How to Operate Your Business in an Increasingly Mobile World
September 29, 2017
It's undeniable that today's business world is becoming increasingly mobile, thus placing greater demands on growing companies to change their operations. Most transactions and searches that your customers will perform are either online or on their mobile phones. If you're in the market to capture mobile consumers, then you must keep your firm up-to-date. At Access One, we've wrapped our heads around the many trends that could help a business become more mobile-friendly.
Here are some things we recommend that business owners try:
- Ensure that the sales team is mobile. This means that each rep can work out of any space and at home. A rep should arrange to meet customers at convenient times and locations. If sales reps are mobile, then you must purchase equipment for them to connect electronically to your business systems. This may include various portable devices such as laptops, tablets, and smartphones, and you may have to update business systems to integrate with them.
- Update your IT infrastructure to provide for greater data security, especially if employees will exchange sensitive customer data with servers via mobile devices. While there may be a level of encryption that you have always used in in-house servers, your standards should be higher for data exchanged via remote access. It's also important to restrict employee profiles to the level of access that they need to do their jobs. They should not get unauthorized uses of sensitive data.
- Use sales reps to encourage customers to become loyalty program members. When reps are out and about, they can introduce this program as a benefit and then let customers determine its value. According to Rare Consulting, customer loyalty is based on emotion. "While general purchases are driven by price (81%), quality (80%) and convenience (55%), loyalty is about likeability (86%) and trust (83%)." Use your mobile infrastructure to build likeability and trust.
- Create a mobile-friendly site that responds to consumer needs. Many businesses address this challenge by creating buyer personas. They look at the common demographics (i.e. age, location, educational level, housing type, household size, and income level) of their most frequent buyers. We recommend that you study the path that each buyer's persona takes through your digital and mobile websites and then improve them. Shorten the steps involved in each transaction and place the information that buyers need to make decisions right at their fingertips.
- Develop an app so that prospects get customized information whenever they need it. This requires investing extra dollars on IT development to ensure that all consumer data gets encrypted and that each mobile user's phone security issues are addressed. Again, you must plan for security measures in instances when employees access the app on their own mobile devices based on face-to-face interactions and phone calls with customers.
- Update your mobile sites and apps to include the latest features. A recent Forbes article noted that over half of e-commerce traffic takes place on mobile devices. A few years ago, a customer might have viewed a mobile website on a smartphone but still relied on a desktop or a laptop computer to complete transactions. Now, your company needs a mobile website that facilitates most or all transactions without a desktop connection. When customers reach your e-commerce site, they should be taken automatically to the mobile site, which contains limited content for easy page loading.
We have ideas on how to make a business more competitive in the mobile environment. Some steps in your company's digital transformation will require updating IT infrastructure and company devices. Other steps, such as mobile app development, require careful planning, because the trends in this field change from day to day.