In our research and in our work with clients on their mobile intiatives, one problem comes up again and again: the very people the app is designed for don't know what it does or why they should use it. Here are some symptoms of a communications gap -- and they show up just as frequently in employee projects as they do in customer initiatives:
Your target audience doesn't know why they should use the app you've given them.
Your call center or help desk is inundated with basic questions.
Your key stakeholders are forever pinging you to find out what's going on.
People in the company don't know what you've been up to.
You don't know what your target audience really needs from the app.
When people get a new or updated app, they don't use the new features.
If any of these ring true for you, then it's time to implement or re-evaluate your communications strategy. We'd like to help, which is why we are initiating a research project into communications strategy for your mobile initiatives. My colleague Simon Yates and I are diving into this important topic to publish new research findings to help you build the most effective communications strategy.
You can help us by completing a short survey on your own communications strategy. You'll get a summary of the results and can ask for a conversation if you want to dig deeper with us.
Thanks for filling out this 3-minute survey on your communications strategy!