Uber shows the tremendous power of mobile. In just five years, the company has disrupted a massive global industry — and has achieved a valuation of $40 billion.
But in the app world, Uber is really a rare example of success. The fact is that most apps fail miserably, getting just a trickle of interest from users.
Why is this so? Now, of course, there are many reasons. Yet there is one that is often overlooked: a lack of effective customer service.
For example, it’s not surprising for an app to be devoid of a push-to-call button — or even an email form! No doubt, this can mean a horrible user experience and the abandonment of an app. Or, it could mean that your rivals will get more and more customers at your expense.
What to do? Well, Saleforce.com has a solution -- that is, a new system for in-app service called Salesforce Service for Apps , which is a part of the very popular Service Cloud platform.
By using a software development kit (SDK), a company can easily implement such features like live video, chat and tap-to-call. The software also allows for a company to provide its own branding within the app, such as with colors and logos.
Yet the real power of Salesforce Service for Apps is the leverage of data. So when a user makes a contact via an app, the support person will already have access to an in-depth profile. “We have found that the length of calls has gone down,” said Sarah Patterson, who is the SVP of Marketing at Salesforce Service Cloud. “Context is king.”
Already large companies like Capital One, Intuit and Eurostar are using the service. Then again, they have a long history of being customer-centric. And to this end, it means investing heavily on mobile. Consider that about 88% of consumers’ time is spent on mobile apps. In other words, it’s a no brainer that in-app support should be a key part of any app strategy.
In terms of availability, the Salesforce SOS service (for live streaming) is generally available. Although, the other services will go into private beta during the second half of this year.
Tom Taulli (@ttaulli) is the founder of OptionExercise.com, which offers both a free web and iPhone app to analyze your employee stock options.
