Mobile Customer Engagement Pays Off
Name
2014_0901_MobileCustomerEngagement_WeillWoernerReynolds.pdf
Size
1.71 MB
Format
Adobe PDF
Checksum (MD5)
2c599e4a229686dacd554c2161c175ed
Author(s)
Weill, Peter
Woerner, Stephanie L.
Reynolds, Peter
Date Issued
September 18, 2014
Publisher
Cambridge, Mass.: Center for Information Systems Research, Sloan School of Management, Massachusetts Institute of Technology
Series/Report no.
MIT CISR Research Briefing, Vol. XIV, No. 9
Abstract
Mobile apps offer an opportunity for the IT unit to thrill its business partners, while the company as a whole thrills its customers. However, developing compelling customer mobile apps requires focus and commitment. It pays off companies that achieved high goals for mobile customer engagement had net margins and revenue growth significantly higher than their industry average. In this first briefing in a series, we share insights from case studies of Westpac and Woolworths and a survey of 339 companies on generating strategic benefits from a mobile strategy.
Subjects
Information Technologies
Business Models
Digital Innovation
The Cloud and Consumerization
Terms of Use
CC BY-NC 4.0 (Attribution-NonCommercial 4.0 International)
Persistent DSpace Link
