Eight Dos and Don'ts to Drive Sales Using Context-Enriched Mobile Apps - Slide 2

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  1. Do allow first-time entry (profile creation) from any point of interaction.
  2. Don't require the users to sign up on the website before they can use the mobile application.

If a smartphone application requires users to register with the website before they can consummate a transaction via the phone, companies might lose the sale — and perhaps even a customer. Organizations should also ensure that any information entered on the phone is updated to the master profile in real time.

By 2015, companies will generate 50 percent of their Web sales via their social-media presence and mobile applications, according to Gartner, Inc. As context gains importance, analysts revealed eight dos and don’ts to leveraging context-enriched mobile applications in customer relationship management (CRM) to drive sales and increase customer satisfaction.

“By 2015, context will be as influential to mobile consumer services as search engines are to the Web and information about customers will no longer be limited to data stored in company-owned systems,” said Gene Alvarez, research vice president at Gartner. “Context information can be about identity – such as who you are and your calendar, environment – where you are and the device you use, process – things you do and what you allow and community – who is in your networks and who you communicate with. If used correctly, context information facilitates the move from e-commerce today to contextual commerce tomorrow.”

This slideshow highlights the eight dos and don’ts Gartner identified for context-enriched mobile applications.

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