If you are a corporation, you want to control costs with client interfaces. You want a way that clients can not only provide services for themselves, but also prefer to provide services to themselves using your systems. Such a win win situation pleases the client and cuts down on your own labor costs. To do so, you need to develop web applications that the client wishes to use.
What are the hallmarks of great web applications? The first hallmark of great web applications is that they are functional. As much as you do not wish to spend on labor for customer service, your client does not want to use precious time to interface with your personnel. Your client wants web portals that allow him to access information and forms she needs, execute functions she expects from you, and to fill out tickets for troubleshooting. Needless to say, it would be nice for both parties to have online payments or even to automate pay.
The second use of web applications should be mobility. As recently as last decade, it was acceptable to construct web applications for the PC. Today, mobile applications are needed to move with the client as she does. These reasons show how web applications work for both you and the client.