Why customer satisfaction is a critical KPI

James Haslam

May 7, 2019

In an article co-authored by Leanplum and Adjust, the two explore the importance of customer satisfaction in your overall evaluation of success.

If you’re not focused on making your app users happy, you’re missing out on improving customer retention and customer lifetime value.

Today, many mobile marketers focus almost solely on user acquisition or revenue growth. But it might be worth changing your perspective and re-evaluating customer experience and overall satisfaction to find the true value that your app delivers.

With app retention rates at around 21% the day after install — that’s four of every five users lapsing — it’s no longer just about hoping new users stick. It is about improving engagement and re-engagement in the modern mobile marketing era. While you could spend more money retargeting, engagement strategies have an impact on ARPU, and on lifetime value.

More troubling, the traditional means of improving advertising through optimizations and creatives may no longer be enough. Instead, it might be time to act on user feedback to improve your offering. But how do you receive that feedback without annoying users in the first place?

Why collect user feedback?

We’re all familiar with those pop-ups, known as interstitials, which can interrupt the in-app experience. They appear after certain events in an app are completed — infamously, dating apps commonly ask for feedback right after a match, attempting to capitalize on that good feeling of making a connection.

Unfortunately, such tactics gave in-app interstitials a bad name, particularly as they often push the user back to the App or Play Store for favorable reviews, rather than soliciting user feedback. These interstitials should be used to capture feedback for internal purposes, instead of begging for 5-star reviews.

So what can feedback do to improve the app and why is encouraging feedback worth your time?

Feedback can help you with every aspect of your app, from onboarding to the buyer’s journey. Collecting feedback helps you recognize and empathize with user pain points, and gives you the tools to improve the user experience — and increase app retention rates.

Encouraging feedback the right way

You can ask users to leave feedback on any aspect of your app. To start, check out this great list of in-app survey questions from CleverTap. Some of our favorite questions include:

  • “What goal are you trying to achieve with the app?” — Useful for understanding your audience’s goals and motivations for more effective messaging in the future
  • “What stopped you from completing your purchase?” — Useful for understanding purchase flow friction and increasing user checkouts
  • “What can we do to improve your experience?” — Useful for understanding user satisfaction and steps you can take to enhance your product, marketing, or service
  • “How likely are you to recommend this app to friends?” — Useful for understanding which segments are happy and who will give the highest app store ratings

And don’t worry. You can still use in-app messages for ratings. But by capturing user feedback first, you’ll have a better understanding of which segment to target to reduce the number of negative reviews left. In fact, Instabug reports that capturing user feedback leads to 80% fewer negative app reviews.

Now that’s a win.

What to think about when using interstitials

When you begin implementing interstitials, users may become suspicious of your intentions, so you have to change their mindset.

The first time you try to ask for feedback, choose your users carefully. Consider what they’re going through and the kind of input you’re after. For example, if you notice a swath of users recently exited the app after a very short session, you could leverage the segment to gather feedback on what went wrong in the user experience. Or if you have a segment of users with abandoned items in their shopping cart, you can target them to ask what would make them more inclined to purchase.

When you have your segment, send out a short survey across channels — potentially with a small reward for completion. Examples of rewards include:

  • 10% off a purchase in a retail app
  • A few extra miles in a travel app
  • Currency or additional lives in a mobile game

The survey could appear within the app, as a single interstitial, or via email with a deep link to the survey back in the app. That way, if you’re trying to gather feedback from dormant users as to why they no longer find value in the app, you can reach them on a channel that grabs their attention.

Then, simply switch those users to an in-app feedback loop periodically, with incentives each time they complete a survey. Be aware, though, that some may try to game the system — there should be hard limits on rewards per user.

The value of asking for user feedback

Collecting user feedback should help you come up with an actionable plan to improve some aspect of the app. Feedback can help you:

  • Prioritize product roadmap
  • Streamline various flows, such as onboarding, the checkout process, and re-engagement
  • Improve app store ratings

Whatever your goal, make sure you approach collecting feedback with an action-first mentality. After all, users are giving you their valuable time. You need to respect that by listening.

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