Getting Started With Mobile Research: Why It’s Important
The following is Part 1 of our three-part guide on mobile research and in-app surveys.
- Part 1 – Getting Started With Mobile Research: Why It’s Important
- Part 2 – 7 Steps to Creating Effective In-App Surveys
- Part 3 – Mobile Research Best Practices
According to a recent survey by Mblox, brands and their customers rarely see eye to eye when evaluating the customer experience:
- 73% of brands believe they truly care about their customers, while only 36% of consumers agree with this sentiment.
- 67% of brands believe their mobile communication methods meet or exceed customer expectations, while only 47% of their mobile customers are really satisfied with the brand’s mobile communications.
- 86% of consumers are open to mobile brand communications, while only 58% of brands use mobile to engage their customers.
There’s a clear disconnect between brands and consumers. But it’s easy to see why: Brands base their perception of the customer experience off of the ratings and feedback provided by a very small proportion of their customers. Less than 1 percent of mobile customers take the time to write a review. But don’t confuse silence with satisfaction. For every one unhappy customer that makes his or her voice heard, there are 26 silent but equally unhappy customers – 91 percent of whom will leave your app and never come back.
So how do mobile publishers reach beyond this vocal minority for a more accurate assessment of the customer experience? By giving customers a voice with in-app surveys.
The Benefits of Mobile Research
In our experience working with app developers around the world, we’ve found in-app surveys to be an incredibly powerful tool for conducting mobile research and improving customer communications.
If done right, in-app surveys take the guesswork out of your mobile strategy. They provide a mechanism for dissecting a customer’s experience with your app and give them a voice to express suggestions and critiques. In turn, these insights can be used to re-shape the customer experience landscape.
With in-app surveys, you can:
- Open up communication with your mobile customers to gauge how they like the app, identify pain points in the customer journey, and test the demand for proposed features;
- Identify customer segmentation trends for targeted messaging and advertising;
- Improve mobile retention and customer loyalty by engaging your mobile customers and incorporating their feedback; and,
- Circumvent negative app store ratings by addressing customer issues before they make their way to a public channel.
- Extend your sample size with in-app surveys that dramatically outperform web, phone, or email surveys when it comes to response rates.
We hope that this introduction helped demonstrate the importance of mobile research as you plan your 2015 roadmap. Over the next two weeks, we will continue this series with a few tips on how to set up an effective in-app survey and some best practices we’ve discovered with the help of our enterprise customers.
Continue on to Part 2 of this guide to begin designing your in-app survey, or check out highlights of the complete guide on Slideshare: