The first article in this two-part series highlighted the growing rise of mobile applications and solutions within the greater framework of complex spend management. Earlier, we discussed how mobile apps and technologies were revolutionizing both traditional and newfangled concepts within travel and expense management and contingent workforce management. Today, we’ll not only apply this thinking to another major complex spend category – meetings and events management – but also unleash three recommendations for any organization on the fence in deciding to infuse mobility into their programs.
This next category we’ll cover from a mobility standpoint is one that has undergone a revolution of its own over the past couple of years, and, as we’ll see, mobile is playing a big part in that revolution.
Previously on CPO Rising, we’ve talked about the evolution of meetings and events management into a concept now referred to as “engagement management.” Within the modern scope of this notion, mobility is not just playing a simple role…it’s perhaps the most vital role of all within the complex series of components of the engagement lifecycle and serves as the premier tool to engage current and potential attendees. Social media is the ideal instrument in engaging attendees, and with the major platforms (such as Twitter, Facebook, Pinterest, Tumblr, etc.) available and heavily-utilized on smartphones and tablets, it only makes sense for companies to leverage mobility as the main source for reaching out to attendees with specific content, agenda updates, speaker information and other aspects to upcoming events (both live and virtual).
While mobile apps and portals play a significant role within the pre-event stages of engagements / meetings, it’s also important to note that mobility is actively enhancing the attendee experience on-site. Dedicated mobile apps are not just utilized for engaging attendees; once they’re on-site, one-on-one appointment-setting can help attendees make the most of their conference / event time and provide a slew of real-time content to ensure that they receive maximum value from the meeting. On the planning / enterprise side, mobile apps for meetings management can help planners (and the marketing team) better communicate with each other during the actual event and facilitate better on-site execution of all meetings-related processes.
One solution provider who has taken the mobility opportunity very seriously is the Active Network, Inc. (NYSE: ACTV), who last year launched a full mobile suite designed for event organizers to better serve, engage, and understand their attendees. The different apps within the suite enable capabilities like event scheduling, local-attraction search, surveys, QR-code contact exchange, and attendee-to-attendee messaging. These features engage and entertain the attendees while enable better networking and providing richer data for the event host. The suite also enables suppliers to view and manage RFPs.
The typical organization, in reviewing their options for fusing mobile applications into their complex spend management programs, must fully understand how these solutions can enhance existing processes and add value to an already-crowded slew of technology. The following recommendations will help those companies make the best of mobility in complex category management:
- During the first months of mobile utilization, do not force staff to leverage the apps and portals. While this issue has nothing to do with age or tenure, there are going to be both executives and employees that are reluctant to leverage mobile apps due to a variety of reasons, including data security concerns and a general disdain for portable technology. Therefore, it is critical to not force mobility on these individuals and instead gradually inform them of the solution’s benefits, such as enhancement of tiresome processes and access to real-time information wherever they may travel (the convenience aspect of mobile apps can also be an easy way to convert non-users).
- Understand that mobile applications are more than just mere extensions of existing solutions. Some organizations might view mobile apps / solutions as being grounded in the consumer world instead of the business world. However, this line of thinking is fast-becoming archaic. Within a function such as travel and expense management, the mere presence of mobile apps can drive down costs and improve key processes, while also allowing executives access to data and analytics while on the go. This leads us to our next point…
- Mobility, like “Big Data” and the “cloud,” is going to be a permanent part of the business for years to come. As stated in the first part of this article series, some technologies are nothing more than a fad. Some companies may have viewed mobile in this regard, however, as proven over the past few years, it’s a solution that’s here to stay. Within the confides of complex spend management, mobile applications are a critical means to enhance existing processes, improve productivity, provide a clear and instantaneous pathway into corporate intelligence, and drive ultimate value as a pillar of the future.
RELATED ARTICLES
Mobility and Complex Category Management (Part I)
A Collaborative Approach to Event Management
Engagement Management and the Evolution of Events Management
The Next Wave of Events Management
Tagged in: Category Management, Christopher Dwyer, Complex Categories, Events Management, Mobility
