We know it’s not business as usual right now, and we’re here to help. Check out our latest COVID resources.

We tailor each demo to your specific business needs. See it for yourself and contact us today!

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

We tailor each demo to your specific business needs. See it for yourself and contact us today!

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

Mobile Marketing

Mobile Moments: Humanizing the Mobile Experience

Ashley Sefferman  //  March 1, 2016  //  3 min read

Over the years, software has taken the tasks that we do on a regular basis and automated them. But in automating daily tasks, we’ve created distances between ourselves and our customers. We no longer have the ability to build deep, personal relationships with our customers like we once had…or do we?

In this episode of Mobile Moments, Robi Ganguly discusses what humanizing the experience in mobile apps, and in general, looks like for the consumer in the digital age.

Want more Mobile Moments? Of course you do! Stay tuned on our blog and YouTube channel every other week for short bits on how the shift toward mobile improving business and customer communication.

Rather read than listen? See below for the full video transcription.

Transcription

Hello, and welcome to Mobile Moments with Apptentive. I’m Robi Ganguly, co-founder and CEO of Apptentive, and we are the easiest way for many of the world’s largest enterprises communicate with their customers inside their mobile apps, developing relationships, and really personal connections.

And so today I want to talk to you about what it looks like to humanize the experience in mobile apps, and in general, for the consumer in the digital age. Now, what do I mean by that, humanizing? It means that software for many years has taken the tasks that we do on a regular basis and automated them. But in automating them, we’ve created distances between ourselves and our customers. Our customers used to show up in our storefronts. We used to have a conversation face to face. We would know their name, we would know their children, and they would know about us. And that relationship was part of what we’re selling. That experience.

But today in software and primarily in mobile software, we’re not doing that, we’re not connected. And that’s really unsatisfactory given the fact that we carry these devices in our pockets all day long. They’re with us all the time. So as a result, we at Apptentive and our customers talk a lot about something that’s really important us. And that is thinking about people as people not users. In fact we wear it on our shirt. We talk about this so often that we had to make t-shirts to go to conferences and share this with other people who really pick up on it. And the reason it resonates is again that you have this personal device that is actually just about the person who owns it. And when you have that personal device you can reconnect, you can recreate that inner-connectedness that you had when people came you’re your store.

That opportunity create a human connection, to really listen to them, it’s never existed before in software and now you have this with the mobile device. And what we think is really powerful about this is that we all make mistakes as companies, as people. And when you actually create emotional connection your consumers, your consumers will go to bat for you, they will forgive your mistakes. They will be loyal, and loyal customers are 10 to 20 times as profitable as the average customer that you have. And when you think about mobile, what you should really be thinking about is the opportunity to accelerate your growth and increase profitability through making connections at scale.

So here’s one really simple piece of advice for all of you out there who are trying to figure out the mobile business and how to humanize it. Make your app your central point for listening. What I mean is this. When somebody is using your app, that is an opportunity for you to reach out and understand what else you can do for them, what else you can make better for them in their lives. Turning your app into that listening point, huge advantage. So use mobile to humanize customer experience. Use mobile to humanize the relationship and to actually treat the people on the other hand as people, not users of your software. And if you do that, your business will grow faster and more profitably. Thanks.

About Ashley Sefferman

Ashley Sefferman is Head of Content at Apptentive. A digital communication and content strategy enthusiast, she writes about multichannel engagement strategies, customer communication, and making the digital world a better place for people. Follow Ashley on Twitter at @ashseff.
View all posts by Ashley Sefferman >

Ready to see Apptentive in action?

Request a demo of Apptentive today.

Request a Demo

Sign Up for Our Newsletter

Stay up to date with the latest product management and mobile marketing news.