Your business will not perform to its full potential if you don't have real-time mobile analytics measuring business performance at a very granular level.
This is according to Dr Eugene Wessels, GM of data analytics at King Price Insurance, who spoke at the ITWeb Enterprise Mobility Summit 2016 this week about using mobile analytics to drive productivity and organisational culture.
Wessels explained organisations are increasingly using mobile devices to interact with staff and clients through mobile browsers and apps. Gone are the days when retaining a stable "business-as-usual" environment would create business growth. Now it's all about understanding how to do things differently in order to survive, he added.
"Companies looking to select the right business intelligence tools need to identify the degree of data analysis they need, how much technical expertise they have in-house, and work out whether they want to integrate existing platforms," he explained.
Wessels discussed the three design principles that organisations need to adopt when implementing a mobile analytics strategy.
"Organisations first need to give employees the right technology and use it to move from a perception-based decision-making approach to a reality-driven scientific decision-making approach. Secondly, things are moving so fast in a technology-driven world that organisations have to be in a position where they can slow processes down and speed things up again as and when required.
"Thirdly, mobile analytics needn't be limited to your smart device; companies can also introduce gamification, using game design techniques to motivate employees to achieve their goals. We operate in a dynamic environment, therefore organisations have to design their measurements, define their objectives, and be sure that their timing is perfect because clients are not interested in design analytics of yesterday," he warned.
According to a report from Strategy Analytics, the mobile enterprise business applications market hit $40.5 billion at the end of 2015 and will grow to $63 billion by 2020.
"There is tremendous pressure on businesses to make workers more productive. Throughout 2015, companies rolled out new mobile, social, cloud and big data analytics-based business applications to help deal with changing customer, employee, and partner expectations," said Gina Luk, author of the report and Strategy Analytics senior analyst of mobile workforce strategies.
For you to have a long-term strategic emphasis on mobile analytics, you need to ensure you have the right investment because you want to pull all your employees and clients in the same direction, asserted Wessels.
King Price Insurance, he continued, has a mobile app which consists of a grouping of measurement section that is accessed by its chiefs, directors and external investors. Then the organisation breaks it up into the business sections where each section is assigned to a head or a general manager.
"The purpose of the app is to strategically measure insurance book size, client cancellations, dropped calls, influx of claims, and call centre agents' performance. It also weighs the daily measurements in comparison to our sales target," he pointed out.
"When implemented well, apps that measure employee performance can add value to both staff and the organisation. If organisation leaders are tech-orientated, they constantly monitor these apps and engage with staff members. I'm always in communication with my employees, performing ad hoc investigative analysis. We also utilise the sales dash board which provides client-based information such as policies sold, policies on cover and service experience," he concluded.
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