Mobile apps have proven to be a new tool that businesses can use to engage with customers in a variety of ways: providing information, as a customer relations management tool and to build a brand—to name just a few. An October 2013 survey of executives at companies with annual revenues of at least $250,000 conducted by Forbes Insights and Adobe found that they were using customer-facing apps for all of these reasons.
However, the most common use of mobile apps was to communicate with customers, named by 83% of respondents. Next was the provision of customer service or support (79%), the provision of information about a product (74%), facilitation of transactions (69%) and brand engagement (67%). Read the rest at eMarketer.