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Insights into Customer Feedback on Mobile

Posted on 3.16.2016

A new study is shedding light on how mobile devices have changed the way companies ask for and understand customer feedback.

The Feedback and Loyalty on the Mobile Frontier study, from Apptentive and SurveyMonkey, reveals that 98 percent of the survey respondents who prefer to leave feedback for companies directly in-apps are likely to do so when prompted. What’s more, two-thirds of consumers who prefer to leave feedback in a mobile app expect to be asked. One-third of businesses surveyed, however, have never asked their customers for feedback.

It is important to note that just asking for feedback is not enough, as the data shows that more than half of respondents (55 percent) who leave feedback in a mobile app are not likely to remain a customer if their feedback is ignored.  This means that businesses need to acknowledge to customers that their feedback has been received. That said, 67 percent of respondents who leave feedback in a mobile app never receive a response from the company, and 62 percent are not confident that their feedback is heard.

“The survey findings remind us that companies must place more emphasis on reviewing and responding to customer feedback, not just collecting it,” said Jeffrey Coleman, SurveyMonkey’s director of customer success. “The data shows that acting on feedback helps create a loyal customer base. Businesses would be wise to take stock of their current processes for handling feedback and adapt them to meet the expectations of today’s customers, especially on their mobile platforms.”

Additional data from the survey shows that mobile apps can be very helpful in gathering customer feedback and have an impact on driving loyalty. In fact, companies that said they have a mobile app reported lower levels of decline in customer loyalty than companies without an app. Conversely, 66 percent of companies that saw their levels of customer loyalty decrease over the past year said they do not have a mobile app.

“This data exposes the areas in which companies are failing to meet consumer expectations, and shows the importance and value of meeting customers where they are, namely, on mobile,” said Robi Ganguly, CEO and co-founder at Apptentive. “We’re excited to publish a report that will help businesses understand the consumer landscape on a deeper level, and offer real ways to engage with customers to harness the power of their feedback.”

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