No, I Don’t Want Your App! - Is App Fatigue Hurting the Customer Journey?

(I can hear my Dad yelling at his phone while writing this….)

In our last post, we talked about how the customer journey has evolved into a 'choose your own adventure' experience, where people navigate their own paths, seeking information on demand and making decisions on their own terms. This shift underscores a fundamental desire: customers want control over how, when, and where they engage with products en route to a potential purchase.

Yet, despite this clear preference for autonomy, a contrasting trend has emerged in recent years. Brands, particularly those looking to enhance their eCommerce presence, are using branded apps to dictate the customer experience. In sectors like travel, entertainment, and dining, customers can access their tickets, check-in to hotels, or make a dinner reservation, but only after downloading a new app and creating a new account with a password. Don’t forget the verification email!

This scenario begs the question: are brands using these tactics as a last-ditch effort to control the customer journey that's increasingly out of their hands? By imposing app downloads, are they prioritizing their desire for control over the seamless, flexible experience that modern consumers seek? What about customers who don’t have a smart phone – what are they to do? With a reduced trust in traditional digital metrics like site traffic and email performance, are brands solely focusing on app engagement? If so, are they reporting the percentage of customers who delete their app after the event and unsubscribe to future emails?

The essence of today's customer journey is empowerment and choice. Brands that recognize and respect this—offering accessible, user-friendly options without unnecessary hurdles—are likelier to foster loyalty and satisfaction. Conversely, those that impose rigid structures risk alienating the very audience they’re trying to engage.

While branded apps can enhance experiences when they add true value, mandating their download as the sole means of interaction often undermines customer autonomy. It's a delicate balance between guiding the customer journey and dictating it.

If you’re ready to apply a smarter, customer-first journey to your healthcare marketing strategy, visit BinoRhino.com to start the conversation.