I am always very impressed with the variety of mobile app solutions our customers bring to our attention. Universally these apps are intended to improve customer engagement, accelerate transactions and drive new sources of revenue. It takes a significant investment in design, usability, workflow, and effectiveness to ensure the app delivers the defined benefit and optimum results. However, if you can’t measure the efficacy of your mobile app, you can’t improve the customer experience.
During development, a key element often overlooked is enabling the development team to measure the effectiveness of the app. This should include real-time dashboards to gauge the overall success of the app, user experience and the end-to-end solution.
Developers often look to mobile image capture and process capabilities to enhance the usefulness, responsiveness, and overall performance of their app. Mobile image capture apps use the camera of a mobile device to accelerate onboarding, payment, claims and other solutions.
I’m often asked to review the current or intended offerings of our clients. I start by asking about accuracy, errors, exceptions, response times, devices, carriers, and the like. This if often followed by a blank stare accompanied by, “I don’t know, but I need to know.”
Your app is an extension of your brand; it’s often the primary interface with your customer as they interact with your products and services. If you don’t know how they’re using your app, where they are having challenges and failures, accuracy of data being captured, levels of automation, and detailed data about end-to-end transactions—how do you know what is working, what is failing, and what can be improved?
Five questions to address in your mobile app evaluation:
- What is the accuracy of the data being submitted by the device?
- Which devices are most successful and which are delivering poor results?
- How much straight-through processing is being achieved vs. how many images require a retake or corrective action by the user?
- Which screens are users spending more time on?
- What was the response time to the user, and the overall cost per transaction by user, device, geography, carrier, document type, process type, and channel?
Actionable insights delivered via interactive analytic dashboards are absolutely necessary to provide the level of data needed to gain a complete view of app effectiveness, from both a user and process perspective.
Many customers will be confident in claiming 80% accuracy, which, in and of itself, could be a great data point and result. What they cannot diagnose is the 20% failure rate. Equally important is the ability to identify the cost and type of the failure, and if it’s due to the devices, carriers, user demographics, time of day, attempts or rejects.
Having this ability to drill down on failures allows app development teams to identify failure trends associated with a specific model of phone or image capture issues, including glare, image framing, and blurred images. All of these reasons provide the development team with actionable insight, so they can focus on improving the overall app experience.
While we gravitate toward errors and exceptions, often measuring the success is just as important. Was the improvement due to new devices, better hardware, trained users, better content extraction, technology updates to the app? Your ability to answer these questions will have a direct correlation to ongoing customer engagement with your app and your brand.
Understanding the effectiveness of the overall app and solution through interactive, real-time dashboards ensures that apps receive the highest ratings by users, while delivering measureable ROI.
Already a mobile app master? Share how you are measuring customer engagement with your app in the comments section below.
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