Business Services Apps: 2022 Mobile Customer Engagement Benchmarks

The following data and information on Business Services apps is from our 2022 Mobile App Customer Engagement Report.

Brands in Business Services had varied experiences in 2021. Those focused on shipping still felt the sting of the pandemic as local and national supply chains continued to reel. Others (like expense management or work collaboration) felt the investments they made in mobile in 2020 begin to pay off as the investment in remote work continued to be a priority. Brands working in monitoring and security faced hurdles more in-line with regular marketplace patterns.

Below is a short summary of how Business Services apps fared in 2021.

“Technology for the sake of technology is meaningless, but technology as an enabler of business innovation is a very powerful thing,” Chriss Wood, VP of Business Transformation at FedEx.

Data included:

• Ratings and reviews
• Retention
• Interaction and response rates
• Surveys
• Popular phrases
• Popular phrases with sentiment distribution
• Consumer sentiment
• Expressed customer emotion
• Shifted emotions
• Expressed consumer sentiment by subcategory
• Shifted emotions by subcategory
• Retention rates for Fans and Risks

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Summary of Business Services Apps in 2021

Engagement benchmarks around interaction and response rates were high, with Business Services apps boasting an average interaction rate of 51% (26% overall) and an average response rate of 93% (91% overall). Talking to more people across mobile experiences does not have to come at the price of interactions dropping—services apps prove that. As long as interactions are high-value and well-timed, more consumers will provide their feedback.

Business Services benchmarks closely matched overall averages across the board, including app store ratings, retention, Love Percent, and expressed sentiment. The ways consumers behaved within their apps and felt about their mobile experiences was indicative of companies who build and iterate on feedback-focused mobile products.

Business apps struggled with mobile surveys last year, with an average response rate of only 9% (13% overall) even though teams prompted 30% of their consumers, above the overall survey prompt average or 28%. Apps in this industry face a unique challenge of finding the right time and place to prompt for feedback as consumers generally use services apps for one-time use cases, like paying a bill or checking a stat. It will serve mobile teams in this industry to continue carefully combing through their mobile experiences to find engagement points that are not disruptive in order to ask for feedback.

Bonus reading and resources

• Product Management Lessons from Experts at Mailchimp, SAP Concur, Auth0, and productLivity
• The Ultimate Guide to Closed-loop Feedback
• Product Lessons from Experts at Disney, Redfin, and T-Mobile
• So, You’ve Collected Customer Feedback – Now What?

Want to see how the Business Services category compares to the macro trends we identified in our 2022 Mobile Customer Engagement Report? Download your copy here.

Additional visual benchmark data for Business Services apps

→DOWNLOAD THE FULL 2022 BENCHMARK REPORT HERE