How We’d Drive Mobile Loyalty for Chipotle
When it comes to quick and delicious Mexican fare, Chipotle is at the top of everyone’s minds. From their witty, original content campaigns that help engage customers to their hilariously on-point social media support, Chipotle is a brand that clearly cares about the experience their customers have in-store and with their brand. They’ve already seen huge success through their Chiptopia loyalty program that launched in June, and have made serious strides to put customers first.
So, what’s the problem? For all that Chipotle is doing right, there is still a gap between their overall brand experience and their mobile app experience. This post isn’t about what they are doing wrong, but is about what we think they could do even more of. We’ve used Apptentive Public Reviews and Topics to get an inside look at how customers are interacting with both their iOS and Android apps to help support our suggestions.
Before diving in, we have to mention we’re huge fans of Chipotle and spend an (inordinately shameless) amount of money with their brand. Although Chipotle isn’t a customer, we love looking at how the best brands in the world are approaching mobile, and when we see a gap, we want to help fill it. Chipotle is currently a leader in mobile storytelling and fostering customer engagement across their apps, but there’s always room for improvement!
Here are our suggestions:
1. Improve in-app customer communication
The big standout in the Chipotle app is that there is no ability to communicate directly with the brand in-app, and no ability for customers to send and receive two-way messages. They do offer an extensive help section within their app, but if customers want to talk to someone from Chipotle headquarters, it seems they are out of luck.
Offering better in-app communication could help with moving customers toward the right channel to get help for their feedback and/or complaints. For example, if a customer has a question, suggestion, or feedback about the app, pointing them toward the app stores to rate and review the app is the perfect place. However, if they’re having trouble in the store or with the brand at large, they should probably talk to a customer service representative or provide negative feedback directly to the brand in a non-public way, rather than shouting into the abyss of the app stores. And by looking at Chipotle’s recent reviews, there’s a lot of that happening:
Chipotle also has a massive opportunity to leverage their customers’ feedback to help drive their product roadmap. They have a crazy amount of customers leaving awesome, detailed feedback about what they’d like to see added/improved in the Chipotle app, which is evident by these recent reviews:
Improving in-app communication also helps with retention. As you can see in the graph from Apptentive’s research below, there is a definite boost in retention over the first three months after conversion if customers are interacted with in-app.
2. Improve app store ratings and reviews
From January 2016 through today, Chipotle’s app has only averaged a 2.41 star rating for their iOS app, and a 3.14 star rating for their Android app.
The goal for all apps across the app stores is to hit the elusive five-star rating threshold, so there is obviously room for improvement. From our experience, apps tend to see a big boost in downloads as their ratings improve, and these downloads can turn into actual dollars if an app is all about driving revenue. The better your ratings, the easier it makes conversion for new customers, and the more app-generated revenue you’ll start to see.
After exploring their app to look for additional areas of improvement, Chipotle could do a better job prompting customers to rate and review the app at better times throughout the customer experience. For example, asking customers to rate and review the app after they’ve successfully completed an in-app order would likely yield a more responsive audience than prompting at random times throughout their in-app experience. We all know we’re happier and more receptive to give back to a brand we love with bellies full of delicious burritos, right?
Another strategic improvement Chipotle’s mobile team could implement is to go deeper into their customer segments to prompt the right people to rate their apps. We don’t have all the details around how they’ve segmented customer groups through their app, but do have a sneaking suspicion that there is room to grow in this area.
3. Rewards program support and integration in the apps
A big complaint across Chipotle’s app store reviews is the lack of support and integration between their apps and rewards program, Chiptopia. Here’s what a quick Topics search for “Chiptopia” returned:
Chipotle has a huge opportunity to communicate with their customers and to learn more about their requests, especially when it comes to the Chiptopia loyalty program. From what we can tell, their customers are obviously quite loyal, engaged, and eager to share their opinions—why not make it easier for them to get in contact with their customer support team to learn more?
On the flip side, we know completing a big integration isn’t easy and takes time, resources, and planning to finalize. As they’re working on completing the integration between Chiptopia and their apps, a quick fix could be offering in-app support for customers frustrated that the integration doesn’t exist yet. In many cases, transparency between brands and customers around the issue at hand is enough to calm customer tension and give the brand some time to complete the work to make their new feature or integration as awesome as possible. Win-win for both parties!
Wrapping (literally) it up
Chipotle is a dominant force in their market, and they’ve done a tremendous job building a brand customers adore to their cores. However, even the best brands have room to improve, and we believe those are the brands who eventually grow leaps and bounds ahead of their competition. There’s never been a better time for Chipotle do double down on investing in their mobile strategy, and we hope these tips give them some fresh ideas on where to start.
In the meantime, you’ll find team Apptentive munching on our favorite Chipotle burritos around the corner. We’ll be here if you need us!
[Disclaimer: Apptentive is not affiliated with Chipotle, nor has Chipotle ever been a client of Apptentive. We’re simply big fans trying to share our knowledge with a brand we love.]