Almost every organisation’s tagline centres on ‘customer-first’. That’s why ‘there’s an app for that’ has become a common catchphrase. Indeed, mobile apps are now a focal point for most organisations.
However, there is a disproportion between what is expected by consumers in today’s digital economy and the customer experience that is delivered by the organisations with which they interact. While consumers own powerful smart devices, many of the companies servicing them aren’t delivering the features to capitalise on these capabilities.
The reality is that these companies have forgotten that customer experience is the number one priority when it comes to designing apps, and not the company’s experience.