Companies like Zip, AirBnB, Amazon have worked long and hard to provide a simple experience around those points of the transaction that have traditionally been the most painful whether it is a reservation or a product return. Yet, not every business needs an app, but every business, small and large, needs to examine every client facing transaction and explore making theses processes that are not core to their identify, faster, easier and less painful. And its not to say that you need to remove people from the interaction - they do add value. But they need to be given the infrastructure and tools so as to be able to spend their time adding value to the interaction not making me sign paperwork. Get the full story at Understanding Google My Business & Local Search