Mobile Apps Continue to Have Bright Future for Customer Experience Enhancement

Mobile apps have changed all facets of everyday life nearly as much as the smartphones on which they’re downloaded, and the ways in which consumers interact with brands is certainly no exception. It’s no surprise then that among the fastest growing channels for businesses to engage consumers and provide a streamlined customer experience is the development and use of apps.
 
Business services research firm Clutch released data this week looking at the growth of the mobile app platform, specifically among small- and medium-sized businesses (SMBs).
 
The barriers to entry in app development continue to shrink on both Apple and Android and, as a result, smaller companies can enter the app market. In fact, 67 percent of surveyed SMBs indicated that a mobile app would be part of their customer experience.
 
The most popular reasons given for developing this mobile presence was “improving customer service.” The level of communication provided by apps gives these businesses the ability to address customer issues and concerns with a level of personalization and convenience that is often difficult (or impossible) to reach through traditionally accepted channels.
 
“People won’t just go download your app because your business has an app,” said Cameron Banga, Project Manager and Co-Founder of 9magnets, a mobile app development company. “I think businesses are finding that having an app doesn't increase sales, but the customer service experience on mobile is definitely increasing customer satisfaction.”
 
While app usage has largely transcended generational gaps, the survey found that SMBs with owners under 45 are twice as likely to have a mobile app than those owned by those over 45. This stat bodes well for the longevity of apps as an engagement tool, as even younger SMB owners come into play with ideas and innovations surrounding the already robust and evolving mobile platform.
 
The company surveyed 355 SMB owners in the development of the report, with half reporting revenues of under $1 million annually, and 42 percent having fewer than 10 employees.

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