My company is late to mobile. I see ways that we can leverage it to help the business, and I even think being late can be turned to our advantage. With that in mind, what sorts of things should we be cautious about or avoid doing? The first thing I would avoid doing is rushing in, even though you may be late to the game. Like other business strategies, pursuing mobile successfully involves more than just building an app. First and foremost, make sure that your company has developed a well-thought-out mobile strategy that is aligned with your customers’ needs, overall business goals and growth strategies. Next, focus on delivering a seamless customer experience that enables users to interact with your brand in new and useful ways. Mobile users are used to apps that are engaging and responsive and will very quickly be turned off by buggy software, slow response times, distorted layouts or difficult navigation. Next, make sure your mobile strategy and architecture are scalable. The use of mobile apps is expected to continue to grow at an accelerated pace, so your company’s strategy and architecture must be flexible, to allow and plan for growth, expansion and enhancement. Lastly, don’t assume that the way you have engaged with customers historically will map directly to your mobile strategy. Mobile interactions are much more frequent and much more social. Engage and empower your customers by giving them the tools and information they need for a great experience. Both good and bad experiences are very visible and can go viral very rapidly. Treat your customers the way they want to be treated and they will reward you for it.
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