Every-time I see yet another app released by a bank, telco, healthcare company; I wonder how long before the initial hype dies down and they go back to the drawing board. I have told many of our clients “don’t build that app” when they ask us to build yet another app, foregoing a potential hefty profit.We have arrived at the inevitability were people don’t really want to install and use yet another app!
If you have recently spent a lot of time debating what features to have in a new app, then done your R&D and launched it. You must be in that space where your digital agency is getting you 100’s maybe 1000’s of downloads by using many different ads on Google, Facebook, instagram etc. But at the same time scratching your head wondering why no one is active on your app. Did we get the features wrong? Did we get the Ui/Ux wrong? Aren’t our customers digitally savvy as we predicted? To be honest you probably got all these things right. But chances are; if your app was for consumer engagement, you are probably trying to reinvent the wheel, when your consumers are cruising in a self driving tesla.
People are happy living on digital channels of their choosing, May it be Facebook, whatsapp, twitter, snapchat or any other. and they want to have end-to-end engagement on those platforms.
So like it or not, if your are a small company or a large corporate; dump that app and get your digital response handling right. This means a carefully thought through failsafe execution of interacting with your customer on the common social and digital platforms.