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2020 Mobile App Engagement Benchmark Report

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We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

The Five Stages of Reducing Mobile Customer Churn

Retention is a top priority for mobile marketers. Our new five-step framework is here to help you improve your existing strategy.

Download Now

Guide

View resource

Guide

2020 Mobile App Engagement Benchmark Report

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help app publishers across categories understand their app’s engagement strengths and areas for improvement.

Download Now

Product Management

The People-First Approach to Enterprise App Development

Ashley Sefferman  //  November 5, 2015  //  4 min read

When it comes to building great apps, success lies less in the product and more in the process. Aligning internal teams under a single rallying point—the customer—helps enterprise apps go from good to great.

TUNE and Apptentive joined forces to bring you a brand new guide: The People-First Approach to Enterprise App Development (grab your free copy here!). This guide showcases the power of building great teams and apps through a people-first approach—something we’ve both learned over years of building efficient organizational structures and working with some of the best enterprise apps in the world.

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Both former startups based out of Seattle, Apptentive and TUNE have grown over the last six years to become industry leaders in mobile app marketing. We’ve both overcome the hardships of growing pains only after learning the power of the people-first approach, and we want to share the lessons we’ve learned on building great teams and apps with you, our mobile marketing communities.

Throughout the guide, Apptentive, the mobile customer communication solution for enterprise apps, provides tried and true strategies for product ideation and validation. And TUNE, the leader in the measurement of mobile marketing performance, details a blueprint for post-release innovation based on customer data points and demand. But both sides of the spectrum ultimately come down to one thing: Aligning employees around a single rallying point, the customer.

Here’s a quick peek into what you’ll learn:

Turn your delivery funnel into a delivery chain

We’ve all seen it: Commercial and Product teams fighting over opposing priorities. That is, if they’re not altogether isolated by outsourcing or internal distance.

This conflict is just as evident in the world of apps as it is in any other business. The process of app development often resembles what we call the delivery funnel. In this approach, each team, from Marketing to Product, works independently with little to no communication.

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This fragmented funnel is old news for many organizations. At TUNE’s 2015 Training Camp, attendees of companies large and small attended a session, presented by TUNE’s Ian Sefferman and Apptentive’s Robi Ganguly, predicated on their existing awareness of this organizational problem. For these companies, the challenge was less of identifying that there was a problem and more of identifying a way to fix the problem.

The conference attendees listed off a dozen byproducts of a muddled app development process. While prolonged delivery cycles, an unvalidated product, and sacrificed profits were all common consequences of such a fragmented funnel, there proved one clear loser: the customer.

In an ideal world, the customer is the nexus of the product delivery funnel:

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Our delivery funnel now becomes a delivery chain. Each team is interconnected and augmented through a process of continuous communication and collaboration. And as a result, all teams experience reduced workload, strengthened communication and accountability, shared ownership, and superior output.

Traditional app development vs. people-first app development

People-first means involving customers at every step of the process, from the drawing board to post-launch support. It’s less of a process, and more of a mentality. It’s the idea that everyone in the delivery chain ultimately reports to the customer. When evaluating a project proposal, people-first is the idea of seeing a miniature customer on your shoulder, and asking: “Would this provide value to you, the customer?”

Here’s a quick look at how the app development process changes when people are put first:

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By putting the customer first, you’re relegating the once end-all, be-all metrics of downloads and revenue from end goals to byproducts. These numbers are just as important as ever, but instead of evaluating each team on their own set of metrics, the people-first approach entails going after a greater, overarching metric. It’s the notion, “If we listen to our customers and design an app they love, then revenue, downloads, and loyalty will follow suit.”

Like what you see?

There’s more where that came from! Grab your free copy of our guide now and start building your team and app with a people-first approach.

We’d love to hear what you think about the content and what you’d like to see more of in the future. Leave your thoughts in the comments below!

About Ashley Sefferman

Ashley Sefferman is Head of Content at Apptentive. A digital communication and content strategy enthusiast, she writes about multichannel engagement strategies, customer communication, and making the digital world a better place for people. Follow Ashley on Twitter at @ashseff.
View all posts by Ashley Sefferman >

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