Thinking of mobile apps in the consumer domain, we often focus on the end consumer (self-service). Nonetheless, the reflected interaction of the consumer-facing employee is just as critical when aiming for a compelling omnichannel experience, especially due to the fact that engaged employees drive better service (which leads to increased sales, in return – kudos, commission – further engaging employees). This is where employee tools come into place, given their impact on the engagement level:
Mobile apps have become the primary vehicle for digital engagement, and the consumer consumption model in mobile also translates into workplace behaviours. Consumer apps are highly competitive, with short typical session lengths and focused on completing specific tasks, so workplace apps should be task-focused for each role, instead of a monolithic “Swiss Army knife” app that does everything.
Nonetheless, it is the tailored apps that connect directly into the organisation processes and change the way people work. The organisation must have this as part of the vision to drive benefit from apps for their employees and the least risk and most benefit might be in starting small and progressively refining.
So it is an exciting time to be thinking mobile in today’s digital business-to-consumer world, as platforms are maturing, lessons have been learned and employees are more comfortable with technology than ever before. By recognising the role that all users of technology have to play, the omnichannel vision looks now more achievable than ever. As a consumer and as an IT professional, I’m looking forward to being part of that journey.
Martin Gale is UK&I CTO for Mobile at IBM.
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