Gathering and implementing mobile customer feedback is the best way to truly understand how you can improve your mobile experience, but approaching your feedback strategy can be tougher than it seems.
In our new mobile product management report, we asked respondents how important customer feedback is to their decision making process. We were surprised to see a higher number of respondents de-prioritize customer feedback in this year’s survey. This is one metric Apptentive commits to changing throughout our community and across industries, and we’re doubling down on our mission to educate teams about the importance of customer feedback throughout the mobile product experience.
We also asked survey respondents how often they gather customer feedback. We saw a slight decrease in the year-over-year cadence of asking for feedback. More respondents now ask for customer feedback monthly (31% compared to 19%) and quarterly (17% compared to 8%) than daily (22% compared to 44%).
Finally, we asked respondents to weigh in on the most pressing challenges they face as mobile PMs, and 23% noted that only getting a small amount of customer feedback presented a challenge for them. Surprising, right? Not so much! Although it may seem as though feedback is less important now that it was two years ago based on our survey results, the data shows the disconnect is likely due to approaching feedback strategies incorrectly. In reality, gathering and implementing customer feedback is the only way to make progress with your mobile product.
Here at Apptentive, we live to help our customers listen to their consumers. When it comes to gathering mobile customer feedback, our years of experience have yielded a long list of practical tips to help improve your approach to gathering customer feedback. Here are six strategies for better mobile customer feedback.
6 tips for better mobile customer feedback
1. Meet the customer where they are
All too often, brands require customers to leave the mobile app when a question or problem arises. If the customer is using your mobile app, give them a way to provide you feedback directly from the app. Don’t disrupt their experience by sending them out of the app to a webpage or to email or Twitter. A disrupted experience typically leads to less action, which means there’s a high likelihood you’re left with a frustrated customer and no feedback.
2. Be proactive
Solicit feedback proactively by messaging your app’s customers at an opportune time, or at the right mobile moment, with a message showing you care about their experience and opinions. Even if the customer does not currently have feedback, prompting keeps your internal feedback loop top-of-mind with customers. That way, the next time they do have an issue with your app, they’ll remember that they can communicate those issues directly with your team—rather than the route of impersonal and indirect app store reviews.
3. Build a two-way feedback loop
Effective feedback loops should be a frictionless part of the customer experience and designed in a way that resonates with the Go to the full article.
Source:: Business 2 Community