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Loyalty & Retention

Feedback and Loyalty on the Mobile Frontier: New Research From Apptentive and SurveyMonkey

Marissa Bosché  //  March 16, 2016  //  2 min read

Consumers today are more connected than ever thanks to the 8.6 billion mobile devices that exist, which is changing many aspects of the relationship between customers and companies. One place in particular that’s changing is the way companies ask for and understand customer feedback.

To understand exactly how mobile has had an impact, we joined forces with SurveyMonkey to survey businesses and consumers about how they approach feedback, and what role mobile plays. Our findings are explained in our latest report, Feedback and Loyalty on the Mobile Frontier, which sheds light on consumer expectations, and how companies can leverage customer feedback and increase loyalty.


Best of all? The report is free for anyone to download!

Here’s a quick preview of what you’ll learn:

Mobile Takes a Front Seat

One of the most interesting findings from the survey is that nearly all (98%) of the survey respondents who prefer to leave feedback for companies directly in-app are likely to do so when prompted. Not only that, but two-thirds of consumers who prefer to leave feedback in a mobile app expect to be asked.

The most surprising part? One-third of businesses surveyed have never asked their customers for feedback.


The willingness of consumers to leave feedback in a mobile app compared to the number of companies asking for it directly in-app shows a clear opportunity for companies to increase the volume of feedback they receive. In addition, the data makes it clear that companies aren’t meeting customers’ mobile expectations.

Disconnect Between Customers and Companies

There’s a clear discrepancy between the way companies and their customers think about feedback. More than half (55%) of respondents said they are not likely to continue being a customer of a company that ignores their feedback.

On the flip side, nearly all (97%) said they are somewhat likely to become more loyal patrons to a company that implements their feedback. There exists a clear opportunity for companies to turn their customer feedback into action, whether it be through product changes, communication, or any other avenue.


Grab Your Copy Now

Want to learn more? Of course you do! Grab your free copy of the full survey to better understand how consumers and businesses value feedback.

As always, we’d love to hear your feedback! Leave your thoughts in the comments below.

About Marissa Bosché

Marissa Bosché is the Marketing Communications Manager at Apptentive. She studies consumer behavior in an increasingly mobile world, and loves helping businesses connect with their customers on a personal level. Follow Marissa on Twitter at @MarissaBosche.
View all posts by Marissa Bosché >

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