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In the banking and financial industry, the best place to gather customer feedback is typically in the app stores. However, this feedback is hard to aggregate, analyze, and act upon — especially when ratings and reviews can’t be tied back to individual people.
This indirect and difficult-to-track method used to be the primary way Alkami clients listened to and engaged with their mobile customers. They had no way to direct happy people to leave positive reviews in the app stores or redirect unhappy people to one-on-one support.
One of their clients, Advantis Credit Union, struggled to identify where friction occurred in their mobile app experience. Without a way to target specific members, send in-app surveys, or communicate directly through two-way conversations, they were unable to accurately make data-driven product decisions. They turned to their digital banking platform provider, Alkami, to begin solving the issue.
When Advantis Credit Union surveyed mobile users using Apptentive, they quickly uncovered a disconnect between their member’s expectations, and what was being delivered for the login process when trying to quickly access balance info. Alkami was then able to work closely with Advantis to develop a brand new product that allowed members to view their balances and recent transactions without even logging in. This reduced friction within the mobile experience and helped deliver the mobile login experience their members expected.
When Alkami first implemented Apptentive in Advantis’s apps, their App Store and Google Play Store ratings were 3.6 and 2.2 respectively. One year after adding Apptentive, ratings jumped to 4.7 in the App Store and 3.6 in the Play Store, with the Play Store eventually making it to 4.0 after another year. That’s a single-year increase of 31% for the iOS app and 64% for the Android app.
“Apptentive has been key in helping us improve ROI for our clients and convert challenging scenarios like facilitating app reviews from silent users who love the digital experience.” – Jason Pace, Senior Product Manager at Alkami
As Advantis further enhances their digital customer experience program, they will continue to leverage insights gained through Appetitive Surveys, Ratings Prompts, Notes, and Message Center to more effectively interface with members and better understand their pain points. Ultimately, Apptentive allows Advantis Credit Union to be more efficient and effective in achieving their mission of improving the financial lives of their members.
Are you ready to drive product roadmap and improve the mobile customer experience? Get started with Apptentive today.