Mobile Customer Advocates

Time and time again I see one thing being overlooked in mobile.

Can you venture a guess?

Would you believe that organizations actually forget about the mobile user and the mobile experience somewhere between concept and implementation?   This is not done on purpose or through some evil plot from the tethered zombies.  It just happens.

Ideally a mobile project stems from a carefully thought out mobile strategy which began (hopefully) by asking relevant questions that revolved around the mobile user.  Your mobile strategy is an extension of you, your brand, your products, your image, your reputation and even your people.  It reflects you.  It represents you.  It is you.

But a lot can happen from mobile strategy… to mobile project… to mobile implementation (or mobile strategy execution).

Many times the mobile user is forgotten during those deep dive architecture sessions.  As we talk about business requirements and time to market we forget to stop and ask the question: how is this decision going to impact the person we are doing this for?  Does this impact the mobile experience? If the answer no… then great! Move on.  If the answer is yes… then let’s at least talk about it.

It is almost as if someone should be present at every meeting representing your customer.  Your mobile customer.  You are doing this for him or her… why not have them integrated into your process?  Of course I am not talking about just anyone off the street, but someone who will stubbornly represent the customer for whom you are doing this.  Someone with a mobile angle and deep mobile user experience who will ask those sometimes forgotten questions.  Let’s call these people (for lack of a better term) – mobile customer advocates.

If you are a small and nimble mobile development shop you don’t have this problem.  You don’t have to read this (in fact go away).  But if you are a large enterprise executing a mobile strategy make sure you don’t drop the mobile user from the project plan at any point.

But the business represents the customer you say?  Yes … and no.  Remember that your business units already have a full time role and are busy with their day to day tasks… plus they may be looking at that mobile application as a potential increase in revenue and are focused on that one point.  Or maybe you just told them they needed mobile and they are simply complying with your wishes.

It may in fact be an easier process than you think… it may just be about asking the questions…

• how do these decisions impact our customers when mobile?
• how do these decisions impact the mobile user experience?

Next time you go into a meeting simply put on your Mobile Customer Advocate hat… and ask those questions.  You may be surprised at the direction your project takes.