Quality Customer Care, Coming to an App Near You

Business.com / Customers / Last Modified: February 22, 2017

Mobile apps are now extensions of any organization or entity, giving businesses the ability to connect to customers in new ways.

It is safe to say that in today's world almost everything heavily revolves around the use mobile devices.

When have you not seen someone stare down into a digital screen or a smartphone? Unless you live in a remote area, chances are you see this on a daily basis.

It is expected that mobile users will reach 4.61 billion in 2016, according to Statista.com.

It is safe to say that mobile is here to stay for a while. Not only has mobile adoption continue to skyrocket yet mobile usage grew 58 percent (Usage between 2014 and 2015), conforming to Flurry Analytics.

One of the cool things that has truly revolutionized communications, business, commerce, cloud services, and others is the infrastructure of mobile apps.

Related Article: Facebook Ramps Up Message Features, Aids Businesses In Social Customer Care

They are now extensions of any organization or entity giving the ability to really connect in ways never imagined before.

For example, when Apple introduced the App Store in 2008, app usage has grown continuously since and has never looked back.

Support in the App Space

In spite of all of these innovations, ubiquitous tools and functionality behin apps, there has been a tendency to overlook support in this space.

The business to customer (B2C) proprietary data from Helpshift's platform revealed that one out of every five mobile users seek help with the apps they use.

In addition, data scientists within the company polled 1.3 billion devices and measured the activity of more than 3,000 apps in a period of four months. What was also determined is exactly 22 percent from the total sought help at one point or another.

In this precise moment when a customer needs assistance it becomes the perfect opportunity to address and resolve the customer concern. Otherwise, the negative reputation about your brand spreads rapidly in a very connected world.

It has been estimated by the company´s analytics that 95 percent of apps in the App Store do not have in-app customer service.

In other words, if apps are analogous to department stores this means customers browse your services and you never bothered to acknowledge their presence to begin with. 

“It should be easy to get help if you have a question and get it answered. Customers across our sector are looking for help, so to have that ability to get a question answered through self-help is incredibly important,” said Chief Revenue Officer (CRO) of Helpshift Kevin Grant.

“There is a percent of those users that are like, “I am still confused”, so we provide in-app ability to chat with an agent. You share photos back and forth with screens informing the user what to do. This exchange between the agent and consumer is an example of a high-quality customer care experience to get their questions answered without ever leaving the app.”

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Below are two additional findings:

  1. “Users who engaged with a specific help topic within an FAQ were much less likely to file a support ticket than those who merely used the Help section as a way of contacting the company for support.”
  2. “The contact rate after viewing a specific FAQ dropped to a mere 2 percent, or roughly one in 50, thus proving the efficacy of proactive in-app support.”

Considering there is an enormous focus on expanding on digital marketing campaigns through the different channels and social platforms this space has been overlooked.

Companies that have an existing portfolio of mobile apps independent of their industry should consider growing this mobile space as a viable growth channel.

Instead of companies setting up traditional and mitigating channels to address customer issues invest your support framework to be proactive instead of reactive.

“So I think we are seeing in mobile for maybe the first time where support has become a growth channel, and not just a kind of reactive thing you have to block or take care of so that your customers are happy. It can be actually a way to differentiate yourself.” explained Vice president of Marketing at Helpshift, Eli Rubel.

“If you have this kind of new type of support available to you, one that is proactive and not just reactive you can prevent users from leaving your app in the first place. So just a different way to think about support in general.”

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Takeaways and Conclusions

The narrative for this year is for companies to grow, engage, and develop in-app support. It is certain mobile is the channel of the future. In a comprehensive analysis by Enterprisetoday.com it confirmed 10 mobile app trends to look forward to in 2016.

Expect incremental growth for app revenue, downloads, and a new generation of apps to be unveiled for the next frontieer.

The mobile stats and areas of continual growth can be visualized through the following infographic:

Mobile app Stats and Future Trends

Finally, customer in-app support will be tapped into to as an opportunity and a channel for organizations to exploit as a return on investment (ROI).

This channel will allow virtually any institution with any number of mobile apps to better showcase their brand with an effective customer service team, and simultaneously provide the quality care experience customers need while navigating the mobile app space.

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