Increasing number of companies are coming out with their mobile applications to reach to customers. Creating a mobile application for your business is not difficult. What is more difficult is to integrate your operations and backend infrastructure with your application platform.
When a customer orders a product or service from your mobile application, the entire supply chain should get activated with that order. The IT infrastructure plays an important role in communicating information of this order across the supply chain. The operations team gets the order; packs it; transports it and gets it delivered to the address of the customer. The transportation and delivery part are nowadays being increasingly outsourced to third party logistics vendors.
While designing the application of your business, you should try that customer service is improved because of this application. You can do so by minimizing the number of steps that a customer has to go through for completing the purchase transaction. Smartphone applications can be successful in increasing market penetration of your business only if they increase customer convenience in some way.
When a customer places the order of a product through the smartphone application of your business then he/she expects faster delivery of the product. So the operations and supply chain of your business also need to become more agile to support your application channel distribution strategy.
The smartphone application should give customers the convenience to provide their feedback on the quality of product and customer service delivered. A dedicated customer service team should be there to readily address any grievance or issues that customers raise through the application. This will go a long way in improving customer service and will encourage more customers to download the application of your business and use it for ordering your products or services.
According to data from eMarketer number of smartphone users in the world, by the end of 2014, were 1.75 billion. India has the third largest smartphone market in the world ,with 315 million users, by the end of third quarter of 2015. With the continuing decline in prices of smartphones, the penetration of smartphones in India will increase further. The penetration of smartphones in rural markets of India is increasing very fast. Therefore without a mobile application, a business may lose on huge opportunities of increasing revenue growth and market share.
A holistic smartphone application strategy can play a very important role in improving customer service and satisfaction. Such a holistic strategy is underpinned on integrating your mobile application with your operations and IT infrastructure