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2020 Mobile App Engagement Benchmark Report

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Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

The Five Stages of Reducing Mobile Customer Churn

Retention is a top priority for mobile marketers. Our new five-step framework is here to help you improve your existing strategy.

Download Now

Guide

View resource

Guide

2020 Mobile App Engagement Benchmark Report

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help app publishers across categories understand their app’s engagement strengths and areas for improvement.

Download Now

Loyalty & Retention

Customer Feedback Can Make or Break Your Mobile App Business

Ezra Siegel  //  August 21, 2013  //  4 min read

We have seen a growing emphasis on customer satisfaction and support in every business model. Customers no longer only represent the hand holding a dollar bill; they play a much larger and vital role in our businesses. As more companies follow their customers to the mobile platform, it is important to keep the focus on the customer.

Creating a mobile app for your business can be a difficult process, especially if its your first one. Mobile is an entirely new experience and within that space your customers have very different needs and use cases. Apps should not be over loaded with every feature that is available on your website.

Knowing exactly what the mobile use cases and needs are for your customers can be challenging. The best way to learn what your customers want is by listening to them. Only your customers can tell you what could be better or what doesn’t work. Companies that don’t listen to their customers often make uneducated guesses as to what their customers need and want.

The Two Types of Customers

To understand how valuable and rare feedback is you need to understand two different types of customers.

  1. The Vocal Customer  – The vocal customer always lets you know how they feel, regardless of whether it is satisfied and happy or angry and frustrated. They will leave reviews and are quick to share their opinions through every channel possible. In short, they like to be heard and will take steps to ensure they are.
  2. The Non-Vocal Customer  – The non-vocal customer represents the majority of your customer base.  Non-vocal customers rarely say anything and will often remain silent even if they love or hate the app. They just keep using it or delete it.

Now, I love vocal customers. They are wonderful evangelists and spread the word better than any marketing campaign. However, these customers don’t always use their voices in a  beneficial way. They can be quick to leave negative reviews and blast critiques across social networks. Negative reviews in the app store can touch hundreds, thousands, or even millions of other potential customers, pushing them away from your app.

The non-vocal customers are often a large question mark to companies. Why did they leave? Why do they stay? What was wrong with the app? What could be changed or improved to keep them coming back? Without encouraging all of your customers to leave feedback, you will be left with many unanswered important questions. These answers are crucial to powering your business forward, and without them deciding on what to improve can often feel like a guessing game.

Why In-App Communication is the Solution

With high churn rates, every time a customer exits your mobile app it may be the last time they use it. Don’t guide customers who want to leave feedback or ask a question outside of your app in order to reach a FAQ page, e-mail form, or third party website. The ability to send feedback and receive an answer should be as simple and easy for the customer as any other function in the app. The moment it is difficult for customers to use their voice, especially for non-vocal customers, is the moment you will lose them. 

Customer Conversations

In-app feedback is all about giving your customers a voice, inside your app, to share feedback, comments, suggestions, and get help as easily as possible. When starting a conversation is as easy as any other feature of your app it becomes a commonly used feature.

The Future of Your App

With over a million apps available through the various app stores there is no longer an app for everything, there are hundreds of apps for everything. Listening to your customers will elevate your app above the others because you will understand what they want and need better than any of your competitors. 

In a post by David Hibbs, he nicely outlined how important it is to listen to your customers. He said,

“What the customer actually wants from us takes precedence over what we might want to promote to them. We have to provide them value. We have to show them we are listening. We need to show them we are attuned to their needs and what’s in their best interest. Moving to a relationship centric approach has proven valuable at driving higher revenue per customer and most importantly higher chance of going out on that second date.”

With in-app feedback you learn what customers want and are able to plan accordingly. Instead of spending your money aimlessly, understand your customers and invest your money into making an app they want to use. In return, you will be rewarded with a growing customer base, a loyal community, and a reputation for being a customer focused company.


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About Ezra Siegel

Ezra is the VP of Community at Apptentive. He is a Chicago Sports Diehard and loves travel. Some day he would he plans to visit every country in the world. Connect with him on Twitter, LinkedIn, and Google+ .
View all posts by Ezra Siegel >

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