When the iPad first came out in April of 2010, no one could have foreseen how enterprise apps would reshape the modern business landscape.
Let’s face it, we live in a world of apps.
Getting directions to your vacation destination? There’s a map app.
Filing your income tax return? There’s a tax app.
There are apps for anything, and that trend isn’t going away.
But is there a limit to the number of apps people will use on a regular basis? According to a Nielsen report, the answer is yes.
The report shows time spent using mobile apps has gone up over 65 percent in the past two years. Even more interesting is the number of apps used per month leveling off.
This past Q4 in 2013, the study found just 26.8 apps were used per month. The previous Q4 in 2012, just 26.5 apps were used per month.
So people are spending more time in their mobile apps, but the number of apps they use is remaining the same.
This “glass ceiling” for apps is good news for the superstar apps of the world like Facebook, Gmail, weather or map apps nearly everyone has downloaded to their device.
It’s not good news for enterprise mobility.
The fact that just because someone downloads your app, whether it’s a sales enablement tool, CRM app or any other kind of enterprise app, doesn’t mean they’re using it.
You’re now competing with the superstar apps.
That’s where app usage and sales app analytics comes into play.
One of the biggest keys to companies increasing their mobile tool adoption rates and getting those users that downloaded your app to actually open it up and use it on a regular basis is focusing on sales app analytics. These four steps can help your company do just that:
1. Create a simple metrics report based on core actions
The sales app analytics report needs to be scannable so you can quickly see how your team is performing as a whole. Even better is a simple email format that can be sent directly to VPs, Directors and Area Managers.
2. Monitor weekly key metrics for six months
This will give your team a sufficient data set to suggest and drive positive change and mobile sales app adoption. Any sooner and you may be jumping to conclusions that are not real and could actually hurt adoption.
3. Identify the delinquent users and use metrics to confront them
These users are either slow adopters to new tools, technophobes, or entrenched in their own process. Managers at all levels need to know who the delinquent users are so they can be targeted individually for improvement.
4. Use metrics to tweak process, update collateral and train users, not emotions
This will give the manager a sense of the ebb and flow of sales tool usage, and will quickly see when a particular individual rep needs to be coached on the app. A quick response to issues is key to enterprise mobility success, and gives your team the confidence they are being supported fully.