Top five CRM trends you should know about

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A winning mobile engagement strategy requires integration, good design

Source:  Thinkstock

With so many consumers using smartphones, just about every company has responded in kind by offering a mobile app.

But there's a difference between offering an app and making one that's a bridge between contact center and customer. Retrofitted desktop apps are more likely to fail on mobile devices because they are a different medium.

To have a successful mobile engagement strategy, apps should have mobile-specific interfaces with action buttons that lead users through tasks, several industry observers say.

On the other side, a company's app should be able to connect users with its multichanneled contact center continue the conversation started on the device. If customers hit a button on an app and can't connect with a call center -- or if they have to repeat information to an agent-- then they might give up and try another brand.

More on mobile engagement strategy

Mobile channels: The right and wrong ways to reach customers

Krispy Kreme app demonstrates the tastiness of mobile engagement

Mobile CRM apps aim to connect customers, contact centers

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