Why Your Business Should Focus On Its Mobile Customers
In the past, traditional focus groups used to be the go-to source for information and feedback. Times have changed. With mobile customers, you have access to an accurate representation of your overall customer population. Traditional focus groups just can’t compete. Here are 6 reasons why you should look to your mobile customers for data.
1) They Are Already Invested
If they are using your app, then they are already mobile customers. They are much more likely to understand your offering, have experience with it, and to provide candid feedback. Logically, if your mobile focus group is comprised of customers using the same application, you can infer that they are representative of the overall population.
2) They Are More Active
Customers are spending more time on mobile apps, as opposed to behind a desktop computer, than ever before. We’ve all stood in line at the grocery store or bank, etc. and browsed through apps while we waited. If you send a survey or request for feedback that is accessible on the mobile app, you are much more likely to get a response than if a customer has to sit down at their computer, log in, and complete the entire survey at a desk.
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3) They Are Open Books
By using data analysis, you can see how long a mobile customer has been using your app, how frequently they use it, which pages they spend the most time on, past purchases, and much more. If you are looking for the right focus group data to help build a specific campaign, your mobile app can paint an accurate picture of user behavior and help you target the right focus group members.
4) You Can Organize them into Groups
An easy way to gauge the temperature of your customer base is by collecting sentiment data. Include a quick (one click, if possible) way for your mobile customers to tell you if they are happy, neutral or unhappy with your products or services. If you collect this sentiment data, or Net Promoter Scores or any other customer satisfaction metrics, you can easily organize your mobile users into distinct focus groups: those who love your offering, those who are ambivalent, and those who are detractors. Craft your survey and feedback requests to each specific group. What do the promoters love about your business? What do the detractors hate? How can you turn a lukewarm customer into a raving fan?
5) Get Data Quickly
Instead of waiting for responses to trickle in from an email survey, use your mobile app to request immediate feedback after a triggering event, or when you are planning the direction of a campaign. Ask your customers to weigh in while their experience is fresh and top of mind. Use mobile data as a fast vehicle for the right information to help plan budgets, mobile marketing expenses, and overall business strategy.
6) Perfect the Process
After you’ve collected feedback from several subsets of your customer population, refine your collection methods and the questions you ask to create best practices that work for you. It isn’t one-size-fits-all. Pay attention to the best times to ask questions. When do you get the highest response rates? Which search terms are customers using? Form a hypothesis about expected results and compare actual results to get a better understanding of customer needs. Don’t forget to follow up with your audience to let them know that their responses have value. Inform them how their feedback is directly impacting your business operations and providing a better customer experience.
With some practice and fine-tuning, your mobile customer base can arm you with the information you need to directly impact your business. Follow proven best practices, continue to refine your feedback process, and treat your customers like trusted advisors when they take the time to talk to you. The results will speak for themselves.