Target Mobile Customers Using Their Emotions

How would you act if you could predict when customers were ready to leave?

For marketing leaders goaled on retention, growth, and customer experience, knowing how customers feel is as important as knowing what they think. Most large companies rely solely on surveys to solicit customer thoughts about recent transactions, or gauge the likelihood of future loyalty. Yet the best predictor of future behavior really is the emotion that customers feel after interacting with a brand.

Most product leaders believe they measure emotion and sentiment when in reality, the metrics they rely on don’t tell a complete customer story. And measuring and acting on mobile customer sentiment correctly is critical to customer experience success. In order to measure sentiment correctly, you must also capture and understand the emotions that drive it; you can’t have one without the other.

As mobile becomes the essential channel during these challenging times to maintain an always-on, always-present connection with your consumers, it’s critical to tap into that emotional pulse. Acting on emotions in real-time often makes the difference between achieving brand goals and falling short.

Introducing Fan Signals® from Apptentive

Fan Signals is a new technology just released from Apptentive that provides brands with unique, new emotion data that spans consumers’ mobile journeys. This data can be used either inside or outside the Apptentive platform to enrich customer intelligence, and enable timely response and re-targeting—all based on expressed emotions and feedback.

Apptentive clients have long utilized our Love Dialog™ interactions to hear from a higher volume of consumers, and successfully gauge customer love in the moment. Now, based on Love Dialog responses over the span of time, Fan Signals automatically segments your mobile customers into one of six possible groups as new or repeat Fans, or identification as consumers at different levels of Risk.

Actions (based on emotion signals) speak louder than words

Many brands worry about having too much data to process, or the effort involved in responding to feedback.

Frankly, most brands haven’t developed the muscles to acknowledge customer feedback, let alone being able to take precise actions capitalizing on opportunities it can represent. That’s where Apptentive makes it easy to use Fan Signals segments.

Having automatically grouped your mobile customers into different categories of loyalty, love, unhappiness, or danger of churn, Apptentive helps you easily act on that data, in real time. Acting inside our platform means employing our precise targeting to deliver more personalized interactions based on mobile events and Fan Signals categories of emotion:

• Reward Fans with special promotions to increase lifetime value.
• Find out from those expressing unhappiness, what went wrong?
• Identify your most loyal consumers and turn them into advocates using social media.
• Reveal the “why” behind NPS scores from both promoters and detractors.
• Reduce marketing spend, limiting campaign outreach to the most receptive customers.
• Gauge new mobile updates based on how people feel to prioritize future enhancements.
• Identify those most at risk of churn, to provide help, make it right, or offer incentives.
• Acting externally means integrating Fan Signals data with your brand’s own IT systems, CRM, or martech stack, to drive campaigns or connect communications to feelings.

Gaining new emotional intelligence for your brand drives growth and customer engagement, increases lifetime value and retention, and mitigates competitive risks.

Some of our early adopter customers include big brands who have found that Fan Signals helps them:

• Hear from more than 80% of targeted mobile customers vs. just the 17% industry average.
• Maintain an ongoing pulse of customer love over time, automatically identifying Fans, Risks, and taking deeper action on those who expressed Shifted emotions.
• Enrich customer intelligence and behavioral data with unique, first-party emotion data.
• Pinpoint millions in recapturable revenue from every 1% of customers identified at risk.
• Tailor content—not just offers—to specific emotional segments.

Start capturing customer emotion today

Rather than parsing survey responses to gauge synthetic sentiment trends, or relying on NPS scores to predict loyalty, why not listen and act on the emotions expressed directly from customers? Having unique insight and the right data helps you drive the right next steps in engagement.

If you’re ready to learn more about your customers through Fan Signals, reach out! We’re here to help get you started.

For more information and use cases for Fan Signals, see our technical how-to guide.