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5 Essentials to a Great Mobile Customer Experience: Advice for Digital Strategists

Neal Keene, EVP of Strategy | October 17, 2018

Forrester Says Intelledox “Shines” for Document-Centric Mobile Apps in New Wave™ Report


As consumers become almost glued to their mobile devices, demand is increasing in the enterprise for faster and more agile mobile app development. Yet experienced mobile developers remain in short supply. That’s why IT organizations need to look to easy-to-use, low-code platforms that empower the business to build mobile applications, according to Forrester Research.

That’s one of our takeaways from Forrester’s new vendor evaluation: The Forrester Wave™: Mobile Low-Code Platforms For Business Developers, Q3 2018. Intelledox was happy to be included as one of 12 vendors profiled in this report. Here’s an excerpt of what Forrester said about us:

“The Intelledox Infiniti Adaptive Forms platform aids business users that need to mobilize existing business processes that capture customer data on a paper or electronic form. The business users transform these using the Infiniti designer and can even input Microsoft Office or PDF files as a starting point for an app.”

While Intelledox has helped many organizations improve their mobile experience, we believe this Forrester report underscores that organizations must think bigger than app development when building their overall mobile strategy.

Certainly mobile can be a catalyst for change. However, the real game changer is when you can leverage mobile technologies to re-imagine the overall digital customer experience – the experience across every engagement channel, not just mobile.

That’s why we sat down to draft a new white paper with some advice on how we’ve seen clients really rethink their mobile strategies. Here’s a short excerpt, and we invite you to download the full paper for a more detailed look at these five key areas.


#1: Mobile-Enable Your Document-Centric Processes

Think of how many banks or other financial institutions enable customers to check a bank balance or receive an email on their phone – plenty.

Now ask yourself: how many provide you as a consumer with the ability to start a process or complete a request by interacting with guided forms, followed by a personalized document created on demand you can sign digitally. How many tasks like that can you conduct from start to finish on your phone?

The convenience of such document-centric processes is rare in the mobile world. But, this kind of speed and simplicity can have a major impact on revenue and satisfaction when your business or agency is trying to onboard or enroll a new client, or fulfill a service request.

What if your customer (or employee or agent) is on the move without wireless access? To be really document-centric over mobile, you need to enable users to start an interaction or process on their tablet or cell phone with the choice to complete it now or later, either over mobile or any other online means via a browser.


#2: Design Once, Available Anywhere: Cross-Channel Flexibility

Great experiences now rely on cross-channel and cross-device functionality.

If your team creates a form (or digital interview) and produces associated communications or documents, that same business process should work via an application that automatically adapts to the device or platform used by the customer. That is the concept of “design once, available anywhere.”

Many organizations waste valuable IT resources writing distinct apps for Android and/or Apple systems, as well as web versions of those same apps for their customer portals. Such a strategy is resource and cost prohibitive in the development phase, and it introduces high levels of complexity for ongoing management.

In other words, think of it this way: rather than building mobile apps, you want to merely mobile-enable existing processes, delivering omnichannel applications much faster.


#3: The Power of Low Code for Mobile Platforms

Rather than waiting months or years to build a new web-based or mobile-based customer experience, low-code platforms enable non-technical users to transform complex digital interactions without waiting for development resources. Line-of-business personnel, not IT, can plug into existing processes, such as account opening and claims, in a plug-and-play fashion.

Using open standards like REST, IT can easily set up data connections once with core systems to support seamless end-to-end digital transactions. This makes data available for the business user to plug into any process, either to drive personalization or map incoming data back into core systems and avoid manual rekeying.


#4: Connect Your Mobile Data to Core Systems

Today’s applications must be able to reach back into your organization’s core systems to let customers and staff rapidly confirm already-known data rather than entering it multiple times. If you aren’t connected to core data, your “smart forms” aren’t really that smart.

When a platform enables front-end integration to back-end systems (i.e. CRM, ECM, line-of-business systems, etc.), you not only deliver a “wow” personalized experience. You also eliminate the need for manual rekeying and maintain data integrity, which can be huge when compliance is a concern.


#5: Don’t Underestimate Intelligence: Mobile Analytics

You have analytics to optimize desktop and offline processes, why not mobile ones, too? Look for platforms that enable you to break down the types of devices customers use to complete mobile forms; the time they spend on particular questions; and bottlenecks exit points in the interaction.

In-depth mobile analytics can help you answer questions such as:

  • How do you know whether the customer journey over mobile – or across every channel – is moving as smoothly as you’d like?
  • What questions seem to stop forward momentum?
  • Which document fragments or components are being used most often, when and in what channel?

With these insights in hand, you can now implement agile in your decision making and use dynamic data insights to inform them. Test, measure, learn, and fine-tune all mobile customer journeys to maximize your objectives.


Why Improving the Customer Experience in Mobile Apps Matters

Statistics show that customers will switch loyalty to businesses that enable them to accomplish tasks and communicate with them from anywhere, from any device, 24/7.

By reimagining your mobile strategy to elevate the digital customer experience, your organization can delight customers, partners, and employees to win over mobile and all your channels.

If you’re a Forrester subscriber, you can read the report on Mobile Low-Code Platforms here or if not, it’s available for purchase.

And if you’re involved in building your mobile strategy and you’d like to dive deeper into this topic, please download our new white paper: 5 Essential Components of Building a Great Mobile Customer Experience or contact us. We’d love to help.


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