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A brand is an emotional concept. A name or symbol can evoke images, ideas, feelings, lifestyles and aspirations. Businesses work hard to cultivate and develop their brand identity – they use their brand to say this is who we are, this is what we do, and this is what we can accomplish together. No matter how many moving parts there are within an organisation, a brand influences how a company is perceived, making it crucial to constantly look for ways to improve that perception.
For client-focused businesses, brand loyalty represents a relationship between a client and an organisation. This relationship is built on a client’s trust in a brand to be reliable, communicative, and effective. If a business can maintain a brand identity that aligns with a client’s ideals, the relationship is positive and generates revenue.
While most client-centric businesses focus on providing uniform services that address the needs of many, a business that prides itself on being a white-glove service provider tailors its services to its clients. These brands are associated with exceeding expectations, individualised attention to detail, and adjusting to their clients’ needs. Clients who choose first-class service providers are paying more for an experience that promises to do more – they are paying for a brand that caters to them personally.
In today’s mobile world, the most personal extension of an individual is their mobile device. Phones allow people to connect with those they love most, keep a record of their conversations, store their photo albums, and have the ability to capture memories. Phones are their emails, their banks, their wallets. People can use their phones to map where they are going, order transportation, board a plane, or call for help. Phones are so personally tied to each person, that to even unlock them can take a fingerprint or facial identification. For a client, phones can get them almost anything they need. For a white-glove business, a mobile strategy provides the best service to a client.
While many businesses have seen the value in employing a mobile presence, developing a business app is complicated. As Moxtra’s Head of Marketing Leena Iyar explains, without a set template for a functional mobile app, the process of going mobile is daunting.
Moxtra has identified the need for businesses to have a mobile strategy, creating a platform that enables organisations to power one-stop business destinations and engage with their clients on demand.
By analysing the business-client relationship, as well as on-demand mobile expectations, Moxtra has classified a successful mobile strategy as one that…
…is under the organisation’s unique brand
Developing a branded mobile application allows clients to recognise the advantages of a business’s mobility as part of the brand’s identity.
…is a one-stop business destination
In order to establish trust on a mobile platform, a one-stop business destination should be a secure space to discuss and process high-value transactions, with a paper trail and the ability to review and sign timely documents.
…offers on-demand assistance to clients
As with any relationship, there should be communication. When a business is available on mobile, conversation is more convenient and on record for future reference.
Exceptional service means meeting every client where they are, when they want. A business-client relationship starts with a brand’s perceived promises to a client. A client remains loyal to a brand who delivers on their promises. A white-glove service provider promises to deliver individualised, bespoke service to clients. In today’s mobile world, that service should involve meeting a client where they are, on-demand, and on mobile. A mobile strategy evokes a brand that is both personal and relevant.
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