how to implement & roll out mobile customer communications in larger organizations - modeveast...

@apptentive robi@apptentive.com

>100 BILLION

App Downloads since the launch of the iTunes app store between JUST Android and iOS

We’re Still Just at the Beginning

7/08 1/09 6/09 12/09 5/10 10/10 2/11 7/11 1/12 6/12 12/12

# OF

APP

S IN

APP

STO

RE

900k

600k

300k

0

100k

in 11/09

600k

in 6/12

250k

in 5/10

250k

in 7/110

in 7/08

775k

in 12/12

2 Huge Markets in 5 Years

App creation is accelerating

1990 1991 1992 1993 1994 1995 1996

# OF

WEB

SITE

S GL

OBAL

LY 100,000

1,000

100

0

50in 12/92

623in 12/93

1in 12/90

Context: Website growth

10kin 12/94

100k

in 1/96

Apps Are Addictive

The Huge Issue: Retention

The Math of the App Business

The Opportunity

SurveysHow are we doing?Have a finger on the pulse of your community in-app.

FeedbackKeep it real. Use in-app messaging instead of email for valuable customer input.

Ratings Prompt

Feel the love. Ensure only happy customers rate your app in online stores.

Tools

Message Center

Relate and delight. Create a conversational experience your customers will love.

Now…. What’s the Downside?

Tools

See the love.Track key metrics for your apps in a single view.

CONVERSATIONSTARGETED SURVEYSCHANGE MANAGEMENTDASHBOARD

Tools

DASHBOARD CONVERSATIONSTARGETED SURVEYS

Changes on the fly.Modify ratings prompts in real-time, no coding required.

CHANGE MANAGEMENT

Tools

DASHBOARD CONVERSATIONSCHANGE MANAGEMENT

Targeted Surveys.Manage targeted surveys and export responses from our custom dashboard.

TARGETED SURVEYS

Tools

DASHBOARD TARGETED SURVEYSCHANGE MANAGEMENT

Managed Responses.Get feedback with full context and import to your CRM system.

CONVERSATIONS

20 MILLIONCUSTOMER BASE

AN IAC COMPANY

What happens when you listen to your customers?

Graduate from Anecdotes to Trends & Patterns

Community vs. Hierarchy

Focused… but?

Where is Learning & Empathy?

Out of Touch = Frustrated & Burnt Out

Hearing from Customers Rules

A Real-World Example

Big Brands need help…

New Listening Capabilities

Minimize Behavior Change

Customer Support / Helpdesk Tools

Mobile Should Feed Your BI

Internal BI Tools

CS / Helpdesk

Mobile Communicatio

ns Tools

Existing CRM

Mobile Will Eventually Feed Your Other Systems

Mobile

CRM

BICS

• Engineering empowerment:– Give them full ownership over the code

that goes in the apps– Involving engineering more deeply in

the process allows them to drive innovation as opposed to being told about changes

Other Internal considerations

Build vs. Buy: Focus on your product

Visit Urbanspoon: Love is Now a KPI

Results: More Satisfied Customers

Our most engaged apps saw an average increase in ratings by 1.4 stars and a 265%

increase in reviews. The average survey response rate is almost

50%!

● Say thank you. Appreciate the time they invested.

● Apologize.

● Try to solve the issue. Communicate that you care to solve it.

● Follow-up.

● Empower / reward those who become evangelists.

Some simple tips

● Have respect and empathy for the customer and they’ll respect you back

● Acting upon the customer’s feedback is powerful and necessary

● The Goal: Earn and Cultivate Customer Love

● Seriously.

Conclusions

@apptentive robi@apptentive.com