Before Apptentive, Zillow used a basic, homegrown app rating tool they built internally. They also struggled to identify the right time and place to ask customers for ratings and reviews, and ended up over-asking them. As a result, customers grew frustrated and complained.
Zillow needed to add better business logic to be able to prompt the right people at the right place and time as well as a way to holistically combine in-app feedback to their first-party customer data profiles.
With Apptentive, Zillow was able to add business logic into their ratings prompts in order to ask customers for feedback at the right place and time. They also gained the ability to update this logic in real-time depending on the needs of their customers.
Zillow quickly saw an improvement in app ratings, moving from a 4.0 to 4.8 star rating which moved up their ranking in the App Store.
By proactively collecting feedback from customers, Zillow was then able to get ahead of small issues for mobile customers such as bugs, login issues, and more, before they became larger issues. The Zillow team was also able to redirect unhappy customers into their existing customer service platform so the feedback integrates smoothly between teams. This feedback also helped inform and prioritize their product roadmap with actionable, rich data.
Finally, Zillow’s usage of Apptentive Surveys allowed them to understand customer preferences. In just a few minutes, they were able to set up and deploy a survey asking customers to opt-in to different notifications. Within just a few days, they had hundreds of responses. This data was then analyzed quickly and helped Zillow’s product team prioritize different features on their roadmap.