New Data: Listening to, Acting on, and Prioritizing Customer Feedback
We recently hosted a webinar sharing exclusive new data from our 2019 Mobile Customer Engagement Benchmark Report, which empowers companies seeking to understand how their customer feedback metrics stack up against the market, provides insight into where top brands set the bar, and explores opportunities to improve their mobile customer experience.
During the webinar, we asked listeners questions around how they currently approach listening to and acting on mobile customer feedback. Collecting and acting on customer feedback is approached differently at every company, which our listener feedback confirmed. Today’s post breaks down their responses and digs into what we learned as a result.
If you’d like to check out the webinar recording, you can watch it below. Otherwise, keep reading for what we learned from our attendee responses.
Prioritizing mobile apps as customer feedback listening tools
The first question we asked listeners was whether or not they prioritized their mobile apps as customer feedback listening tools. 31.3% of our listeners answered “Yes, always,” 31.3% of answered “Yes, sometimes,” and 37.5% answered “Not really.”
We were most surprised at how many listeners admitted they do not currently use their mobile apps as listening tools. The intimate nature of apps combined with the convenience they offer make them a powerful tool for understanding the customer journey.
One of the most prominent listening posts for companies is their mobile app. Apps are physically close to a customer, and many times, are the first thing consumers reach for when they want to engage with a brand. An eMarketer report says that US adults spend about 3 hours and 35 minutes on mobile each day. Apps also account for approximately 90% of internet time spent on mobile. Nearly half of the time spent on apps is in an individual’s top app, and 90% is in the top five. Even after discounting for time spent on browsers embedded in apps, that’s incredibly high.
If companies want to excel at customer retention, the solution is listening proactively and taking action on mobile customer feedback. To get into specifics, the data included in our 2019 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.
Basing business decisions on customer feedback
We then asked how often they base business decisions off of their customers’ feedback. Only 9.5% of listeners responded “Always,” 33.3% responded “Usually,” 52.4% responded “Sometimes,” and 4.8% responded “Never.”
It wasn’t shocking that the bulk of listeners currently fall somewhere in the middle (85.7% between “Usually” and “Sometimes”) when it comes to basing business decisions off of customer feedback, although we would have liked to see more people answer “Always.” Making a business case for change based on feedback is hard. But the world’s biggest companies across all industries are becoming more data-driven by the day, and customer feedback is a treasure trove of data that nobody can afford to miss.
Apps are now a major deciding factor for where people spend their time and money with brands, where before it was based primarily on physical location. Our world is mobile, and so are our expectations as consumers. Using your app’s feedback to continually improve your product is a great way to begin integrating customer feedback into business decisions. For example, customer feedback from surveys or open-ended text fields provides product managers with pre-validated ideas to fix or improve their apps. These insights can inform their product roadmap by data rather than hunch, and can help rally development teams around a single, centric point: the customer.
As always, we want to hear from you, our community, on how you currently approaching gathering and acting on customer feedback. We’d love to hear your answers to the questions above to learn more! Leave your thoughts in the comments below to get the conversation started.