According to a PwC report, one in three consumers (32%) say they will walk away from a brand they love after just one bad experience. Unlike personal relationships, loyalty in the consumer world can be surprisingly transitory. This gets worse in the digital world where it takes just a few clicks and minutes to uninstall one app and replace it with a competitor’s app. There are similarities between how loyalty is formed in the physical and digital world. It all boils down to two things – how you feel about that relationship and how much time you are investing in it.
Deliver Delightful Customer Experiences
156. That’s the number of apps I’ve installed on my mobile phone. On any given day, I will be using at least 10% of them. And out of these, my favourite app is a local banking app. It’s one app that I feel was designed just for me. It’s completely intuitive, allows me to perform most tasks in less than 3 clicks, has all the functions that I need to perform banking on-the-go, is constantly updated with new features, comes with great performance and stability and most of all is very secure. These are what I’d refer to as key ingredients to provide delightful customer experiences.
A great amount of design thinking goes into building such modern apps that deliver intuitive user experiences. A pod-based team structure can be set up where you have all the stakeholders responsible for delivering the app. There needs to be strong alignment amongst all the stakeholders ranging from the software developer, the product manager, line of business all the way to the quality engineer. Everyone should know what they are delivering, why they are delivering and how they will be delivering.
Leveraging the right set of technologies will be a key success criterion for such apps. The app should adopt a cloud native architecture to ensure agility, scalability, and resilience. Security should be incorporated from the earliest stages of app development to minimize risk, time, and costs. These best practices coupled with a sound design thinking approach can help enhance customer experience and as a result improve loyalty.
Elevate Customer Engagement
Another way to measure loyalty in the digital world is by the amount of time consumers are using an app. App engagement time is crucial as it influences revenues through ads, spendings, as well as consumer data that can be monetized in the future. To maximize engagement and app-stickiness, companies are increasingly introducing more revenue-generating offerings within their apps. To that end, we’ve seen the rise of the one-app-to-rule-them-all aka a Superapp. Some of the well-known Superapps in Asia are household names e.g., Grab, Gojek, WeChat and PayTM. Grab for example started out as a ride-hailing app. Today its offerings include deliveries, mobility, financial services among others. Gartner anticipates that Superapps will be one of the top 10 strategic technology trends for 2023.
A major downside of a Superapp is that if compromised due to security vulnerabilities in the app’s code, a malware in its libraries, or a configuration error, it can become the-one-key-to-access-them-all for bad actors. It can be a free pass to not just tamper with, but also exfiltrate all types of sensitive consumer data. According to a McKinsey report, 71% of consumers said they would stop doing business with a company if it gave away sensitive data without permission.
To tackle this data privacy issue, all data exchanges within a Superapp should be encrypted. In addition, we should also perform real time monitoring of sensitive data leaks such as credit cards, and other personal identifiable information (PII).
Engage a Trusted Partner
To build customer loyalty in the digital world, businesses need to delight customers and keep them engaged. Leveraging cloud-native architectures, incorporating sound security and data privacy practices, and using design thinking methodology will be instrumental in building modern, secure, and engaging apps. In addition, it will also be important to engage the right technology partner who can support you on this journey.
For the past 30 years, SUSE has been helping customers realize their business goals through transformative and cutting-edge open-source technologies.
Rancher Prime is an industry leading platform that helps companies roll out scalable and resilient cloud native and container-based apps across a distributed IT landscape. It empowers DevOps teams to build and deploy modern apps and updates in a rapid and automated manner.SUSE NeuVector protects apps from bad actors throughout its software lifecycle from development to production environments. It helps security teams implement zero trust controls for apps that may be running in a distributed environment. NeuVector also comes with advanced preventive threat capabilities to prevent data loss in real time.
Learn more at this link: Rancher by SUSE.
Vishal Ghariwala is the Senior Director & CTO, APJ and Greater China for SUSE, a global leader in true open source solutions. In this capacity, he engages with customer and partner executives across the region, and is responsible for growing SUSE’s mindshare by being the executive technical voice to the market, press, and analysts. He also has a global charter with the SUSE Office of the CTO to assess relevant industry, market and technology trends and identify opportunities aligned with the company’s strategy.
Prior to joining SUSE, Vishal was the Director for Cloud Native Applications at Red Hat where he led a team of senior technologists responsible for driving the growth and adoption of the Red Hat OpenShift, API Management, Integration and Business Automation portfolios across the Asia Pacific region. Before that, he spent a significant amount of time with leading middleware vendors such as IBM, ILOG and Intalio, as well as the public sector.
Vishal has over 20 years of experience in the Software industry and holds a Bachelor’s Degree in Electrical and Electronic Engineering from the Nanyang Technological University in Singapore.
Vishal is here on LinkedIn: https://www.linkedin.com/in/vishalghariwala/
Application Security, Mobile Development