Tuesday, June 7, 2016

Deliver Great Customer Experience Through Your Mobile App

Who would have imagined that this day would come? Certainly Steve Jobs and many others saw this coming years ago. We’ve moved from apps (ex/ Microsoft Outlook and Word) to the cloud (ex/ Gmail and Google Docs), to a rich app ecosystem on mobile devices. Regardless of how we’ve ended up here, it’s now obvious that app usage is widespread and growing. The big question is:
Are your users having a great experience in your app?

Customer Experience in Your Mobile App
On the customer journey, the in-app experience is crucially important to how your customers and users view your brand. Unlike a computer, the mobile device is always on and used throughout the day for a variety of tasks. Your users want an app experience that is easy, fast, and unobtrusive. Ultimately, they want your app to deliver. Does your app deliver?
You have great quantitative analytics around the usage of your app. You can tell the number of installs, uninstalls, session time, pages visited, etc. That is the ‘what’ of the app experience. Smart mobile app makers are also gathering the ‘why’ behind the ‘what’ so that they can lower their uninstalls, increase customer satisfaction, and ultimately beat their competition.
At QuestionPro, we’re pioneers in getting mobile feedback, both in the cloud and within mobile apps. Here are 3 surefire ways to understand your mobile app experience and, ultimately, lower your uninstall rate:

Choose Your Mobile App Triggers

User experience happens over time and many different use cases. From buying to playing to checking information and entering data, your users are relying on you to deliver a great experience. That said, they don’t need to fill out a survey every time they use your mobile app. So, consider some of the following triggers to intelligently capture in-the-moment feedback:
  • Number of times the mobile app has been opened
  • Number of days/weeks since the mobile app was installed
  • Specific activities, like an in-app purchase
  • Geolocation – when the user comes within the proximity of a specific place
These are just a few examples, but the trigger can be almost anything, or combination of things, that the user does.

Respect Their Time

Most people are willing to share their opinion for the sake of helping you. Often, in fact, it’s not that they expect anything for their time, but they are simply being helpful. If you make it easy for them, they’ll provide some helpful feedback. There are a couple components to consider here. First, don’t ask for feedback too often. For a mobile app, we typically recommend requesting feedback no more often than quarterly. There are some exceptions, but this is a general rule. You don’t want to wear out users by requesting feedback often. Also, consider these question types to use for mobile surveys.
The other consideration point is the time it takes to complete the survey. Frankly, it should typically take 60-90 seconds for a survey on a mobile phone. The limited screen size and less-than-ideal options for data entry can make longer surveys feel even more cumbersome on a mobile device. Keep it short and sweet and your users will reward you with meaningful feedback. At QuestionPro, we can guide you to get the best results, based on your unique needs.

Don’t Drain Your Developers

One of the common friction points anytime people ask for a change to a digital property, be it a website or a mobile app, is the use of technical development resources. This is a fair concern. Companies are doing more and more business digitally, engaging consumers where it’s most convenient for both parties. As such, the list of development priorities can be quite long.
So, how do you keep from sapping development resources each time you need to change surveys? We recommend great software to accomplish this. Your survey solution should have a way to change the survey without asking for more development resources. This way, you can keep up with your business needs without draining resources. Both your customers and your colleagues will love you.
Getting feedback from within your mobile app is no longer an optional exercise, but a critical component of a successful customer experience strategy. We’d love to help you.
If you’d like to learn more about how QuestionPro can help you create a world-class Customer Experience, visit us here:  http://www.questionpro.com/cx/
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