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Successful apps invest in users’ ROI

What’s the key differentiator between the apps that succeed and those that fail? The users. They decide its fate. It doesn’t matter how confident or proud we are of the app. Whether or not the app stayed within budget, leverages new technology or introduces innovative solutions is irrelevant. Perception is reality and if our users don’t perceive the app to be useful, it will fail. Focusing on maximizing your users’ ROI is imperative to its success.

The best way to hone in on the needs of your users and how to successfully address them is through feedback. Ask them how the app is working and listen to what they have to say. Feedback is imperative. Without it, you have no true understanding of how the app is performing.

There are two great ways to gather feedback: asking your reps for it outright and leveraging technology to collect it for you. The first option is the most direct. You want to know if your reps are using the app so you ask them. You want to know if it has the content they need, so you ask them. You want to know if it’s helping them perform better so, again, you ask them.

The problem with this method is that although you ask the important questions, your sales reps may not provide the best answers. Their responses will be skewed by their ability to recall details about how and when they used the app, their mood when you asked for feedback, and the fact that they’re more likely to tell you about the negative aspects than the positive ones. And, of course, they may not respond at all.

The second way to collect feedback, by leveraging technology, takes a little more effort on the front end, but then it’s virtually effortless both for you and for your sales reps.

With the right technology incorporated into your app, your sales reps can provide feedback without even realizing they’re doing it. Your app can collect usage data about who is accessing it and when and where it’s being used. It can also collect data about the content they find most useful. For example, do your reps seem to prefer written content like whitepapers and reports? Or do they really tend to enjoy the visual pieces like videos, infographics and highly interactive courses?

All your reps have to do is, well, nothing. As they use the app, you can observe their actions and behaviors through tools built right into the app. These tools collect user data to provide valuable analytics and metrics. You can use this information to continuously improve your content and release new iterations of the app.

Armed with the right information, you can focus on driving ROI for your users. Using the feedback they provide – either consciously or unconsciously – you can deliver content, resources and tools they need to be more productive and then you can commit to continuously improving it. This is what drives ROI for your users and what will make your app a success. 

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