CIOReview
CIOREVIEW >> Mobile >>

Is Your App Sparking Joy?

Eric Caron, Senior Director of Customers Applications at Coffee & Bagel Brands
Eric Caron, Senior Director of Customers Applications at Coffee & Bagel Brands

Eric Caron, Senior Director of Customers Applications at Coffee & Bagel Brands

Talking about Marie Kondo might be cliché, but making outdated pop culture references is the hallmark of our industry. Fortunately, it is incredibly applicable to the topic of mobile apps in the modern business. Consumer and stakeholder expectations have evolved, and we’re reverting to an ecosystem where having a mobile app is a business luxury and not a customer demand.

From “Think with Google” research to Forbes’ studies, the trends are clear: mobile app users reached peak “Does that company have an app” curiosity in 2013. Businesses must now self-promote their app and continually give compelling reasons to avoid their app being purged. We have ample incentives to prefer a customer have our app than visit our website, from background geofencing to push notifications. But are we giving our user reasons to prefer our app? That’s where Kondo’s methods align with our technologies to form provoking conversations.

Are our apps fast? Do our apps embody our brand & modern mobile design? (Hint: the nostalgia for bevel buttons is not our friend.) Is our crash rate under .01%? Can the customer easily contact us and are we responding? Are push notifications getting delivered at the right times? If any of these answers is a “no”, then we are not sparking joy.

There is no shame in saying, “Our company does not need a mobile app.” A neglected mobile app does more harm to the brand than not having one. As digital leaders we might hate saying no and we might hate shrinking our portfolio, but it is part of our role to make sure all our digital products have the respect of customers and stakeholders. This is where the well-honed practices of data monitoring are the most crucial part of your IT toolbox.

There are three areas where we must watch our apps to understand if they are sparking joy:

• App engagement - Track open rates, time in app, login successes, user flows, installs, uninstalls, upgrades, etc.

• App performance - Track crash rates, load times, device types, network speed, cache utilization.

• App reviews - Track how users are feeling, what they are saying and how we are replying.

Each of these areas is easy to neglect, but it is our responsibility to advocate the importance of these metrics. Limited app engagement can be corrected by joyful marketing and user experience. Bad app performance can be turned around by engaging with DevOps. And app reviews? That’s the secret bringing it all together.

App reviews are a public forum dedicated to the brand, and it is a great place to gain competitive advantage. If a customer loves the app and takes the time to say that, thank them. If a customer is having a problem (whether technical, design or PEBCAK), work with the user to find resolution. Fixing the problem for one vocal user resolves it for one hundred silent users.

The people using our apps are our advocates and occupying space on their phone is a special relationship - a relationship that depends on us. If an app is not helping your company, thank it for its service and retire it. However, when our company’s app sparks joy (or has the potential to), then find delight and inspiration in knowing you want to keep it.

Read Also

The coming Enterprise 5G Boom three trends that will drive Enterprise Demand for 5G in 2020

The coming Enterprise 5G Boom three trends that will drive Enterprise...

Imran Akbar, VP & GM, Small Cells & Wireless Enterprise, Samsung Electronics America
Survival of the fittest in the age of Innovation

Survival of the fittest in the age of Innovation

Bob Karschnia, VP & GM of Wireless, Emerson Automation Solutions [NYSE: EMR]
The Era of Frictionless Mobility

The Era of Frictionless Mobility

Dr. Derek Peterson, Chief Technology Officer, Boingo Wireless [NASDAQ: WIFI]
How Multi-touch Marketing is changing the Future right under your Nose

How Multi-touch Marketing is changing the Future right under your Nose

Jeramy Tipton, Senior Vice President, Distribution Expansion and Consumer Markets
Building a Texas-Sized Call Center Model For Our Customers

Building a Texas-Sized Call Center Model For Our Customers

Elena Ford, Chief Customer Experience Officer, Ford Motor Company
Digital Signage: A Winning Solution for Business and Customers

Digital Signage: A Winning Solution for Business and Customers

Harry Patz, Senior Vice President and General Manager, Display Division, Samsung Electronics America