When you're writing (or talking) about an app, it's essential to differentiate between the way you think about the app, and the way your clients think about the app.
Some mobile apps seem like a solution in search of a problem. So, skip making an app yourself if it doesn't add functionality to your mobile-optimized website.
Focus on a culture of empowering your employees with mobile workflows that can be easily accessed in a few clicks, and the productivity gains you are looking for will follow.