How SendHub Used Feedback To Double Reviews & Beat Fragmentation
At Apptentive we love our customers and enjoy nothing more than sharing their stories. In today’s customer spotlight we are excited to share with you all the amazing team at SendHub.
1. What’s your app and what’s it about?
SendHub is a business communication platform. You can replace clunky desk phones with a business phone app you can use from any device, anywhere. We make it easy for businesses to give phone lines to their employees – there’s no hardware, setup is instant, and your system can scale from 1 phone line to 1,000 in a single click. Plus, it includes all the features you’d expect in a phone system: auto attendant, call transfer, call hold, voicemail transcription; plus file sharing and CRM integration and easy contact sharing. You can sign up from the web, Android, or iOS.
2. In your overall marketing strategy, what part is played by app store ratings and reviews?
Ratings are very important, and can have a very real and significant impact on your organic app downloads. There’s also a psychological part to it – do you ever want to download 1 or 2 star rated apps? It’s doubtful.
The great part about Apptentive is that it allows you to increase your positive app ratings, and intercept the negative ratings with a 1 to 1 feedback mechanism.
3. What part does customer feedback play in your development process?
We’re a data driven company. We look for patterns, including those in reviews & feedback, and it plays a factor in structuring our roadmap. We have done several releases to both Google Play & the App Store that were driven by reviews. We recently launched File Sharing on Android which was one of most highly requested features from our reviews on Android. Optimizing our apps for tablets was another huge feature request that we launched in August, largely driven by reviews.
4. What are some of the challenges that you face as a B2B app in regards to acquiring and retaining customers?
Phone systems are missions critical, so our customers won’t tolerate bugs and downtime. This is one reason why reviews matter so much to us. We want our target demographic to know that we have the best service available. As with consumer apps, once a trend of reviews emerges, it’s hard to stop.
5. What was something you learned about from a customer that made your app better?
Our customers are very vocal and we give them lots of ways to communicate with us. We’re learning about bugs, things we can simplify and feature requests all the time. Apptentive has been most helpful dealing with difficult bugs like Android fragmentation issues. We’ve been able to capture some bugs that are device specific and release fixes within the the same week.
6. What was the challenge, metric, or problem that Apptentive help solve or improve that was important to Sendhub?
The number of reviews we’re getting each month doubled and the average rating increased by ~10%. This is driving a lot of growth for us on the Google Play Store.
SendHub Cumulative App Rating in Google Play, Integrated Apptentive in Late August[/caption]
On iOS, if the customer encounters a problem, they will likely go directly to leave a negative review as a form of feedback. Unfortunately, once they’ve left the review you have no way of knowing who they are or getting in contact with them. You can’t help them fix the problem or let them know a fix is in the pipeline. The whole process is flawed. We value Apptentive so highly because our customers now bring feedback directly us.
7. What would you tell other app developers about Apptentive?
Integrate it into your apps. Tie prompts for reviews to significant events that are key metrics of success for your customers. In our case, we use a variety of events to trigger review prompts including when a customer makes a certain amount of calls or sends a certain amount of messages.
Additionally, think of Apptentive as more than just a catalyst for reviews. We treat Apptentive as its own channel for support, and have our support and QA team contact customers regarding their in-app feedback. Almost every negative experience can be turned into a positive one, turning frustrated customers into brand evangelists by keeping customers up to date with progress, feature updates, and bug fixes.
At Apptentive, we’ve been thrilled to assist SendHub in making the best modern business communication platform available. Be sure to check out their iPhone App, Android App, and Website. To get to know them better connect with SendHub on Facebook, Twitter, and Google+.