Announcing the Mobile Customer Engagement Benchmark Report: 2018 Edition
We’re excited to announce the release of our third-annual Mobile Customer Engagement Benchmark Report: 2018 Edition. Using data from thousands of unique apps, the data included in the report serves as a benchmark for companies seeking to understand how effectively they’re measuring their customer experience, communicating with their customers, and earning customer love.
The benchmark data presents a comprehensive look at how customer centricity has become a requirement for the survival of brands across all industries. As industries across the board start taking the need to be customer-centric seriously, talking with more customers and measuring customer sentiment daily will play a key role in their ability to execute on their CX strategies.
More conversations = more revenue
It’s difficult to truly be customer-first and build an experience customer love if you don’t know who your customers are, how they feel, and what they want. While efficacy on all other channels is decreasing, efficacy on mobile is steadily increasing. The data shows that brands who are interested in learning about their customers are capitalizing on mobile’s unique position to drive maximum engagement—and customers are responding positively to their increased involvement in companies’ decision making. There’s been a 100% increase year-over-year in the number of customers brands interact with in-app, and a 17% year-over-year increase in the number of customers who respond to those interactions.
Daily customer sentiment measurement
Customer centricity has evolved quickly, shifting from aspirational ideology to action-oriented strategies in which mobile serves as ground zero because of the always-on, always-with-us culture that exists today. According to Ryan Hart, principal analyst at Forrester Research, smart companies should deepen their customer understanding to build a customer experience (CX) strategy that lasts. The benchmark data in the report demonstrates that brands that prioritize a frequent cadence of customer interactions and measuring sentiment daily are gathering the building blocks necessary to create a CX that customers love.
Brands that measure customer sentiment on a yearly, quarterly, or even monthly basis experience a disconnect between their actions and the consequences of how their actions make their customers feel. To truly understand the cause and effect of your actions on customer’s happiness, and to be able to take immediate action based on how their happiness levels change, we’ve found that measuring customer sentiment daily is a powerful tool in building a successful customer experience.
Using Apptentive’s Love Dialog—a yes or no question of “Do you love our brand?”—brands get an honest look at customer sentiment and how it changes over time, garnering an average response rate of 93%.
When measured on a daily basis, at a large scale, large brands are able to measure a “Love Ratio,” the percentage of customer who respond ‘Yes’ to the Love Dialog, that gives them an active and accurate pulse of customer happiness. The average Love Ratio is 61%—a slight decrease year-over year, which could be related to the increase in the number of customers companies are interacting with. Companies are asking more of their customers how they feel, which means they’re getting a more accurate, holistic look.
Not only is proactive communication and frequent measurement important for understanding how to build experiences customers love and to serve them better, it impacts retention, loyalty, and revenue.
Curious how your app stacks up? The report includes benchmark metrics on average survey responses, volume and distribution of ratings and reviews, and more. Download the full report here.