how to implement & roll out mobile customer communications in larger organizations - modeveast...
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@apptentive [email protected]
>100 BILLION
App Downloads since the launch of the iTunes app store between JUST Android and iOS
We’re Still Just at the Beginning
7/08 1/09 6/09 12/09 5/10 10/10 2/11 7/11 1/12 6/12 12/12
# OF
APP
S IN
APP
STO
RE
900k
600k
300k
0
100k
in 11/09
600k
in 6/12
250k
in 5/10
250k
in 7/110
in 7/08
775k
in 12/12
2 Huge Markets in 5 Years
App creation is accelerating
1990 1991 1992 1993 1994 1995 1996
# OF
WEB
SITE
S GL
OBAL
LY 100,000
1,000
100
0
50in 12/92
623in 12/93
1in 12/90
Context: Website growth
10kin 12/94
100k
in 1/96
Apps Are Addictive
The Huge Issue: Retention
The Math of the App Business
The Opportunity
SurveysHow are we doing?Have a finger on the pulse of your community in-app.
FeedbackKeep it real. Use in-app messaging instead of email for valuable customer input.
Ratings Prompt
Feel the love. Ensure only happy customers rate your app in online stores.
Tools
Message Center
Relate and delight. Create a conversational experience your customers will love.
Now…. What’s the Downside?
Tools
See the love.Track key metrics for your apps in a single view.
CONVERSATIONSTARGETED SURVEYSCHANGE MANAGEMENTDASHBOARD
Tools
DASHBOARD CONVERSATIONSTARGETED SURVEYS
Changes on the fly.Modify ratings prompts in real-time, no coding required.
CHANGE MANAGEMENT
Tools
DASHBOARD CONVERSATIONSCHANGE MANAGEMENT
Targeted Surveys.Manage targeted surveys and export responses from our custom dashboard.
TARGETED SURVEYS
Tools
DASHBOARD TARGETED SURVEYSCHANGE MANAGEMENT
Managed Responses.Get feedback with full context and import to your CRM system.
CONVERSATIONS
20 MILLIONCUSTOMER BASE
AN IAC COMPANY
What happens when you listen to your customers?
Graduate from Anecdotes to Trends & Patterns
Community vs. Hierarchy
Focused… but?
Where is Learning & Empathy?
Out of Touch = Frustrated & Burnt Out
Hearing from Customers Rules
A Real-World Example
Big Brands need help…
New Listening Capabilities
Minimize Behavior Change
Customer Support / Helpdesk Tools
Mobile Should Feed Your BI
Internal BI Tools
CS / Helpdesk
Mobile Communicatio
ns Tools
Existing CRM
Mobile Will Eventually Feed Your Other Systems
Mobile
CRM
BICS
• Engineering empowerment:– Give them full ownership over the code
that goes in the apps– Involving engineering more deeply in
the process allows them to drive innovation as opposed to being told about changes
Other Internal considerations
Build vs. Buy: Focus on your product
Visit Urbanspoon: Love is Now a KPI
Results: More Satisfied Customers
Our most engaged apps saw an average increase in ratings by 1.4 stars and a 265%
increase in reviews. The average survey response rate is almost
50%!
● Say thank you. Appreciate the time they invested.
● Apologize.
● Try to solve the issue. Communicate that you care to solve it.
● Follow-up.
● Empower / reward those who become evangelists.
Some simple tips
● Have respect and empathy for the customer and they’ll respect you back
● Acting upon the customer’s feedback is powerful and necessary
● The Goal: Earn and Cultivate Customer Love
● Seriously.
Conclusions
@apptentive [email protected]