Back-end matters


Customer-facing apps need to be useful, usable, and (preferably) attractive. They have to compete for attention, let’s not forget, in an increasingly crowded space. Plus they have to establish themselves before a me-too rival comes along, and one will.

Attractive, intuitive…this is the part the customer sees.

App back-office or CRM data

But increasingly customer-facing apps need a back-office, or are based on CRM data. And often,  we as businesses don’t see this part as early as would like. We’re busy focusing on the customer experience of the app itself.

Which means we may leave it until late to ask ourselves some very important questions:

  • How will I get the 360° picture of my users?
  • What’s the R.O.I. of the app?
  • How can I trigger workflows based on user actions?
  • How can I report on users and added value of the app?
  • How can I collaborate on the newly generated data?

Chances are that when you want an app for your customers (or for your employees), you’ll want that app to:

  • be powerful and scalable – so that you can ramp up or down with seasonality and number of users, whether you have 500, 5000 or 500000.

  • connect to your CRM data

And of course, the simpler and more straightforward, the better. Back-end matters.