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The explosion of mobile apps has created a huge demand from smartphone users and given organizations a fresh new revenue stream as they inform, engage, market and sell to tech-savvy consumers. Mobile apps provide a unique platform for companies to build their brands, increase customer engagement and loyalty and increase competitive advantage, but they also can serve as another customer service touch point like the web or contact center, empowering customers with convenient, on-the-go self-service features.
So how do companies today leverage this unique new touch point and create customer-centric mobile apps that drive more loyal, profitable relationships? Our survey revealed consumer perceptions about mobile apps, including frequency of usage, buying behavior, differences among device providers and likelihood to use for customer service purposes.