Mobile Feedback Is The Key To Consumer Loyalty, Says Apptentive
Brands can't adopt every consumer suggestion. But building a relationship through mobile conversation has a major impact on future sales.
Brands that ask for and respond to consumer feedback build loyalty and retain customers at a higher rate, according to a report from Apptentive and SurveyMonkey — and the best channel for this exchange is the shopper’s most personal device: the smartphone.
The survey finds that if people know their feedback has been implemented, 97 percent of them are at least somewhat likely to become loyal patrons to the respective company — but too many are allowing feedback to go unacknowledged. While a reported 55 percent of respondents who leave feedback in a mobile app said they are not likely to remain a customer if their comments are seemingly ignored, it appears brands need to up their commitment to using mobile as a vehicle for conversation and building a relationship: 67 percent of respondents who leave feedback in a mobile app never receive a response.
“These findings clearly highlight the desire customers have to help businesses, and yet only half of the companies studied use customer feedback to influence their decisions,” a representative from Apptentive told GeoMarketing. “Conversely, if businesses acted upon the desires of their customers, response rates would rise tremendously. In fact, 99 percent of respondents said they’d leave feedback if they knew the company would actually use it to make changes.”
So, per Apptentive’s findings, what can brands do to improve communication around mobile feedback, boosting loyalty and physical sales as a result? Key takeaways from the report, below.
- Ask for feedback IN the mobile app: Ask and you shall receive. Asking customers for feedback reportedly increases the percentage of customers who provide feedback from 1 percent to more than 50 percent. Make it easier for customers to do so by keeping questions short, concise, and direct, Apptentive suggests.
- Make it easy for customers by asking them at the right place and right time: Ah, the classic maxim — right place, at the right time, on the right device. A majority of customers prefer to give feedback on mobile, and they will be more willing to do so if they don’t feel bothered or interrupted. Therefore, making sure to let customers complete their intended task before asking them for feedback and asking for feedback multiple times within a short period of time can pay dividends.
- Respond!: As shown in the previous stats, getting a response is the biggest thing that makes customers feel valued. No, not every suggestion will make an impact on a business — although some might. But even a “thanks for the suggestion, John!” goes a long way toward turning a casual visitor into a repeat customer.