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Mobile Customer Engagement Pays Off

Title Author(s) Type Topic(s) Comments Date
Mobile Customer Engagement Pays OffWeill, Peter
Woerner, Stephanie L.
Reynolds, Peter
Research BriefingBusiness Models
Digital Innovation
The Cloud and Consumerization
12014-09-18
Abstract: Mobile apps offer an opportunity for the IT unit to thrill its business partners, while the company as a whole thrills its customers. However, developing compelling customer mobile apps requires focus and commitment. It pays off—companies that achieved high goals for mobile customer engagement had net margins and revenue growth significantly higher than their industry average. In this first briefing in a series, we share insights from case studies of Westpac and Woolworths and a survey of 339 companies on generating strategic benefits from a mobile strategy. (A related video by Peter Weill, “Engaging Customers with Mobile Apps,” was released concurrently with this research briefing. Watch the video at http://cisr.mit.edu/publications-and-tools/publication-search/mobile-apps/.)

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Rao Sanagapalli
September 18, 2014

Interesting article


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