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How to Use Mobile to Build a Brand Customers

LoveRobi Ganguly

@rganguly

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What isCustomer Love?

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Love is an Action

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Why DoesCustomer Love Matter?

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You May Never Know Customers are Unhappy

of unhappy people never

complain

will leave and never come back

96% 91%

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The Retention Problem

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Loyalty Drives Business Results

“Brands that are assessed as better meeting expectations consumers hold have greater market share and are always more profitable than the competition. Always.”

-Robert Passsikof, Author of Predicting Market Success

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How Do You Earn Customer Love?

Listen

ValidateObserve

Engage

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Mobile =New Opportunities

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What’s Different About Mobile?

Always with you

Inherently a communication deviceCan be personalized more than any other channel

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Mobile =New Expectations

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To Build Trust and Loyalty, Expectations are HighBefore Now

1-800-FRUSTRATION Social media

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Mobile =The Key to L.O.V.E

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2000 2005 2007 2010 20150%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mobile’s Best Kept Secret

Push Notification Opt-In Rates

Apptentive Response Rates

Phone Survey Response Rates

Email Response Rates(Click to Open Rates)

Online Survey Response Rates

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The Power of Customer Feedback

Hear from 6

customers

Focus Groups

Make datadriven decisions

Test &iteratequickly

10 customers

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Use Mobile as a Built-In Focus Group

Close the loop

Hire a firm

Recruit 50

people

Gather feedbac

k

Identify the right

audience

Gauge their

interest

Infer and invest

Survey at the right

time

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Test and Iterate Quickly

Release

Feedback

Iterate

6 MonthsRelease

Release

Release

Feedback

FeedbackIterate

Iterate

Feedback

Iterate

Release

3 Months

Feedback

FeedbackIterate

ReleaseRelease

Release

Iterate

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Analytics

WHAT is happening

Feedback

The WHY behind the WHAT

=

=

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Make Data-Driven Decisions

Why data

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Provide thoughtful, focused questions and

answers

Ask at the right time and right place

Follow up with customers

Best Practices for Gathering Customer Feedback

1

2

3

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of customers will become more loyal if they know their feedback has been implemented.

Let Customers Know Their Voice is Heard

97%

@rganguly | #DSSEA Robi Ganguly Co-founder and CEO, Apptentive

@rganguly