Your Account
The focus at this stage is to be useful , to engage and delight , in order to retain customers or encourage member loyalty . Because , mobile apps are the most appropriate touchpoint for : repeat interactions and frequent transactions ; customers and members already loyal to a brand ; mobile first use cases ( that couldn ’ t exist without unique Smartphone capabilities ); services leveraging rich and contextual data ; etc . Crucially , it costs less to retain a customer than acquire a new one .
App Retention Continues to Improve : During the last four years , the percentage of apps used 11 or more times increased 13 %, climbing to 39 % in 2014 . These improvements can be attributed to an increased understanding of and focus on user engagement that has enabled developers to create more useful and personalized apps .
Localytics 2014
Apps are the ideal touchpoint for customers and members to self serve , and manage their accounts and transactions with you , anytime and anywhere . Give customers control and the level of convenience that only apps afford .
44 % customers download apps to keep track of order status . 38 % customers download apps to review and manage a loyalty account .
Responsys , April 2014
User can manage booking ( and self-serve )
Users should be able to manage their booking in-app , and change any dimension of it ( e . g . dates , extras , etc .), and see the results confirmed to them for reassurance . Avoid directing customers to the contact centre for this type of interaction , because it frustrates customers and puts call volume and cost on to the business . ( See image 29 ) image 29
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