Written by Joel Oliver, CEO, MyFirmsApp: Today’s businesses face an uphill battle to keep their customers loyal. With the Google effect meaning that competitors are only a click away, instilling loyalty among existing clients is the new imperative.
The role that Apps can play in boosting client loyalty in today’s increasingly mobile world cannot be underplayed. Globally, time spent in apps has nearly doubled over the past two years and, on average, consumers spend two hours a day in apps. According to App Annie, the market data and analytic company, in 2021, users will spend more than 3 trillion hours in apps globally and rapid, sustained growth is expected across the app economy.
How do apps affect client loyalty?
Mobile apps provide a highly targeted channel for open two-way communication that can be a powerful driver of customer loyalty.
For example, with your own branded app, it is much easier to send individual messages that are called ‘push notifications’ that are tailored to your specific client. Evidence already suggests that triggered push notifications in particular deliver remarkably high ROI and according to ZipStripe research, it takes a recipient an average 6.5 hours to view an email, but only 15 minutes to view these instant messages.
It’s important to remember your competitor is only one mouse click away.
When users see that a business is going the extra mile to speak to them personally, it can make all the difference in terms of their loyalty. Then, armed with data on what works, it is easier to continually optimise to make targeting and messages more and more effective.
Putting your app platform the centre of your client’s business activities also helps to drive customer loyalty and is made easier with useful tools that become part and parcel of their day.
One great example of this is when information from Smartphone cameras is integrated and processed within a native app and used to record copies of receipts and invoices, which can then be sent directly to the accountant. Everyone likes to that feeling of achievement and of a job being completed and the receipt management tool really helps to forge that all -important link between the client and accountant.
How to stay first in the app world
Your app does not have to be a single offering as there are many useful apps in the thriving add-on community in this powerful eco system. By incorporating these add-ons in your app, along with cloud accounting login portals, you can make sure that your clients will see you as the main link between them, the principal software accounting companies and the add-on community.
How access is managed is a major consideration in this new appy world and it is important to keep control and not give away trusted adviser status. Having the firm’s own branded app protects the accountant’s status as it provides the mechanism to link to the others from within the app. It also helps to alleviate confusion for clients as their home screens become more streamlined and your icon becomes the place to go for all financial and tax tools.
With adults spending the majority of their time on their smartphones in apps, accountants have it in their grasp to boost customer loyalty by delivering a tailored app experience that reaches out and makes the client feel valued.
The old adage “Customer satisfaction is worthless. Customer loyalty is priceless” stands true, even in this new app-driven world.
Joel Oliver, is CEO of www.myfirmsapp.co.uk. Exhibiting at Accountex 2018, Stand 798.