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?