Aplicaciones Móviles: Estrategias de Negocio

Incluso los informes menos favorecedores señalan que en 2015 el 90% de las empresas dispondrán de aplicaciones móviles.

Tiempo consumido en aplicaciones móviles y webLa prueba es irrefutable, ya en 2011 hemos visto como el tiempo invertido por los usuarios en aplicaciones móviles superaba por primera vez al consumido en la navegación por la web (ver gráfico).

En esta situación, las empresas tienen la necesidad de diseñar, construir y ofrecer experiencias móviles interactivas y atractivas para sus clientes y empleados.

Sin embargo, estos dos posibles públicos objetivos como destinatarios de las aplicaciones móviles requieran por parte de las empresas dos estrategias de movilidad diferenciadas para conseguir los mejores resultados.

Vamos a relacionar qué aspectos pueden ser clave en cada una de ellas.

 

Aplicaciones Móviles orientadas a Clientes


Uno de los aspectos fundamentales a cuidar es la imagen de marca de la empresa. La aplicación móvil debe tener en cuenta tanto la utilidad comercial como el componente emocional que el uso de la aplicación puede obtener de sus clientes.

Los objetivos que debemos tener en cuenta como empresa al diseñar una aplicación móvil para nuestros clientes deben ser:

Conseguir un aumento de las compras y transacciones

  • Dotar de un escaparate móvil que permita la compra en cualquier momento y lugar
  • Capacidad para introducir nuevos productos a los clientes correctos y en el momento adecuado (geolocalización de oferta, detección de usos y costumbres…)
  • Dotar de nuevos servicios de valor añadido a nuestros clientes en el contexto móvil, como el uso de la realidad aumentada
  • Anunciar promociones y ofertas en tiempo real

 

Aplicaciones moviles para clientes

Mejorar el conocimiento de la marca

  • Aprovechar el vínculo de comunicación permanente con los clientes
  • Proporcionar contenido útil y entretenido
  • Unificación en la comunicación de mensajes de la marca y empresa por este canal
  • Promoción de productos, campañas y eventos
  • Integración con redes sociales y foros de discusión

 

Mejorar la satisfacción del cliente

  • Avivar la lealtad y fortalecer las relaciones con los clientes
  • Proporcionar un canal nuevo y personalizado para cada cliente
  • Permitir el acceso al seguimiento del pedido y el estado de envío
  • Autogestión de la relación con la empresa mediante perfiles y cuentas

 

Integrar los sistemas de gestión con

  • Las transacciones móviles para el control de inventario y la gestión del CRM
  • La detección de nuevas demandas y creación de perfiles o segmentos de clientes como respuesta
  • La recogida de datos para mediciones de marketing con los hábitos de uso y compra

 

 

Aplicaciones Móviles orientadas a Empleados

 

Sin descuidar el componente emocional y de identificación con la empresa,  las aplicaciones móviles para empleados deben centrar su objetivo en la productividad. Los objetivos a cubrir en este tipo de aplicación móvil serían:

Ventas y Distribución

  • Transformar el flujo de trabajo a estrategias de movilidad que permitan el aumento de la eficacia de ventas
  • Integración con inventario, CRM u otros sistemas asegurando la consistencia de los datos del equipo comercial
  • Capacidad y flexibilidad de ofertar de acuerdo a situaciones y necesidades puntuales
  • Aprobaciones en línea de órdenes de venta, distribución, disponibilidades, ofertas…

 

Business IntelligenceAplicaciones moviles para empleados

  • Acceso a informes, análisis multidimensionales, gráficos, tablas ejecutivas y cuadros de mando en tiempo real
  • Autogestión de nuevos modelos de información en movilidad

 

Colaboración Empresarial

  • Compartición y elaboración de contenidos con el resto de la organización
  • Herramientas colaborativas y de toma de decisiones en tiempo real con aprobaciones on line
  • Coordinación de equipos, agendas y acciones conjuntas o simultáneas

 

Ampliación de la Oferta Formativa

  • Incluir tareas de M-Learning para la formación continuada de trabajadores en un contexto móvil y la mayor conciliación con la vida familiar
  • Aplicación de nuevas tareas formativas adaptadas a dispositivos móviles
  • Difusión de contenidos educativos tanto para uso online como bajo demanda: webinars, podcasts, etc.

 

Operaciones Internas y Gestión de Recursos

  • Acceso a comunicaciones internas e información administrativa (nómina, gestión de gastos, cumplimiento de objetivos)
  • Gestión de tareas relacionadas con Recursos Humanos, partes de actividad, gestión de tiempos, viajes…

 

En general, las empresas que dotan de aplicaciones móviles a sus empleados buscan unos objetivos en dos sentidos: el de facilitar la herramienta adecuada para el desempeño de su tarea en un contexto de movilidad; y el de conseguir la integración de sus actividades con los sistemas corporativos (backends) y la sincronización con la gestión corporativa.

En este escenario, es imprescindible que las empresas consideren en su estrategia de movilidad los factores de seguridad, concurrencia de usuarios, distribución de versiones y gestión de dispositivos que entraña el despliegue de su actividad al ámbito móvil.

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