Customer Experience

How to get app feedback from your users

As mobile app usage continues to become more and more prevalent, companies must get into the minds of their mobile customers and create experiences that keep them engaged. According to Statista, in January 2018, the global mobile population had 3.7 billion unique users. As of February 2017, mobile devices were 49.7 percent of worldwide web page views.

Bill Gates once said, “We all need people who will give us feedback. That's how we improve.” Feedback is important because only your customers can tell you what they want from your product or service. This can be done by collecting feedback through the mobile app and collecting feedback about the mobile experience.

Collecting feedback about the mobile app experience

Collecting feedback while your customers are using your app is a great way to get relevant feedback because they can tell you what they think as they’re experiencing it. Additionally, it familiarizes you with your customers and their in-app journey.

Ask for reviews

While consumers are using the app, you can ask them if they recommend your app. If they say “yes,” ask them to give you a review in the app store. This will increase app downloads and draw attention to your project. If they say “no,” you can push them to your internal feedback system and ask how you can improve. It’s important to only send the message to customers who achieve a certain milestone, like completing 10 sessions in the app, and avoid sending it to new users. Timing is also crucial, as you don’t want to detract customers from making a purchase or important transaction. To avoid asking at the wrong time, you can ask users to rate you in the settings or menu button like Zomato does.

Bug fixes

As mobile apps are released, bugs often exist even if the most seasoned UI/UX team reviews the app. Your customers may be the first to find those bugs and asking for feedback allows you to fix them sooner. Ask users to attach screenshots so you know exactly where the user is experiencing the issue.

In-app NPS surveys

Net Promoter Score is a metric used to determine loyalty in customers. By asking the NPS question “how likely is it you would recommend our product/service to a friend or colleague” in the app, companies can see higher response rates because it’s easier for someone to respond to a popup on the app than an email after they’ve used the product.

BONUS: Get the Net Promoter Score Survey Template!

App personalization

Your customers are the only ones who can tell you which features they want in the app. By asking for feedback, you can add or changes features based on what users really want, instead of making educated guesses. Additionally, personalization can boost app opens by 27.5 percent, so customizing the app for the individual user makes them feel valued.

Collecting feedback within the mobile app experience

Since many of your customers are using your mobile app instead of your website, you’ll need to ask for feedback within your mobile app to get consistent data. If customers feel like you’re taking their feedback seriously it builds a relationship. They feel more confident giving you feedback and feel more connected to the app.

Feedback survey links in app settings

Feedback surveys can be placed in the settings or menu of the app. This can be especially helpful for user research for app concepts and new features. Instead of asking for general feedback, the Utah Jazz asked a specific question about the customer’s seat. By doing this, they generated enough responses to answer their question without burdening their customers with a lengthy survey during the game. You also can get creative with where you place the link such as slide outs, popups, and menu links to surveys. Additionally, you can email a survey or prompt people in-app and them rank order what features they find most important and what they can live without.

Utah Jazz Survey

Post-purchase feedback

Gathering feedback from an individual customer at the time a product or service is delivered, or shortly afterward, is helpful to increase the lifetime value of your customer and generate more product reviews. The conversation shouldn’t stop because they’ve made a purchase. Ensuring that they’re satisfied with their purchase leads to higher customer loyalty. In the app, you can send an in-app notification asking if they’re satisfied. It’s important to make sure a customer service representative follows up with the customer if he’s unsatisfied and closes the loop.

Customer support chat in-app

In-app chat is easy for people to give feedback or get their question answered because they can do it from anywhere. It’s also quicker and easier than picking up the phone or sending an email and waiting for a response. Zillow does a great job of in-app chat and allows their users to provide feedback in the app. After the chat, close with a CSAT survey and ask customers how satisfied they are with their experience.

Qualtrics SDK

For today's constantly connected consumer, an engaged and meaningful experience is not only coveted, it is expected. Qualtrics now has a mobile software development kit (SDK) which lets customers collect feedback directly in their apps without having users leave to use the mobile browser. Brands can quickly and easily build branded customer feedback experiences that originate directly from the brand's own mobile app. This new designer portal allows digital managers to easily design the feedback experience, including look and feel, and provides dynamic control of numerous targeting triggers without the need to update the app again.

For more information on how you can improve your mobile customer experience, download our Design a World Class Digital Customer Experience Program eBook today!

eBook: Design a World Class Digital Customer Experience Program

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Diana Kaemingk

Diana Kaemingk is a contributor to the Qualtrics blog.

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