Do you know that one of the main barriers for adopting Enterprise Mobility is lack of ROI data? As with every other initiative, Enterprise mobility too must demonstrate positive ROI in order to justify its demands for further investment. This can easier be said that done because of the well-known problem of choosing the appropriate metric on which the success criteria for the adopting of Enterprise apps will be based.
Just like consumer apps, Enterprise apps impose the same challenge of doing proper measurement and choosing the right metrics while doing analytics and reporting. The truth is, it is not as difficult as it seems because enterprise apps just like consumer apps have their own end user and they tend to manifest similar patterns of usage of enterprise vs. consumer apps. Therefore many of the metrics used to track the success for consumer apps are applicable for enterprise apps as well.
When it comes to the question of which metrics to actually choose to follow, we are pretty much confident to borrow from the art and great work done by SaaS companies (thanks Prudent Cloud for helping us with the list) being true champions in growth models and in depth metrics they have developed to show the real picture of success of a mobile app. Many of these metrics can easily be translated to determine the real success of an Enterprise app as well
Now it is time to grab the notebook:
- Number of downloads: This is one of the the most important metric you need to analyze. See the trend line of app downloads and whether the same matches your projections. If you have multiple apps for various operations such as CRM or finance, compare performance between departments and see whether they lack behind each other in terms of adoption
- Retention: Retention tells how many users come back to open your app just because they embraced it. Just like repeating customers, retained users are one of the most precarious metrics in application engagement. With retention screen you get an insight of percentage of users coming back to use your app again.
- Engagement, both in terms of time spent and frequency of usage – Are people snacking on your app (using it frequently for short periods of time)? Are they bingeing on your app (using it for long periods of time infrequently)?
- Key funnel behaviours – this is going to be different for each app, but you’ll want to capture the key behaviours that signify the funnel that drives your users down the various value-paths you create in your app
- Application Logins: it is always a critical statistic to measure how many users are signing onto the application. It not only talks to the scale of the application, it also demonstrates the critical nature of the application. If you broke down the logins by the role of users in the application – for example a HR Manager versus a VP of Talent Management, and individual usage patterns should help drive focus areas in your product roadmap.Marketing can use this same information to create day-in-a-life documents or case studies on the critical nature of the application. Operations can use the metric # of logins as a way to demonstrate the scale, SLA and also determine peak/off-peak usage patterns for performance benchmarking, planning scheduled downtime etc.
- Time Spent in the application: This metric talks to the stickiness of the application. In this day and age, users seek smart business processes that are not click-hungry and easy to achieve. When they are spending longer time on a given process could imply productivity loss and in the long run could lead to unhappy users. Client Services should look at this metric to identify opportunities for training (or lack thereof). It is always critical to standardize a typical lifecycle of a business process and see if there are reasons to be concerned if deviation from the benchmark is large.
- Business Transaction Density (Quotes created, Search conducted): Capturing metrics around the key activities performed in the application such as creating orders, creating customers, search conducted, user roles created, projects created, surveys conducted, documents uploaded are all great ways to measure the coverage of usage of the application.
- Tickets logged: Probably not one of the most favourite metrics. But it surely has a bright side. It is much better than not have any tickets at all – at least you know your app is used. While it is standard to bucket tickets into product areas, we recommend you break down tickets into those logged by new users, critical areas of business process and specifically those logged during critical dates (month end, quarter end and year end). The easier you make new employees to adopt the application, reduce the instances of fall-over the more purpose with which they will use the application. Conversely, the more troubling it is to get accustomed to the application the sooner they will desert it. Critical areas in business process and critical dates need no highlighting as to why they are important.
- Timeouts: Timeouts are probably the worst kind of issues. In addition to creating a bad perception of the product, they also could point to infrastructure issues, missed test cases. They also put client services in a bad spot where they cannot explain the cause unlike a product deficiency. Considering that it is not always possible to root out all time out issues due to the varying nature of access (cable, dsl etc), it a great idea for client services to have a “Have you checked this?” list. Worst of all are those that happen during crucial demos to prospects.
- Downtime: While unplanned downtime is bad and puts your CEO in the news for the wrong reasons, planned downtime is equally painful from the customer point of view. Given the round-the-clock nature of world we live in, people extend their work lives to evenings and weekends. So having excessive downtime and more so, those that went over the announced window need to analyzed. No one likes to work on weekend and if you cancel plans to work on weekends only to find out that downtime window has been extended would not make for a happy user on Monday.
Follow these 10 metric and you can rest assured that you will have the real picture over what’s happening with your enterprise app and whether the investment is worth the profit.
Our clients usually come to us with gamut of questions on this topic which is why we have assembled our small team of analyticians to address similar requests on a weekly basis. If you want to be considered for a free consulting over how to measure success and prove ROI of your Enterprise mobility endeavour, apply here.
Make sure you also share a metric that you find it to be a good fit for tracking Enterprise apps according to your experience.