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Guide

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7 Steps to Product Roadmap Success

Learn how to fight feature creep, deliver the right value, and translate vision into action. Let us help you revitalize your product roadmap today, and help make 2021 your year.

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Digital Transformation

The Top Mobile App Trends from 2020

Diane Twitchell  //  December 22, 2020  //  4 min read

COVID-19 dramatically impacted how we live, learn, work, socialize, shop, and entertain ourselves. It has also changed how we interact with our favorite stores, restaurants, and service providers – even our healthcare providers. You’d be hard-pressed to find someone who hasn’t had a virtual doctor appointment, ordered groceries online, or used curbside pickup in 2020.

While these technologies have become the norm, they weren’t always this way. As our technology has changed over the last year, so have our behaviors. We’ve grown accustomed to expect certain levels of personalization, speed, and security as we’re living out the majority of our lives digitally.

Here are some of the top mobile customer trends from 2020 and what they mean for your brand.

Personalization

Customer expectations have never been higher. We demand personalized experiences in every interaction – whether we ask for it explicitly or not. According to State of the Connected Customer, a report from Salesforce, 84 percent of customers say the experience a company provides is as important as its products and services.

At Apptentive, one of the ways our customers are personalizing interactions is through creating more human experiences. We see strong customer relationships built off of conversations, not transactions.

For example, we’re seeing this with a lot of our media and entertainment customers. One major entertainment network tags different pieces of content in their app so they can suggest new, personalized content based on previous consumer browsing behavior. Another major news outlet we work with suggests topics to follow, articles to read, and more based on certain pages visited or articles read.

A key component of personalization is also relevancy – whether that’s with your content, notifications, ads, or app in general. For example, prompting app customers to identify which ads they prefer enables your team to target them with more relevant ads. And we know ad relevancy keeps revenue high and people engaged rather than annoyed.

Ultimately, most mobile marketers and digital transformation experts know that more personalized experiences lead to better brand loyalty and therefore less churn.

PRO TIP: Use gratitude as an opportunity to follow-up with customers and ask for feedback. For example, if someone uses your curbside pickup experience, send them a message a week later thanking them and then asking how you can improve. Again, this makes it more personal and less transactional.

Data and Security

With the General Data Protection Regulation (GDPR) to California’s Consumer Privacy Act (CCPA), and other data protection laws, digital security has become one of the highest priorities for app developers.  In 2021, businesses will be investing more in cybersecurity in order to improve data protection and comply with information privacy laws.

Consumers care about their data and have more control over their personal information than ever before. Given this increased control, consumers are also more selective and weary about giving information away for free. They want to understand how their data is used and the power to change that if they want. And they expect something of value in return, like a more meaningful, personalized experience.

Helpfulness

Quarantine hasn’t been easy. For many, simple routines like eating, sleeping, and exercise are now challenges, and the stress of this pandemic has left many overwhelmed and unmotivated. People look to technology to help these tasks seem less daunting and difficult. New apps for mindfulness, therapy, working out, and more have increased dramatically in popularity. In fact, a new “Helpfulness” category was added to Apple’s 2020 awards.

But how does being helpful translate to existing apps?

Here are a few simple ways you can be more helpful in 2021:

  • Listen to your customers by proactively asking for feedback.
  • Tag common errors to help prioritize your product roadmap and identify high-priority bugs faster.
  • Make it easy and fast for people to contact you with questions, issues, or feedback.
  • Provide a quality onboarding experience so you can quickly convert people to loyalty members or subscribers.
  • Design intuitive UI so people can find what they need quickly.
  • Notify customers of any changes to the app and then ask for feedback after launch.

Conclusion

2020 was a transformational year that proved the importance of three key themes:

  1. Human connection and personalization are more important than ever.
  2. People want to control what they can (such as their personal data) when there’s so much outside of their control.
  3. Helpfulness wins the day. Everyone has a lot on their plate right now. Providing a useful and seamless experience means one less headache for your customers. Offer assistance, make it easy to troubleshoot and report issues, and always put the customer first.

If you’re an Apptentive customer and need help with any of the themes listed above, please reach out to your Customer Success Manager and we can help you right away. And if you’re not an Apptentive customer but want to learn more about providing a seamless mobile customer experience, please reach out to us.

About Diane Twitchell

As a Customer Success Manager at Apptentive, Diane Twitchell partners with customers to help them build meaningful, data-driven experiences that provide customer solutions and deliver success.
View all posts by Diane Twitchell >

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