The Impact of Mobile Applications on Customer Confidence in Your Company

Having a company website with a robust UI/UX approach is a good thing. Optimizing this website for mobile responsiveness is just as important. However, you cannot overlook the growing trend of mobile apps for business.

Mobile applications are just as crucial as mobile and desktop websites. And there’s every sign that apps will take the lead in customer interface and interaction in the near future. Presently, mobile applications for businesses is still relatively an emerging tech. According to Statista, global revenue from mobile apps was $152 billion for 2015. As of 2018, revenue had more than doubled, standing at $365.2 billion. Global mobile revenue is projected to surpass $690 billion by the end of 2021.

Maybe you’re wondering how to create an app. Or you’re asking: what are the benefits of having a mobile app?

Consider this. Internet traffic is increasingly leaning towards mobile devices. And mobile apps are steadily seizing the bulk of that traffic. Many customers worldwide feel more comfortable interacting with brands via mobile apps than they do with any other medium.

And as a marketer or app developer, you understand the importance of using marketing channels preferred by customers. Prioritizing mobile applications for your business will inadvertently boost customer confidence in your brand.

We’ve outlined a few ways that leveraging a mobile app can positively impact customers’ confidence in your company.

1. Mobile Applications are the perfect vehicle for delivering value to your customers.

Businesses are always on the hustle for their customers’ attention. They are always seeking creative ways to engage with customers to sell their products or services. But to do this in today’s world, it will usually require you first to give some value to your customers.

This value could come in several ways. However, the principle remains the same: when customers gain from your engagement, they are more willing to return the favor.

Some of the most valuable interactions happen via mobile apps. A famous example would be to develop a customer loyalty program for your customers and make it app exclusive.

Essentially, as your customers engage your brand via a mobile app, they accumulate points that can redeem eventually in a host of ways. These could be anything from discount codes to free products, subscriptions, etc. Your customers already know which of your products/services they are interested in, so they’ll naturally use these rewards to get them.

Starbucks has one of the best mobile app loyalty programs. Their rewards system motivates and enables their customers to buy and pay for their drinks and snacks, all without leaving the app.

This app-centric strategy does more than speeding up the transaction process. Customers are also happier when they can see their rewards grow in real-time. They won’t have to wait until they can log onto Starbucks’ website to purchase or check their rewards.

If you do not already have a mobile app strategy for giving value to your clients, you’re way behind the curve.

2. With a mobile app, businesses can strengthen their brand awareness and communication with their customers.

Having a stable and functional mobile app on your customers’ phones can push your brand awareness considerably. And there are many reasons why this is true.

People generally consider mobile apps as the shortest route to their favorite brands. After all, with an app, any company or brand is just a click away. With a website, the process is longer, reducing the number of times a customer is willing to interact with your brand.

The native nature of mobile apps makes them ideal for customer interaction. In a way, they take away a measure of control from the customers regarding your brand awareness. Many times, they only need to be scrolling through their phone’s menu to come across your app (your brand). Plus, your regular (but valuable notifications) consistently remind them of your brand’s presence.

This constant (and unintentional) exposure to your brand generally boosts brand awareness and, consequently, trust. Of course, you have to make sure that your marketing and interaction with them fosters trust and genuineness that will endear them to you.

The more you remain visible to customers and the more value you give to them, the more they are willing to listen to your offers and pitches.

A mobile app is the best tool for advertisement and customer engagement. And many companies across sectors are getting to grips with this fact. You should too.

3. Mobile app-induced customer confidence will raise your profits.

There isn’t a for-profit company in existence that doesn’t like profits. When customer confidence is high with your brand, this will usually translate to more sales. According to SalesForce, buying experiences are influenced by customer confidence and satisfaction 7 out of 10 times.

Of course, this presupposes that you have an offering that customers are chomping at the bit to have. In such a scenario, you can expect demand and profits to go up.

But every transaction with your customers can only happen via a medium that they trust. And currently, mobile apps are proving to be a serious player in this regard. Every marketer and web developer should keep this in mind where it concerns mobile applications for businesses.

As mentioned earlier, always incorporate channels that align with your customers’ preferences. You probably already have a website that is optimized for the mobile experience. This is needed as most traffic is mobile. But it is not enough.

A growing number of customers do not just prefer the mobile experience; they want to interact via mobile apps specifically. This preference means you’re leaving money on the table if you don’t integrate a mobile app as one of your marketing channels, regardless of the demand for your offering.

You can use Domino’s Pizza’s mobile app as inspiration. This pizza restaurant brand has an app dedicated to collecting customer orders. The app users can either make a delivery or in-store pickup order with the app. In the UK alone, the brand recorded a 28% rise in pre-tax profits. Since then, more than half of Domino’s Pizza orders come via mobile.

This kind of approach will work for most brands. Most people would rather use an app rather than a website or phone call. So it just makes sense to optimize mobile apps for customer transactions.

Final Words

Mobile apps provide a level of simplicity, succinctness, and flexibility that you can’t get with a website. These abilities naturally put them in front of the line in terms of marketing channels. You can also use it to sync other channels like your users’ emails and social media.

And yes, the benefits of an excellent mobile app strategy on your customers’ confidence are not restricted to this list. With mobile apps, you can stand out from the competition, given that this is still a growing marketing sector.

Your mobile app game should deliver the value of your brand to your customers’ satisfaction. This is even more important given today’s customer is younger, more tech-savvy, and progressive.

While having an app today is an absolute necessity for any company, don’t be too hard on yourself when starting. Mobile apps are more receptive to evolution than most other channels.

Your app can start as just a native representation of your company’s site. But as your customer base grows and your business interests increase, your app has the potential to evolve into something a lot more inclusive and diverse in its operation.

If you do everything right, you will guarantee your customers’ confidence, satisfaction, and loyalty. You’ll also eventually depend on your app for insight into future business decisions.

Your comments are welcome!


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