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Picture this: Your customer is about to hit “checkout” when the whole app crashes. When they open it back up, they see that they’ve lost their shopping cart, and they have to start from scratch. Annoyed, they close the app and don’t touch it again for a while or maybe even uninstall it entirely.
As a product manager, you’re probably on the other end, watching the app user analytics roll in, wondering why shopping cart abandonment has suddenly spiked. You have no way of knowing what actually happened, though, so you have no way of fixing the problem. Customers are dropping like flies and you have no idea why.
This is where in-app mobile customer feedback comes in handy. When you have the right feedback system in place and a clear customer journey map, you can quickly prompt mobile app customers at the right time and place. Imagine if you were able to trigger a survey for any customer who closes and opens the app quickly. Clearly, that behavior indicates some sort of issue or glitch in the customer experience, so you want to know what happened. Or perhaps you prompt them with an option to head to your message center to chat with a customer service representative.
What you decide to do is up to you, but these are the moments when collecting mobile customer feedback is absolutely critical to improving the customer experience.
Here are some key ways to collect more mobile customer feedback within your app.
In 2019, apps sent 44,849,700 consumer surveys, which is a 29 percent increase from 2018. There’s a reason why surveys are so popular: Companies can collect and analyze both quantitative and qualitative feedback from customers. Mobile surveys can also be powerful in understanding customer sentiment. When it comes to mobile, short surveys with specific asks (like feedback on a new feature) are effective and efficient.
In addition to content, the timing of surveys is critical. A survey that interrupts a customer’s in-app experience usually does more harm than good. For example, you wouldn’t want to send a survey right when someone is about to check out because it might distract them from the ultimate goal of making a purchase.
Ratings and Review Prompts
One of the few places customers give feedback is in the app stores in the form of ratings and reviews. If you have a low star rating in the app store, that’s indicative of one (or both) of the following: There’s an issue in the app that needs fixing and/or you’re not getting your biggest fans into the app store. In fact, most brands only hear feedback from about one percent of their customers.
In order to overcome this challenge, you should implement a tool that prompts the right people at the right time to leave a review at the app store. Not only will you be able to capture the feedback of more happy customers (and therefore improving your app store rating) but you’ll also be able to hear from more people who would have otherwise remained silent (we call this the silent majority).
By selecting the appropriate people to prompt, it ensures that happy customers rate your app publicly, while unhappy customers give you direct, actionable feedback.
When customers experience an issue, have feedback, or need a fast response, it is essential to have a channel through which they can easily contact you. A message center provides a two-way conversation channel to do just that.
As we mentioned in the section above, you can set up your mobile feedback system so that unhappy customers are directed to your message center rather than the app store. This also eliminates friction for the customer because if they need help at that moment, they don’t need to go searching for where to submit feedback, send an email, or take any extra steps to get help.
When you capture the right people at the right time and redirect them to the most efficient communication channel, you’re improving the mobile customer experience.
I’m going to take a wild guess and assume that at this point, you understand the importance of mobile in-app feedback and you’re itching to get started if you haven’t already. We just have a few more tools we’d recommend adding to your tech stack that complement the tools above such as Apptimize, mParticle, and more. Incorporating these mobile feedback tools into your customer experience tech stack will drive more engagement, gather high-quality customer feedback, and help inform your product roadmap.
So now that you have all the tools in place to collect more mobile customer feedback more efficiently, now what? Lucky for you, we’ve created lots of educational content about how to analyze and act on the mobile feedback you’ve received.