The number of customers who are banking through mobile applications is only increasing. According to an Asia Pacific Survey conducted in September 2023,
87% of online Indian adults expressed their desire to do ALL their banking on a smartphone.
But is your sales technology on par? Do your RMs have access to apps that are intuitive, engaging, and productivity-driven?
Venkat Malladi (CTO & Co-Founder, Vymo) shares five lessons that you can take from consumer apps to build sales apps that will help increase productivity and encourage adoption.
- Focused Hero’s Journey
Consumer apps like Uber and DoorDash have mastered the art of the “hero’s journey” – a core task that they excel at, whether it’s booking a cab swiftly or ordering food with ease. While this approach may not be possible in a banking scenario considering various personas who will be using your app, it is still important to identify a similar hero’s journey for these personas (be it an RM, Sales Manager, or Leadership) with precision.When vetting apps for your organization, take into consideration if they tailor user journeys for each of your personas and create defined journeys for each of them.
- Focus on Creating an Intuitive User Interface and User Experience
“Navigating Netflix is a breeze,” Venkat explains. “The application encourages you to explore options, key in passwords, listen to reviews, and rate your feedback on a TV show, all in a matter of a few clicks and swipes.” These consumer apps set a high bar for user experience.But, sales tech rarely meets it.In a 2020 survey, 76% of sales leaders reported that their team doesn’t use the majority of the tools in their CRM.Your RMs are the same individuals enjoying Netflix, Amazon, and DoorDash. It’s vital that their experience with their Sales Apps matches the fluidity of their other digital interactions. A counterintuitive interface can lead to user frustration, hampering productivity and engagement. So, you must create or choose apps that are smooth, efficient, and easy to use.
In today’s fast-paced world, your Sales Teams need on-the-go access to their applications. Sales apps built with a mobile-first approach keep the workforce connected and empowered, even when they’re on the move or working remotely.
- Analytics and Insights
Amazon’s prowess in data-driven decision-making serves as a beacon of success. Your app should leverage data to provide insights into how employees are using the platform.This, in turn, can offer intelligent recommendations and suggested actions to users, making their experience more efficient and productive.
- Continuous Improvement
Consumer apps regularly release updates, keeping their users engaged and satisfied. Apps for sales teams should adopt a similar approach by actively seeking user feedback and staying attuned to market trends. A feedback loop, coupled with regular user interaction, should guide the evolution of your app’s features, aligning them with user expectations and industry shifts.According to Venkat, “most (sales) apps today struggle with low adoption rates. To appeal to users and improve adoption rates, it may be worth it for (sales) apps to take a leaf or two out of the customer app book”.To start this transformation, consider your three favorite consumer apps, dissect what makes them exceptional, and envision how those aspects could enhance your internal seller app. With these lessons in mind, you can build a blueprint that bridges the gap between your sales teams and your software, ensuring a user-centric, efficient, and continuously evolving solution.
*an original version of this article appeared on Forbes Technology Council