Measuring Customer Satisfacton in a Mobile World

Where are customers finding issues, or being delighted?

Transcript

1. 1   Measuring customer satisfacton in a mobile world Tom Farrell, VP Marketing, Swrve Barry Nolan, VP Strategy, Swrve
2. •  Founded in 2011. > $50m funding. •  SF, LA, NYC, London & Dublin locations. •  Focus exclusively on large enterprises •  Installed in over 1.8 billion mobile apps Companies use Swrve to grow their mobile business.
3. Thinking About Customer Satisfaction How are we performing as a mobile business? NPS Where are customers finding issues, or being delighted? How is my mobile experience?
4. But the old ways don’t work any more! Mobile has removed the consumer from the traditional channels Customer satisfaction has to find them where they are!
5. 5   Why is churn so high?
6. 6   Why is churn so high? Lets reduce the price.
7. 7   Price decrease had zero impact on churn.
8. 8   Price decrease had zero impact on churn. So they reduced the price again.
9. 9   They created an in-app survey triggered the instant anybody unsubscribes.
10. 10   irrelevant to me relevant to me hard to complete easy to complete SURVEYS >80% of users replied
11. 11   #1 Reason: With every issue, the app grew ever larger
12. 12   #1 Reason: With every issue, the app grew ever larger It was never about price.
13. 13   The fix. One line of code $250,000 saved
14. 14   Analytics tell you what is happening. Surveys tell you why it is happening.
15. 15   How do mobile-first leaders get insights?
16. 16   Hotel Tonight asks to rate my last hotel only after I’ve booked my next hotel
17. 17   Lightroom after I’ve edited a few photographs
18. 18   Youtube Kids when I open parental settings.
19. 19   After every uber ride
20. 20   I just finished my book
21. 21   I just finished my book
22. 22   Four Takeaways Short Visual Triggered & timely Personal Ask the customer the right question, at the right time, in the right way.
23. 23   Checkin with the right user, at the perfect moment Simple to create and send surveys in minutes. See results graphically in minutes. + =
24. 24   Surveying individuals, in their mobile moment, is critical TRIGGER a user just did something Got off a flight 1st time to use a feature Made an in-store purchase Stopped subscribing SEGMENT users with same behavior Used the app 20 times Spent > $100 Stopped using the app Two-weeks into free trial
25. CONVERSATIONAL MULTI-CHOICE VISUAL SURVEY STAR RATING FOUR TOOLS AT YOUR DISPOSAL
26. 26   Conversational Feedback This use case: App Feedback Advantages 1. Conversational and personal tone 2. Tracks users responses 3. Different journeys depending how people respond 4. Unbelievable easy to create and send
27. Humanising your messages makes a real difference to engagement App Review: Only ask for feedback from users who’ve actually used your app a lot.
28. 28   Tracks and compiles user responses. Can immediately see the app has significant Customer Sat issues. Growth team turns off paid acquisition. 42% 33% 25%
29. Create specific conversation journeys Deeplink to App Store
30. Survey Tutorial Referrals
31. 31   Multi-Choice Surveys This use case: Why do customers not complete a purchase? Advantages 1. Highly structured feedback 2. Works at scale 3. Graphically reports how users respond 4. Partition questions over multiple pages 5. Again easy to create and send
32. 32   TARGET Users with abandoned carts
33. 33   TARGET Users with abandoned carts INSIGHTS Why this happens
34. TARGET Users with abandoned carts INSIGHTS Why this happens ACT Change specific behaviors
35. 35   TARGET Users with abandoned carts INSIGHTS Why this happens ACT Change specific behaviors KNOW The impact of this interaction
36. 36   Visual Surveys This use case: How was your experience today? Advantages 1. Highly visual - designed to the pixel 2. Native - float above UI 3. Works at scale 4. Export results to in-house platform
37. 37   Problem: Tagged had high engagement, but low App Store Rating Survey: Ask engaged users if they would give the app five stars. Linked Yes responders to App store. 2.3
38. 38   27,100 Ratings Problem: Tagged had high engagement, but low App Store Rating Survey: Ask engaged users if they would give the app five stars. Link Yes responders to App store. 82% improvement ! 2.3 4.2
39. 39   Trigger a survey the moment a passenger turns on their phone on landing.
40. 40   Star Rating This use case: Customer Service feedback Advantages 1. Conversational tone. 2. Highly structured feedback 3. Really simple UI for users to respond. 4. Works at scale 5. Graphically reports how users respond 6. Unbelievable easy to create and send
41. Star Rating Template
42. 42   Every survey and question is reported graphically.
43. To Conclude Go where the customer is – mobile! Deliver ‘native mobile’ experiences to collect satisfaction data Use a full range of tools – to suit the specific challenge
44. 44   Get customer feedback at scale, generate deep insights, track customer satisfaction.