Step No. 1. Design a complete engagement strategy
Team up with your business counterparts to design a complete mobile customer engagement strategy, which may cover uses ranging from mobile marketing to billing and customer service. This will achieve the right balance in the frequency of each type of interaction (inbound, outbound or event-triggered) and the intensity of the engagement. Many organizations suffocate prospects with campaign-driven mobile interactions that encourage them to buy, but ignore them after they become customers.
Step No. 2. Observe customers, competitors and other industries
Start with a detailed study of what’s considered best-in-class mobile customer experience in your geography and industry. Also be willing to learn what adjacent industries consider to be state of the art and customize your strategy. An often overlooked step is to publicize and socialize both improvements and additions to the customer experience/capabilities. Call out the fun aspects and the utility of the application improvements simultaneously. Use alerts and notifications to re-engage customers that may be losing interest over time.
Step No. 3. Treat mobile analytics as essential
Include in-app analytics to measure user engagement across messaging channels, mobile websites and applications. Not only will you find out how much time customers spend on your app and the number of visits on average, you will be able to gauge behavior based on live usage. Then you’ll know exactly what's driving engagement, conversion and retention. If you have an app-centric strategy, your mobile app must run so well that there’s no need for customer service. A slow application, or one that is hard to read, navigate and link to the rest of a process, is already doomed to fail. Proper use of analytics will help to mitigate this risk.