Page 34 - Mobile World Daily - Day 2
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CUSTOMER EXPERIENCE | CA
By Denise Dubie, Senior Principal, Content Strategy at CA Technologies.
Research – Mobility:
Why Your Customers Aren’t
Satisfied and What to Do About It
New research shows enterprise-wide
mobility can improve your
customers’ overall experience.
In the application economy, simply economy. And two, the best way to achieve Denise Dubie
providing the next killer app is no longer this is to implement an enterprise-wide
enough. Consumers’ expectations have approach to mobility. Denise is senior principal, content strategy at CA Technologies. As a former IT
never been higher, and you can lose a industry journalist with IDG Enterprise, her work was featured in print and online daily
customer in a split second if you have not UNDERSTAND THE CUSTOMER in publications such as Computerworld, CIO and Network World. Now Denise is a top
focused on optimizing the entire customer EXPERIENCE. contributor of articles, blogs, whitepapers, eBooks and more. She manages the
experience. To truly deliver a quality mobile experience, REWRITE and Highlight content editorial process and leads social media strategy. With
IT and the business must know how the more than 20 years experience, Denise reports and writes on the application economy,
CA technologies recently sponsored customer interfaces with the app and how IT skills and careers, management cloud, mobility, DevOps, big data, security and more.
research company Vanson Bourne to conduct well the app responds to customer demand.
a global survey of 1,425 senior IT and Learn, understand and try to experience what
business executives on their mobility your customers are experiencing.
initiatives. The results revealed that overall
user satisfaction with mobility efforts to date DEFINE CUSTOMER-DRIVEN RESULTS.
remains low: respondents report that only Do you want more customers using your
20% of their customers are completely services? Do you want to deliver more apps
satisfied with their experiences with mobility. or more feature releases to existing apps?
Businesses must understand the goals of their
The most important result is what mobility efforts to better design the enterprise
organizations are actually doing to meet strategy.
these challenges: implementing a more
holistic approach to enterprise-wide mobility. DEVELOP AN ENTERPRISE MOBILITY
In fact, 40% of respondents have already STRATEGY.
adopted enterprise mobility and another 47% It’s clear mobility projects cannot thrive in an
plan to in the next two years. ad hoc environment—they must be
integrated across and baked into all IT and
By taking a holistic approach to improving business endeavors from the start. A
and securing the overall end-to-end mobile successful enterprise mobility strategy will
experience, organizations are reaping huge encompass managing the data from the back
rewards: end to the user device.
• Enterprise mobility adopters report six IDENTIFY AND NURTURE MOBILITY
times more end users who are completely TALENT.
satisfied with their mobility products or To drive an enterprise mobility strategy, IT
services. organizations must be equipped with the skills
needed to not only develop mobile apps and
• Twice as many enterprise mobility services but also the talent to envision how
adopters have already seen an mobility could enhance existing applications.
improvement in overall user experience.
MEASURE MOBILE SUCCESS.
• Enterprise mobility adopters have seen a Mobility needs monitoring. Mobile apps can
24% revenue increase from customer- thrive or die in an instant. Learn what works
facing mobility apps and a 25% and what doesn’t early, and build on
improvement in the overall customer successes.
experience.
See more at rewrite.ca.com
The research proves a few critical points
about mobility. For one, optimization of the
overall end-user and customer mobile
experience is the most important thing you
can focus on for success in the application
PAGE 34 Tuesday 3rd March MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com
