Eight Dos and Don'ts to Drive Sales Using Context-Enriched Mobile Apps - Slide 6

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  1. Do make sure you have established business relationships, and make sure partners know what they need to know.
  2. Don't design without partner input.

Interactions with business partners must be seamless to the user. For example, an application that Gartner looked at for ordering pizza showed nearby restaurants, and the application allowed the user to build a pizza order, which it would then transmit to the chosen restaurant. “As a test in a local restaurant, I went through the steps of ordering a pizza at that restaurant. The restaurant's phone rang several moments later with an automated voice response system trying to order the pizza on my behalf. Its menu was so difficult to navigate that the manager of the restaurant told me that if he had not known that he was part of our experiment, he would have hung up the phone. Clearly, this is a recipe for frustrated customers and business partners,” said Mr. Alvarez.

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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