When your company enters into any mobile platform, you must establish a sense of trust with your customers in order for them to stay engaged. If your company breaks the rules of mobile engagement, the results could be disastrous for your presence in the mobile world. The common mistakes companies make with their mobile applications include disregarding opt-in or opt-out rules, having deceptive advertising techniques, violating the Children’s Online Privacy Protection (COPPA) Act, and Phishing.
Disregarding Opt-in or Opt-out Rules
When you give your users the option to receive updates and notices through your application, it is extremely important to adhere to the user’s preferences. If a customer opts out of receiving your company’s newsletter, you must respect those preferences and delete them from your mailing list.
When a company does not adhere to their customer’s preferences, the customer can become annoyed and lose trust in the company. Sending unwanted text message ads can lead to a hefty fine, too. At the end of the day, losing the trust of your customer is certainly not worth forcing your newsletter or updates on the customer.
Violating the COPPA ACT
Since its conception in 1998, the COPPA Act has protected children under the age of 13 against companies that try to collect personal information from them. Compliance with the COPPA act is essential because there are a large amount of mobile users under the age of 13. Complying with the COPPA Act simply requires a company to have users verify their age before they access certain portions of the company’s mobile app. Your company’s mobile app should be designed in a way that it redirects users under the age of 13 when they attempt to access pages that will require them to provide the company with secure information.
Deceptive Advertising Techniques
Deceiving customers through advertising techniques is a practice that continues to harm the business-consumer relationship. When your company make a promise to its consumers, it is imperative that the promise is kept.
One common form of deceitful mobile advertising would be offering free unlimited access to the user and then charging their account. This type of advertising for your company’s mobile app will only lead to resentment and disappointment for the customer and does nothing to help your company financially.
Failure to Prevent Phishing Attempts
The term phishing is used to describe any fraudulent attempt at obtaining a customer’s username, passwords, and other forms of personal information. It is in the best interest of your customers and your relationship with them to take the necessary steps to prevent such attempts. Your company can do so by alerting customers of any known phishing attempts, ensuring that the emails that you send are secure, and making sure that any phishing attempts are dealt with quickly and effectively. Not only will you be protecting your customers, but you will be improving the trust that they have in your company.
Avoiding these mistakes is important to the success of your presence on mobile platforms. If your company has already made these mistakes, then implement policies to ensure it never happens again. Doing so will increase the trust customers have in your company and will allow future customers to deal with your company without worry.