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Mobile First—Effectively Engaging Customers with Mobile Apps

Project description:

Most enterprises are developing mobile apps to engage their customers. These apps are used to increase the customer connection, often with a social aspect; enable self service; and obtain better information on customer preferences. Some companies are moving beyond simply connecting to their customers to a “mobile first” strategy, where all new offerings will be delivered on their mobile channel first. Using a survey and case studies we will examine how companies are building mobile apps to successfully engage customers.

Research questions include:
  • What works and what doesn’t in creating a mobile point of engagement for customers?
  • How do companies industrialize the creation of mobile apps?
  • What bottom-line impacts are apparent from early experiences?
Project team:

Peter Weill (leader), Stephanie L. Woerner