9November 2017protocols and practices to ensure that their data and their customers' data, remains secure.APIs and Web StandardsTo achieve these goals, companies must focus on delivering services and information quickly and securely. In many cases, this involves writing or re-writing web services to restful JSON APIs. Companies should plan their security protocols carefully. They should consider whether they are servicing consumers only, or whether they need to provide business to business (B2B) connectivity. Leveraging industry standard protocols (e.g. OAUTH 2.0) with appropriate encryption in place is essential.The API layer is where all the data interaction occurs. The APIs should be designed so they can be used by the web sites, mobile apps and any B2B interactions.Mobile ChannelsCompanies must decide how they wish to deliver a superior customer experience using mobile technology. In some cases, re-using responsive and/or adaptive web content in a mobile container may be acceptable. Often, however, customers expect native mobile applications tailored for their specific device. Companies must carefully analyze the services provided by their web sites and determine which services need to be delivered via mobile apps. This analysis highlights the importance of analytics gathering on customer interactions. The data from the analytics is used to target the specific mobile platforms used by their customers and to design apps tailored for those platforms. Continuous ImprovementCustomers expect companies to evolve and grow with technology advancements and trends. This requires diligence and investment to continually improve the web and mobile experience to keep them both relevant and continue to provide the customer with a rich, personalized and immersive experience.Be loyal to your customers! Give significant consideration before making any major usability changes to your web sites or mobile apps unless the changes are driven by complaints. Customers appreciate improvements but may not like the "new interface" as much as the people behind it may think.How Important is the Omni-Channel Strategy?According to market research firm, eMarketer, there will be more than 2 billion smartphone users worldwide in 2016.Companies that make the effort to understand who their customers are and how they wish to conduct business and create an omni-channel strategy to meet their customers' expectations will be successful in the digital marketplace. An omni-channel digital experience strategy is essential to compete in the digital marketplace
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