Mobile Customer Engagement Benchmark Report: 2019 Edition
Most companies think they have a lot of time to course correct unhappy customer experiences, but our research shows otherwise.
The data included in Apptentive’s 2019 Mobile Customer Engagement Benchmark report is meant to serve as a yardstick for companies seeking to understand how their customer feedback metrics stack up against the market. It provides insight into where brands set the bar, and where they have opportunities to improve their mobile customer experience.
The report includes data from over 1,400 unique Android and iOS apps across all app categories, from January 2018 to December 2018. The data was captured by interactions deployed using Apptentive’s mobile communication platform, which has powered nearly half a billion customer conversations for Fortune 500 brands across two billion devices worldwide.
What if you could get a daily pulse on how your customers feel and how that changes over time? What if you could watch how customer sentiment changes in real-time following version releases, feature releases, and more? It could be the driving force in making data-driven product roadmap decisions and having a comprehensive view of customer sentiment.
The intimate nature of apps combined with the convenience they offer make them a powerful tool for understanding the customer journey. The data included in this benchmark report, focused specifically on mobile apps, shares insights into the mobile customer journey through the lens of the millions of data points we collect. It will serve to help inform you and drive data-driven business decisions you can begin acting on immediately.
Here is a sample of the data included in the report:
- Most brands only hear from less than 1% of their customer base. We call the rest “the silent majority.”
- In 2018, companies on average reached out to 25% of their customer base. While this is only an overall increase of 1 percentage point from 2017, the response rate in 2018 was phenomenal at 91% compared to 76% in 2017.
- Brands are changing customer sentiment by being proactive. We saw that 8% of people who responded to the question, “Do you love this brand?” change their answer over the course of 2018. Of those, 45% were won over, which means they changed their answers from “no” to “yes.”
- The volume of star ratings for iOS grew by 126% on average from 2017 to 2018, along with a median increase of 97%. Our key takeaway from our research is the Apple ratings prompt has been an indisputable win in terms of quantity of ratings and average rating, but this comes at the expense of the volume of reviews (average volume of iOS reviews decreased by 32%), and potentially the quality of those reviews.
- There’s been good news all around for iOS apps in the ratings and reviews department. From 2017 to 2018, iOS apps saw a 33% decrease in 1-star and 25% decrease in 2-star ratings respectively, and a 11% increase in 5-star ratings
Customers are hard-pressed to leave feedback in any form, and the way digital customer feedback is gathered is often clunky, time-consuming, and distracting from the goal the customer came to accomplish in the first place.
As our data shows, being customer-centric is not an option anymore. It’s no longer a nice-to-have; it’s the need of the hour.
Download our new guide now to understand how effectively you’re measuring customer experience, communicating with your customers, and earning customer love.
If after reading you’ve realized that you missed the benchmark, we want to help. Connect with us to discuss your options and see how Being Apptentive can move you closer toward these benchmarks immediately.