Mobile Moments: Right Place, Right Time, Right Person
Our mobile devices are some of the most personal pieces of technology we own. The way we use mobile apps, and even the way we keep our devices on our person during most of our waking hours, have opened the door for deep personalization opportunities within apps.
But what happens when a personalized mobile experience is handled incorrectly by a brand and comes off as disruptive rather than helpful? In this episode of Mobile Moments, Robi Ganguly discusses how to find the right place, right time, and right person for your in-app communications, and how to treat your mobile experience with the personal touch customers deserve.
Rather read than listen? See below for the full video transcription.
Hello and welcome to Mobile Moments with Apptentive. I’m Robi Ganguly, Co-founder and CEO of Apptentive, which is the easiest way for every enterprise to communicate with their mobile customers inside their apps. In fact, we’ve powered over a hundred million customer conversations over the past four years of doing business. And so I wanted to take that expertise and knowledge, and talk about something that’s really important about the mobile experience. And that is finding the right place, the right time, and the right person to communicate with.
Now why is this important? In mobile, the consumer expectation is that everything is personalized. I open up my phone and it’s got a home screen that I have created, the apps that I want. I open up the apps that I’ve logged into and that I’ve used, and they’re getting smarter over time because they know my usage profile. And that personalization is really why mobile is exploding for consumers. It’s driving so many productivity gains, so much happiness, so much consumer delight, that we can’t help but adopt these apps in the devices that are very personal.
But most companies have messaging strategies that are really outdated in comparison to what’s happening in mobile. Their communication strategies are really about a set of lists and messages set out. They’re not about interaction and they’re not really about personalization. But in mobile you have so much more opportunity personalized that if you’re not doing it, you’re going to look like a laggard very quickly.
So when I talk about finding the right place, and the right time, and the right person to communicate with, I want to get a little bit more specific about what this really means and how you should think about if your app’s doing this well and how you can improve. Let me give you an example. I open up your app. I’m expecting to book an airline flight, but the first thing that happens when I open up your app is you send me a message that says “Hey. Rate us in the app store.” How many times have you seen that? So frustrating, right? Really annoying. But this happens over and over again. It’s interrupting you right when I’m trying to do a task with your app. That is not the right time.
The right time is after they’ve actually gone through the task they’re trying to do. They’ve accomplished their task, they’ve completed the task, and then they’re ready to move on, and they’re open to communication.
And the right place might actually be that there is specific screen inside your app or a specific set of screens inside your app where you know that people have not only communicated that they’ve completed a task, but they’re also open to new things because they’re looking, right? So a search bar for example is often the consumers ready and waiting. They’re interested in finding new information, and you could potentially communicate with them in a way that adds value, that communicates that you know that they’re looking for something and maybe you can help. That’s the right place.
And the right person. Don’t send a message to a grandmother about a young woman’s dress that’s on sale this week, right? So if you think about mobile experiences and personalization, your messaging strategy really needs to be targeted and personalized as well.
So it takes the right place, the right time, and the right person. And when you can get the confluence of those things, you can create mobile moments that are really magical for people and personalized the way that the mobile devices today. Thanks.