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The Five Stages of Reducing Mobile Customer Churn

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2020 Mobile App Engagement Benchmark Report

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help app publishers across categories understand their app’s engagement strengths and areas for improvement.

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We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

The Five Stages of Reducing Mobile Customer Churn

Retention is a top priority for mobile marketers. Our new five-step framework is here to help you improve your existing strategy.

Download Now

Guide

View resource

Guide

2020 Mobile App Engagement Benchmark Report

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help app publishers across categories understand their app’s engagement strengths and areas for improvement.

Download Now

Loyalty & Retention

How to Boost Consumer Happiness in Your Finance App

Ashley Sefferman  //  March 12, 2020  //  4 min read

In a vast sea of apps, positive customer sentiment is the moon our mobile products orbit around. But disparity in consumer behavior across app categories makes customer emotion and sentiment hard to gauge—and even harder to act on.

Ultimately, consumers hold different levels of expectation for happiness across apps in different categories. Finance app consumers tend to have a low bar for happiness and are less at risk for churn due to their low expectations of the app—especially compared to apps in other verticals.

There are two reasons Finance app consumers set their happiness bars so low:

  1. Lower frequency of use. Consumers typically don’t open Finance apps every day, especially when it comes to banking or budgeting. The more frequently customers use an app, the higher their expectations become.
  2. Fewer in-app actions taken. Consumers tend not to browse, but rather tend to have one or two tasks in mind, like depositing a check, checking an account balance, etc. When they complete their one or two intended tasks, exiting the app is the natural choice rather than browsing around for something new to consume.

For Finance brands, having fewer consumers at risk for churn can seem like a good thing on the surface. When you ask consumers, “Do you love us?” and they say, “Yes,” it feels good to pat yourself and your product on the back before quickly moving on. But in reality, it’s easy to get your “Yes” numbers up when consumer expectations aren’t as high, and that feedback won’t help you improve your mobile customer experience over time.

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Here are three tips to boost consumer happiness across your Finance app—and keep it there for good.

How to Boost Consumer Happiness in Finance Apps

1. Use mobile customer feedback to drive your product roadmap

Apps are now a deciding factor for where people put their money, where before it was based on the physical location of branches. Our world is mobile, and so are our expectations as consumers. With mobile banking, the branch experience has become secondary to the digital experience, largely thanks to mobile apps.

In many ways, the shift toward digital makes gathering feedback from customers easier—but only if you ask for it correctly. 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.

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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.

2. Invest in strong mobile security

Having your financial information at your fingertips comes with a catch: security. Between GDPR, CCPA, and the almost daily emerging stories about the ways in which Facebook, Twitter, and other social platforms are being abused by political and criminal actors, the average person now has a much greater understanding that their data is being used constantly and not necessarily with their permission. As such, it’s imperative financial apps have a robust sign-in process to protect customer’s information. For example, fingerprint authentication is a great start in making signing in to finance apps both secure and convenient.

Finance app publishers also need to go the extra step in protecting their customers’ privacy while soliciting for feedback. If you’re using a third-party vendor to assist you in gathering customer feedback, make sure you partner with one that is able to gather feedback over time that’s tied to one profile, but that can still stay anonymous when needed.

3. Proactively engage customers to get ahead of negative feedback

If you don’t proactively ask for feedback, you’ll leave an opportunity on the table to keep your finger on the pulse of your app’s health, improve customer happiness, and boost your bottom line. There is endless untapped potential in prioritizing customer feedback from your silent majority, but you must be strategic in your approach to collect it.

The best way to give your customers or members a positive experience and to encourage them to engage with your app more regularly? Proactive communication. Reach out, engage them, and make them feel valued. In fact, we’ve found that simply interacting with customers, proactively and respectfully, can increase three-month retention by as much as 400%.

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Now that you know the possibilities of acting on mobile app customer feedback to drive happiness, even down to the personal level, it’s time to get to work!

We love chatting about customer emotion and, of course, would love to help. Reach out directly, comment below, or check out our additional resources to further your education. And see how our other financial services customers have handled boosting consumer happiness and focusing on customer love.

About Ashley Sefferman

Ashley Sefferman is Head of Content at Apptentive. A digital communication and content strategy enthusiast, she writes about multichannel engagement strategies, customer communication, and making the digital world a better place for people. Follow Ashley on Twitter at @ashseff.
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