You risk giving your customers an impersonal experience and potentially driving them away. Delivering your message to your customers in context, or more precisely, finding the right “mobile moment” is everything.
The more brands can segment mobile consumers based on in-app behavior, purchasing patterns, and usage—ideally based on individual customer IDs—the more success they’ll have in delivering customized experiences designed to delight. With in-app marketing, less is more. The fewer messages each customer receives, the more effective each message can be.
Personalized engagement not only creates a superior mobile customer experience, it also significantly increases the time customers spend in your app. More time in app = more opportunity for growth, whether from ad revenue or in-app purchases.
Key 2: Active Listening and Communicating
In 2020, 63% of consumers who saw an in-app interaction (meaning some kind of communication from a brand, such as a rating prompt, survey, note, etc.) in Q1 saw one later in Q3-Q4, and 50% of consumers who saw an interaction in January saw one again in December. This demonstrates the value of proactively communicating and listening to mobile customers.
Just as customers demand personalization, they also want brands to seek feedback directly. With their mobile devices always in their pockets, it’s the easiest way for brands to establish a two-way communication channel directly with their customers. In fact, 51% of consumers say they want companies to ask for their feedback, and that number is even higher (64%) for consumers who prefer to leave feedback within apps. App customers are very willing to provide feedback; 98% of respondents said they are likely to do so when asked.
Most brands today may think
They are talking to the majority of their customers, but in reality, they are only hearing less than 1% of their customer base. This means that approximately 99% of customers are the “silent majority” whose voices are not being heard. Traditional feedback channels, such as sending NPS surveys via email, are no longer sufficient.
Brands that take proactive steps to solve customer problems demonstrate customer centricity, which earns customer trust and builds relationships.
If you’re not actively soliciting feedback, you’re missing out on an opportunity to keep your finger on the pulse of your app’s customers, improve customer satisfaction, and increase your bottom line. There are some systems and tools you can quickly and easily set up to make the most of customer feedback.
Now more than ever, your customers want to be heard. They’re eager to give you feedback. Do you have the right tools to capture that voice.