Apps for every stage of the customer life cycle

People today are spending more and more time on mobile devices, with 86% of this time spent on mobile apps. At the same time, research from Bain & Company shows that it costs up to 7 times more to acquire a new client than to retain an existing one.

It is therefore important to understand how to communicate with your customers and prospects in their medium of preference–mobile apps–and to continue doing so at every stage of the customer life cycle. Only this way will you be able to create long-lasting relationships with clients, maximising customer retention and promoting brand advocacy.

As many companies are currently failing to do this, embracing mobile apps as part of your customer strategy will help you stay ahead of the competition, create value for your clients and generate revenue.

But what kinds of apps are appropriate for each stage of the cycle?
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Stage 1: Consideration

What they are looking for.

Your client is looking to find a solution, researching the options. They are aware of your offering, but they are not ready to come on board with you just yet. They are looking for general product or service information, research studies, reports and credentials.

What you can do.

This is your chance to truly connect with app users and enhance their customer experience. Easing their way into finding the information they need will give them a positive customer experience, and encourage them to move through the cycle.

What apps to use.

  • Product/Service Overview app: Use an app to offer your client all the information they need about your product or service all in one place, as well as buying guides and case studies.
  • Content Marketing app: Deliver information directly to their mobile device. Include interactive content like quizzes, tests and games to personalise the app and make your client feel like it is tailored to them. Other features such as competitions are great ways to encourage app usage and participation.

Stage 2: Purchase

What they are looking for.

Great news, you have made it into your future client’s shortlist. At this stage, they will be interested in reading more detailed service/product information, case studies, testimonials, proposals and presentations.

What you can do.

This is your chance to differentiate your product or service and to show your potential client that you are better than your competitors. One way to do this is to present your product or service in an engaging and visual way that adds a ‘wow’ factor. Another way is to make it as easy as possible for them to find out everything they need to know, and to easily get in touch with you if needed.

What apps to use.

  • Client Proposal app. Communicate to your client how your product or service can specifically help them.
  • Sales Support app: Offer your client all the information they need in parallel to your proposal, whether it is on mobile, PDF or other formats.

Stage 3: Retention

What they are looking for.

Congratulations, you have a new client. At this stage, most traditional businesses will deliver their product or service, wait for their cheque, and then forget about their client until the next cheque is due. In today’s market, this is precisely the last thing you should do.

It is now easier than ever for clients to quickly switch between offers. Moreover, clients who are unhappy will quite probably give you negative reviews online. Clients today simply expect outstanding service throughout their whole customer experience, and it is your responsibility to deliver it if you wish to retain them.

What you can do.

The best way to retain customers is to offer them great support to make their customer experience as smooth as possible. The key here is anticipating their needs and delivering solutions before they are aware of them themselves.

Another important element is to educate them on the best ways to maximise their use of your product or service. Not only will this encourage clients to remain with you, but it will also make them more likely to advocate you at the next stage of the life cycle.

What apps to use.

  • Client Communication app: Ensure rapid support of client needs, and make it easy for clients to report any issues they might have.
  • Project Status and Client Reporting apps: Deliver information directly to clients’ mobile devices about current projects or orders.
  • Newsletter and Announcement apps: Communicate information to your clients about new services and features.
  • Document Library app: Centralize all educational information and relevant documents for each client in one place, including FAQs and User Guides.

customer life cycle

Stage 4: Advocacy

What they are looking for.

It is time to take advantage of your customer’s satisfaction to encourage them to advocate your brand to other potential clients out there. The great news is that clients who love your product or service will be only to happy to participate in your advocacy campaigns. But to ensure this, you must continue to deliver value to clients even at this stage.

What you can do.

One of the best ways to promote advocacy is to offer clients extra benefits such as workshops, promotions, email campaigns or email courses. Events are particularly good opportunities to receive feedback from clients and to increase their engagement with your content.

What apps to use.

  • Event, Conference and Workshop apps: Include all information about your event, as well as extra educational and additional content and presentations, all in one place. Include feedback quizzes to give you insight into your customers’ needs and possible improvements to your events. Enable attendee messaging and a document library within the app to encourage engagement and networking among attendees.
  • Content Marketing app: Create an email course that constantly delivers quality and educational content to clients, encouraging them to engage more with your brand.

In conclusion

Apps are extremely effective ways of delivering content to customers at all stages of their life cycle, enhancing their customer experience and encouraging them to advocate your brand.

Enterprises who are not already doing so should consider using apps as a strategic part of client engagement, or risk falling behind the competition. Whether using existing apps, having apps built by developers, or developing your own apps using tools such as Fliplet, it has never been easier to use your own apps, nor has it been so essential.