Q: When it comes to interacting with customers, how does your organization use apps?
Though many organizations still report that their smartphone apps simply serve up information, our authors asserted that "More astute organizations use smartphone apps to enable customer interactivity. For example, a restaurant that merely uses an app to provide contact information and to display a menu is still just providing information. A restaurant that provides this information and then complements it with the ability to make reservations, to select appropriate matching wines from the wine list, and for diners to provide feedback uses the smartphone to provide service, which makes the app far more of a differentiator."
* Excerpted from "The Rise and Rise of the Smartphone App: How Is IT Doing?" (
), Cutter Benchmark Review, Vol. 12, No. 8.