5 Reasons Why You Need a Customer Feedback Platform
By now, marketers and product owners in every space understand the importance of listening to their customers. Being available to gather and respond to customer feedback is becoming more the norm for most companies, but it doesn’t mean it’s getting any easier to take on alone.
Partnering with a customer feedback platform to help you listen and respond to customers allows for a more targeted, strategic, and dollar-efficient approach to gathering and acting on feedback. Let’s look at five reasons why you should consider using a customer feedback platform.
1. Your Customers Expect to be Heard
Data shows that customers expect to be interacted with, and those interactions heavily influence retention. 51% of consumers expect companies to ask them for feedback directly, which may explain why the volume of feedback is low for companies who don’t bother asking.
Not only do customers expect it, it’s also a strategic investment. Unprompted, companies typically only hear from ~1% of their customers. Through proactive engagement and creating customer feedback loops, Apptentive has helped our customers boost engagement to 23%, reaching 20 times more customers than the conventional rate. In turn, our customers are able to be more dollar efficient, can better prioritize product planning, and can expand their loyal segment of customers through listening and responding.
2. Knowing When to Ask for Feedback is Tough
When it comes to timing, let the experts help. Encouraging feedback is about starting a conversation with a customer, but the most important component is asking for feedback at the right moment in order to give conversations the best opportunity to begin. For example, mobile devices can be more personal than desktop devices as they are kept with people all the time, so the “right moment” in a mobile experience will look different than it would on a desktop, tablet, or other connected device.
This snapshot from Apptentive Notes shows the intricacies of asking for customer feedback at the right time.
It’s crucial to understand your customer journey and to pick out the best communication points within your app’s experiences (e.g. after a customer has completed a purchase, if they view a certain page, when they complete a level, etc.) to find the right time to ask for feedback. At Apptentive, our years of experience working as a customer feedback platform gives our customers an advantage when picking the right engagement moments for their experiences. We’ve seen it all, and we have the data to back up finding the right engagement opportunities for companies in every vertical.
3. Feedback Should Drive Your Product Roadmap
Thinking about feedback and new feature development in the context of identifying your fans first, and then learning from them, is an accelerant to roadmap development. A positive outcome of identifying your fans is identifying the people who are most likely to say great things about you and who’ve already raised their hand and said, “We love this brand.”
Consider using surveys to gather feedback on a new feature, open-ended text fields to learn more about your customers’ engagement experiences, or proactively reach out with messages to encourage customers to engage. The insights you gather should inform your product roadmap and rally your development team around a single point: the customer. If you allow customers to help you prioritize, you can bet you’ll be closer to delivering a great experience than you would be doing it on your own.
This snapshot from Apptentive Insights shows feedback that helps brands drive their product roadmaps.
4. Being Proactive Helps Loyal Customers Deepen Their Relationships
Loyal customers are in a league of their own. If a customer says, “I’m a huge fan. What you’re doing is great. You allow me to complete the task I came to complete, and I enjoy using your app,” that’s the best case scenario. Building loyalty may not be easy, but it’s always worth it, especially as loyal customers have a very different path that you can take them on.
The best way to give your customers a positive experience? Communication. Reach out, engage them, and make them feel valued. And in fact, we’ve found that simply interacting with customers, proactively and respectfully, can increase three-month retention by as much as 400%.
5. The Opportunity to Drive Revenue Through Feedback is Growing
While efficacy on all other channels is decreasing, efficacy on mobile is steadily increasing. Take a look at findings from our 2018 Mobile Customer Engagement Benchmark Report below.
More than any other channel, consumers are open to talking to brands on mobile. Capitalizing on mobile’s unique position to drive maximum engagement is paramount to brands who are interested in learning all they can about their customers.
Which Customer Feedback Platform do You Use?
If you’ve made it this far and still aren’t using a customer feedback platform to help you communicate with your customers, it’s time to begin your search. Of course, Apptentive would love to be your number one choice, but we want to understand your needs to see where we can be of service, even if it means pointing you in a different direction.
Get in touch to let us help, or leave your thoughts in the comments below for us to get a group-think conversation going. Let’s find the best customer feedback platform option for you, together!