So, how's that app working for you? Is it binding users to your company, building brand equity, and providing high "exit barriers" for customers? That's what the big-time successful apps are doing best, notes Robert Plant in a post at the HBR Blog Network.

If your app isn't performing up to the standards set by the likes of Amazon, American Airlines, and Bank of America, it may not be firing on all cylinders. In other words, it might be time for an app tune-up.

Plant suggests five key questions to ask to assess any "gaps" that need to be filled in your app's performance.

Does your app have:

A recognition gap? Folks need to know your app is from you! The app's name, color scheme, and logo should "build on those of the parent company," Plant advises. Bank of America's app does it right.

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