want loyal customers? ask for feedback on mobile
TRANSCRIPT
Want Loyal Customers? Ask for Feedback on Mobile
Using mobile to earn customer love and loyalty by listening to
and implementing feedback
Agenda• You’ll Learn:–What today’s consumers expect from
companies– How customer feedback impacts loyalty– Best practices for collecting in-app
feedback– Three actionable tips to increase the
volume of your customer feedback
Who Are We?Jeffrey Coleman Emily Carrion
Head of Customer Success @SurveyMonkey
Head of Marketing @Apptentive
SurveyMonkey is the world’s leading online survey platform, with more than 3 million survey responses every day. With over 15 years of experience in survey methodology and web development, SurveyMonkey helps customers make great decisions with data.
A bit about SurveyMonkey
A bit about ApptentiveApptentive’s mobile customer engagement software helps companies listen to, engage with, and retain their customers. The product gives brands the opportunity to identify who to talk to, intelligently engage user segments, and mobilize customers to take action through in-app messages, surveys, and ratings prompts.
Mobile has changed the way consumers and
companies view, give, and collect feedback
What do today’s consumers expect?
51% of customers expect companies to ask them for feedback directly
Expectations Increase on Mobile
64% of customers who prefer to leave feedback in-app expect companies to ask them for it directly
Mobile is a feedback goldmine
98% of people who said they prefer to leave feedback in mobile apps said they’re likely to leave feedback when companies ask them for it
Companies aren’t meeting customers’ expectations
• 1 in 3 businesses have never asked their customers for feedback
• 43% of businesses don’t consider asking customers for feedback a priority
How does customer feedback impact loyalty?
67% said they never hear a response from the company they left feedback for after leaving feedback in-app
How does customer feedback impact loyalty?
55% who leave feedback in a mobile app said they’re not likely to remain a customer if their feedback goes seemingly ignored
Customers want to leave feedback
Top 2 reasons for leaving feedback: – To help other
customers– To help the
companies improve their service in order to grow their business
To increase customer loyalty, ask for and implement feedback
• 72% said they’re equally as likely to give feedback regardless of if their experience was positive or negative
• 97% of people are at least somewhat likely to become loyal patrons to the company if they know their feedback has been implemented
Customers want to be a part of the process
Three ways to collect in-app feedback
• Include a feedback button• Use mobile-optimized surveys• Use intelligent ratings prompts
In-app feedback button
In-app surveys
Intelligent ratings prompts
IHG builds loyalty with in-app communication
• A customer had a bad experience, tried to reconcile it with concierge; left unhappy
• Left feedback in IHG’s app (where they booked their reservation)
IHG builds loyalty with in-app communication
• IHG was able to remedy the situation within an hour
• Turned dissatisfied customer into a loyal customer
• In-app bookings doubled year-over-year
Closing the Loop on
Feedback
JetSuite asks for, and implements feedback
• JetSuite stocks its flights with high-end snacks and beverages
• The company noticed a pattern: there was one surprising snack their customers were asking for
• The company stocked all flights with JetSuite branded M&Ms
JetSuite asks for, and implements feedback
• In addition to learning about candy preferences, the company realized customers wanted more personalization
• JetSuite began adding pilot names to customer itineraries…for free!
Three tips to increase the volume of customer feedback
1. Ask for feedback IN the mobile app2. Make it easy for customers by asking at
the right place and right time3. Consistently measure customer feedback
using NPS
1. Ask for feedback IN the app
• Asking for feedback increases the percentage of customers who provide feedback from 1% to more than 50%
• 98% of customers are willing to leave feedback in-app
• 64% expect companies to ask them in-app
2. Ask at the right place and right time
• Don’t bother your customers• Be sure your customers have sufficient
experience with your product or service first
• Be respectful
• Identify key moments in the app
3. Consistently measure customer feedback using NPS
• Net Promoter Score is a great barometer of customer sentiment
• Evaluate changes over time and by segmenting the data along the dimensions that matter to your business
Want to learn more?
http://bit.ly/Feedback_Loyalty_Form
Questions?