Challenge
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. Before Apptentive, this indirect and difficult-to-track method was 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 and redirect unhappy people to one-on-one support.
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.
Solution
Advantis Credit Union became one of the first Alkami clients to implement a strategic customer feedback program within their mobile app using Apptentive. Every Alkami client now has instant access to Apptentive’s mobile customer feedback solution.
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.
As Advantis further enhances their digital customer experience program, they will continue to leverage insights gained through Appetitive Surveys, Ratings Prompts, 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.
