Apps: The Best Channel for Customer Communication

Apps: The Best Channel for Customer Communication

Apps: The Best Channel for Customer Communication

Everywhere we go and at any time of day we always carry at least one thing with us – our smartphone. It is the most personal object we own and we use them non-stop to communicate with each other through a multitude of different mobile apps. However, mobile apps have had a far larger impact than being able to communicate from just peer to peer.

Mobile apps have opened an entire new channel and form of interaction between companies and consumers. Having a branded mobile app in a consumer’s pocket is the closest connection companies have ever had with their customers. With the rise of time spent on mobile devices, companies who have a mobile app on a consumer’s phone are given a spotlight and opportunity to connect like never before.

Since 2010 mobile usage has been steadily increasing, and in 2013 mobile became the leader in media consumption surpassing both television and the desktop.

See the full mobile growth infographic.

Mobile will only continue to distance itself from the other outlets as technology, innovation, and design continue to improve. For companies this means one thing. It’s time to capitalize on mobile as a tool to create personalized relationships powering meaningful engagement with customers.

The Rise of Customer Service, Feedback, and Communication

Alongside the growth of mobile, customer service and feedback have been gaining importance and have become a staple for companies looking to standout. Companies like Amazon, Nordstrom, and Costco have shown how being customer focused can contribute to a successful business.

Mobile apps are the powerful link between service, feedback, and communication. Growing out of a desire for positive ratings and reviews for your app, customer happiness is extremely important for mobile apps. As a mobile app publisher you want positive ratings, but would prefer to have negative feedback sent to you instead of the app store.

Thus, companies began asking for feedback, providing better customer service, and encouraging customer conversations to learn from their customers. This turned mobile apps into a key platform for better connecting with a customer base.

The Mobile App Platform

Mobile apps give companies a chance to have personal two-way conversations that benefit both the customers and companies alike. Customers get to share their thoughts and have issues solved. Companies get to hear directly from their biggest fans and critics and learn what could be better.

5 Tips on Using Mobile Apps to Better Communicate with your Customers

1. Easy To Communicate In-App

If it isn’t easy for customers to reach out and communicate it will never happen. Don’t bury the “contact you” button somewhere deep inside the app. Make it abundantly clear that there is a place designated for in-app feedback. It will help customers find their voice and choose to reach out instead of remaining silent.

Customers are using your app when they need help or want to give feedback. Customer communication needs to be able to take place entirely through the mobile app. Don’t ask customers to send an email, direct them to social media, or lead them to an online help forum. Communicate through the app.

 2. Proactively Reach Out

The majority of mobile apps only hear from few vocal customers. To combat this, mobile apps need to be proactive in parts of their customer communication. Using proactive feedback prompts, in the right places, can help you hear from more customers and get a better perspective of your customer base.

In-app surveys can also be a powerful tool for gaining insight on your customers. Many people don’t have specific feedback or would never engage in a conversation to share their thoughts. Surveys allow more people to answer specific questions and choose from a list the answer the best represents their thoughts.

 3. Respond and validate

Always respond to every message you receive. If a customer takes the time out of their day to engage with you, it warrants your attention no matter what kind of message it is. Sending a response not only opens up the door for a personal relationship between the brand and customer, but also validates the customer.

By validating what the customer has to say you are forging a connection between the customer and the mobile app. If the customer gives feedback and you respond by thanking them for helping improve the app, the customer gains a sense of association with the app and is more likely to become an evangelist.

4. Follow-up

The follow-up message is one of the most powerful forms of communication with a customer. It shows a company taking steps to ensure that the customer is happy.

Follow-up messages are great for telling customers about new features they asked for, ensuring that the customer knows their problem was resolved, and generally providing additional information that may be helpful.

5. Be Personal

The more personal, the better the connection that can be formed. If you have the customer’s name, use it! The more you can impress on the customer that you care about them individually the better. The entire goal is to make the customer feel special. This is the best way to earn a customer’s loyalty.

Ezra Siegel


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