturing any of these hours or dollars, it’s likely time to reassess your digital maturity by downloading this Digital Maturity Evaluation Tool or SBI’s most recent report. Unfortunately, despite many executives claiming customer experience is a top priority, mobile applications, especially B2B applications or any app with a business use case, tend to fall short of customer expectations. In fact, only 22% of consumers think mobile experience is good.
How Does Your Mobile App Stack up?
A true assessment of your mobile app is more than just the number of stars in an app store. Indeed, there are several critical feedback sources that should be taken into consideration.
- Direct Feedback from your customers; via reviews in the app store, feedback forms within the app, or interactions through any contact channel (in-app support, live chat, email, phone, etc.). A cross-departmental feedback loop is critical to ensuring that feedback received across departments makes it back to the team that can action the feedback. For example, direct feedback about ease of use shared with a customer success manager during a quarterly business review should make it back to the product team.
- Mobile Analytics obtained through download data, usage data, etc.—every keystroke tells a story. Time and action are two key components here. For instance, do users spend a disproportionate amount of time on one page of the form fill? When users try to use a promo code, are those orders frequently abandoned due to error codes? These analytics are key quantifiers to qualify the verbatims received in direct feedback.
- Revenue Measures are most directly measured as increased in-app purchases and the customer journey that originated in the mobile app. Have you seen an increase in digital lead sources? Do leads from the mobile app convert higher than those on the website? Likely so because a prospect downloading your app is a higher indicator of purchase behavior than perhaps a prospect accidentally hyperlinking to your website.
These three foundational sources are certainly not an exhaustive list of the many metrics you could use to measure the success of your mobile experience, but rather key considerations for your strategy.
Does a Great Mobile Experience Equal a Great Customer Experience?
Measuring customer experience as a whole can be challenging; as my colleague Andrew Urteaga recently wrote, Organizations with more than $1 billion in revenue have 40 plus CX measurements. Unfortunately, many smaller sized companies without the same internal resources try to measure the same amount of metrics. Typically, companies tend to fall victim to one of two pitfalls:
- Trying to measure everything: Quality and quantity go hand in hand when it comes to selecting the most representative metrics for your customer experience. Many metrics that make sense in B2C aren’t the right fit for B2B; or attempting to translate metrics across digital and traditional channels.
- Not measuring what matters: Perhaps a company is hyper-focused on why in-app conversion rates are so low, but without considering customer effort score. If it’s too difficult to make an in-app purchase, it’s not a matter of sales process but rather usability.
It’s absolutely critical to have a holistic view of your customer experience. In order to do that, it’s important to take on stage-appropriate initiatives based on your company’s digital maturity level.
Are You Ready to Assess Your Digital Maturity?
The first step is an accurate assessment of your digital maturity. Start by downloading SBI’s Digital Maturity Evaluation Tool and the most recent research report to ensure you truly understand your digital maturity, drivers, and deployment across four key functions:
- Digital Channel Execution
- Digital Customer Journey Enhancement
- Digital Process Optimization
- Digital Sales Enablement
In this new normal, people will continue to rely on their smartphones for communication, shopping, and work – companies can’t afford to deliver a sub-par customer experience. There is no room for mediocre digital experiences in 2020, and the companies who rise to the occasion and deliver a great mobile experience will reap the benefits for years to come.