What apps can really do

Used correctly, apps can make a significant contribution to customer loyalty.Three or four years ago, they appeared with a roar on smartphones and tablets: Apps, programs with application software for mobile devices. Apps as usability kings, as graphic high-flyers, as all-rounders, as panaceas. Instead of having to open complicated websites in the smartphone and being annoyed by the ease of use, the slim, compact apps that stand on their own received increased attention. The apps from SBB, 20 Minuten, or Twitter are ubiquitous. But countless other apps are lacking in download numbers, and only a few have made the breakthrough.The hype has been followed by disillusionment. Practice shows that the step to downloading an app is a big one for the user, because after all, he has already crammed countless applications onto his mini-screen. At the same time, with Responsive Design, a web development has arrived that is extremely well suited for mobile devices. "The numbers for apps are challenging. 50 percent of apps don't make it to 1000 downloads and 25 percent are used just once," says Frank Lang, managing director of Goldbach Interactive. "Users have an average of 60 apps installed, but only use 20 regularly." He adds that there are only a few branded apps, such as SBB, news apps or the house bank. "Strategically, we need a concept that first gets the app into the 60 and then provides another reason to open the app every two weeks," says Lang.Apps with added valueIf an app makes it to the screen, new challenges open up. How can the application inspire customers and keep them loyal? What is the importance of apps in customer loyalty and what does it take to succeed as a tool?Michael Hinderling says: "Depending on the industry and content, an app can make a significant contribution to customer loyalty. What is important is that the app is useful and relevant. That's why apps that are only made for specific campaigns or promotions are often only relevant in the short term." Overall, however, apps are highly interesting for companies because users usually turn to this channel longer and more attentively, Michael Hinderling, partner at Hinderling Volkart, is convinced.

"Users have an average of 60 apps installed, but only use 20 regularly."

Frank Lang, Goldbach InteractiveReto Senn, CEO of Bitforge, says: "Apps can play a key role in customer engagement. We've seen that usage of an app can be significantly higher compared to a mobile website with similar content." Whether an app makes sense, he says, depends on a number of factors: "Is there a lot of interaction between the company's offerings and the customer? Are there functions that can only be realized with an app? Such as push notifications, location, iBeacon, NFC or 3D graphics? And in what context will the app be used? Does it need to be quickly accessible? Should the data be available offline?" If the app is a core product of the company, it is indispensable, says Senn.Repeated use"Apps are very good for customer engagement," also says Robin Wirz, CEO of Terria Mobile, "Websites and mobile sites are good for initial contact, but apps are better for repeated use." He justifies this with performance, device features and user experience: "Everything is faster and smoother. And user experience is central to mobile success." Unlike mobile websites, apps could access various device functions, and Wirz points to camera/scanning, address book, photos, compass, gyroscope, in-app payments, microphone or push notifications. "So you have a lot more options to do something really good.

"Apps can play a pivotal role in customer engagement."

Reto Senn, BitforgeBut what aspects in particular need to be taken into account in app design in order to retain customers in the future and encourage them to return? "In the end, it's the user experience that counts. The app must have a good benefit, quickly provide the right content and functions, and be intuitive to use," explains Robin Wirz. "Input should be as simple as possible, because no one likes typing on a smartphone." In addition, the discussion today is also moving strongly in the direction of "mobile moments", i.e. identifying the right mobile moments in the customer journey and being able to act accordingly.Push notificationsFor companies faced with the decision to play the mobile website or app card, it's a matter of detailed consideration. When asked about the respective advantages and disadvantages, Michael Hinderling says: "Technically, the most important advantage of an app is that push notifications can be enabled. Not to be neglected is the smoothness of the animations, which is very important for the user experience. Therefore, a mobile optimized website should never try to imitate or replace an app. It should only be made as a website for mobile devices."

"The most important benefit of an app is that push notifications can be enabled."

Michael Hinderling, Hinderling VolkartAs a further advantage of the app, he mentions the marketing and thus the visibility within the App Store. A mobile-optimized website is only found when people are really looking for it. As disadvantages of an app, Hinderling cites the sometimes high development costs for the various systems such as iOS, Android and Windows Mobile. And on the importance of a classic website on the desktop, he says: "It is increasingly aimed at users who are in the office and should be designed accordingly - for example, with direct access to information.Elaborate publication as a disadvantageFor Reto Senn, the advantages of an app are also numerous: "Apps are much smoother to use, allow better interaction, have more functions, a better workflow, can come up with third-party libraries, and offer easy monetization through in-app purchase." For high interactivity, frequent use and performance-intensive applications, there's no way around the app, he says. As a disadvantage, he cites the time-consuming publication and maintenance of the app and the higher user interface costs. Mobile websites, on the other hand, are primarily suitable for static content such as company information and contacts or highly dynamic content with little interaction, such as news.B2E, B2B, B2CFor Frank Lang, the classic and mobile website is the duty, the foundation of a mobile strategy. The app is the free skate. "First of all, it is important to distinguish between the target groups - whether B2E, B2B or B2C - and to determine, depending on the budget, where you can achieve the greatest impact with an app solution. Internal app solutions that support the company's own workforce as well as those of intermediaries in their work are in vogue. If the critical mass is sufficiently high and the concept is target-oriented, then there is little to stand in the way of success," says the Managing Director of Goldbach Interactive.The comparison of the website with an app is not an either/or question, as the two platforms take on different roles, finds Frank Lang: "A mobile website is the destination for traffic from a wide variety of origins and is characterized by short, intensive and targeted use. However, the use of content within the browser comes with certain restrictions due to limited access to hardware and software features." An app, on the other hand, provides the heavy user with a more haptically involving and performant user experience in interaction and can make almost full use of the hardware and software features of the device.For Lang, these control questions are decisive in the design of an app: Do we have added value compared to the website? Is there a reason to use the app regularly? Is someone already successfully using the app? Does the idea solve a problem? Do we have enough budget to keep the app alive in the long run? What does the roadmap look like? And is there a business case? "If too many questions are answered with 'no', then the development doesn't make much sense". In addition to the strategic-conceptual part, secondly, you also have to look at the design, he says. Here, it is important to comply with the user interface guidelines of the various operating systems.These are the bestBut what are some successful examples of apps? And what makes them successful? Frank Lang says: "Half of my personal use is limited to the system apps on my Android. A good example is Google Now. Then I distinguish between two types of apps: utility/save time and entertainment/waste time: On the entertainment side, I use Twitter, Zattoo, Facebook, Google Newsstand, Buzzfeed. On the utility side, like probably almost everyone, SBB, ZVV, Google Maps, Evernote, Xing, LinkedIn and local.ch." For Michael Hinderling, the best apps are those that serve a purpose and are well implemented: "An example from the children's app category is "Kleiner Fuchs". An example of a successful app for frequent flyers is "Hipmunk", as it offers a very useful and innovative representation for flights.

"With the app "Uber", the experience from A to Z is just super."

Robin Wirz, Terria MobileReto Senn likes apps like Bring!, with clear usage and a simple user interface: "I also like the apps that come with the iPhone, such as Google Maps. I also consider Yelp and Airbnb to be very successful. And Robin Wirz names Uber as his current favorite: "Here, the experience from A to Z is simply super. From the creation of a user account to the app behavior before, during, and after a ride. Cab apps have been around before, but here someone has done everything right."Author: Gregor Waser