The Importance of Mobile Feedback
Through conversations with thousands of mobile developers, we’ve found that evaluation of the customer experience publishers hope to build into their apps often comes down to simple guesswork without any tested and true ways to gauge satisfaction. You have a steady stream of new installs and fantastic ratings in the app stores. And yet, your mobile customers come and go, with only a small portion continuing to use your app after the first month or even past those crucial first 30 seconds.
Fortunately, it no longer has to be guesswork. Many publishers are taking the first steps when it comes to better evaluating their in-app customer experience. Every day, we work with new CX-centric developers to integrate in-app surveys and customer communication tools into their apps. These tools, seen commonly all over the internet but rarely inside mobile apps, empower businesses to survey their customers. They unlock a wealth of insights in a much greater volume, and of a far more representative nature, than what the limited information in app store ratings seems to convey.
One such customer – Urbanspoon – used the mobile feedback prompt seen to the right to proactively ask customers for feedback with an in-app prompt. After implementing this feedback forum, Urbanspoon received over 7,000 pieces of feedback. These insights uncovered critical components that helped Urbanspoon in its strive to constantly create a better app for its customers with each new update.
Using in-app surveys to open up a channel for customer communication and gather mobile feedback has allowed Urbanspoon and countless others to save money, prioritize features, learn more about their customer base, receive structured feedback, and engage customers.
Mobile apps aren’t cheap. Every new update requires time and money, and lots of it. Mobile app developers have an inherent vision of what they want their app to be, but don’t always consider how the needs of their customers may differ from this vision. As a result, publishers are wasting valuable resources on new features and rollouts that don’t necessarily provide customer value.
However, if you can directly ask your customers what they’d like in an app using in-app surveys, you can be sure that your development time and money is being put to good use and that each new feature will enhance the customer experience. Or better yet, create a minimal viable product and test it in a mobile focus group environment to see if you’re on the right path.
As a developer, you have dozens of features on your roadmap that you’re excited to one day get to. But don’t fall into the trap of trying to do too much, too quickly. Collecting mobile feedback and giving your customers with a voice allows you to determine which of your proposed features are most important to them in the context of your app.
Once you’re armed with this knowledge, you can begin to prioritize your roadmap based on what will add the most customer delight. You’ll also be able to determine which of your current features needs a little touch-up to meet or exceed customer expectations.
Better Understand Your Customers
If we’re adamant about one thing, it’s our philosophy of Customer Love — seeing mobile customers as people, not users. Each of your customers has their own likes and dislikes, their own use cases for the app, and that one thing that will really make them love your app.
Using in-app surveys, you can begin to collect valuable demographic and psychographic information to segment your customer base. This research allows your in-app communications to speak directly to a segment’s unique interests. You can also use it segmentation to target your out-of-app marketing to potential customer groups that match one of your current customer personas and likely have common needs and interests that will draw them to your app.
Make Product-Specific Inquiries
You’ve rolled out a new update, only to find that retention is falling. Or you see customers abandoning their purchases half-way through checkout. Do you know what’s causing this behavior?
Once again, collecting mobile feedback can provide you an answer. By proactively surveying customers at key moments throughout their experience with your app (e.g., after they’ve used a new feature for the first time, or after they close out of the shopping cart platform), you can evaluate their experience with, and attitude toward, your product on-the-spot. This allows you to identify and fix any customer pain points early on and intercept negative app store reviews.
Engage Your Audience
The reviews you see on the app store ratings page represent only a small minority of your customer base. This minority tends to be skewed toward either extreme when it comes to their evaluation of your app. These are people who either love or hate your app, with a lesser proportion of those in-between making the leap to the ratings page. You’re getting only the feedback of the vocal few and not feedback particularly representative of your greater audience.
Providing your customers with the tools needed to share their thoughts – without requiring them to leave the app to take a web survey or visit the app store – allows you to unlock a much more precise perspective of customer opinion. Mobile surveys (particularly when done right) let you to quickly poll a much larger portion of your customers and have response rates dramatically higher than their web counterparts and competing market research instruments.
For more on opening up customer communication, check out MobileDevHQ’s Complete Guide to App Marketing, in collaboration with Apptentive’s Ezra Siegel and a panel of industry experts.