Why You Should Use Mobile Surveys to Drive Customer Engagement and Product Feedback

September 30, 2021 Vibes Marketing

Mobile surveys are powerful in understanding sentiment, but only if they’re shown at the right place and time within the app, to the right consumer segment. Through mobile, short surveys with specific asks (like feedback on a new feature) are effective and efficient.

Why you should use mobile surveys

In 2020, we found there was a 50 percent increase in the number of surveys sent by our customers. COVID restrictions catapulted mobile engagement, and mobile teams became more comfortable talking with their consumers on a regular basis.

Not all surveys are delivered in the same way, and when consumers are given the choice to opt in or out, response rates soar. Note-linked surveys, or rather, surveys that are linked to using an Apptentive Note, saw a response rate of 60 percent. That’s right: Over half of all end-consumers across both operating systems responded to Note-linked surveys.

 

Here a quick summary of why you should use specifically mobile surveys: 

  • Higher response rates and engagement: You can get higher response rates than traditional feedback channels like email. Our customers are seeing really high response rates for in-app surveys because they set events to trigger a survey at the most opportune time (i.e. when the item is picked up, if they open the app the next time, or maybe when they check in that they’ve arrived). This reduces friction in the customer journey because you’re removing steps they have to take to give you feedback such as replying to a long, irrelevant email survey. Asking questions at the right time and place to the right people will help you gather far more feedback.
  • Real-time feedback: With in-app surveys, you can reach customers in real-time when the experience is still fresh. It’s the perfect time to take advantage of that captive audience within the mobile app experience.
  • Wide reach: Surveying customers won’t impact your business if you only hear from a small percentage of them—or just the unhappy ones.
  • Location-specific feedback: We know that the customer experience can vary drastically from location to location – especially now with how quickly the world is changing around us. It is more important than ever to be able to identify gaps in the customer experience down to the individual ID. When you can quickly identify and analyze issues by passing through custom information like this, you will ultimately save valuable time and resources. 

How to create mobile surveys

Whether you are a seasoned survey writer or are surveying your customers for the first time, writing effective surveys for mobile devices can be challenging. To ensure the survey is successful, the first question to ask yourself is, “Why am I writing this survey?” Understanding the goal of the survey will help you write effective, concise, and goal-oriented questions that benefit both you and your customers

Nobody likes taking a long survey—especially on a mobile device. That means all of your questions need to be extremely relevant. Keeping surveys short and simple makes it easier to analyze the data and make informed decisions.

There may be many questions you want to ask your customers, but focusing on a specific goal will ultimately get you better data. Keep your surveys targeted on a certain feature or event.

When to use mobile surveys

There are many great ways to use surveys to better understand your customers. Here are some examples of how Surveys can be used to drive your business and product plan forward: 

  • Product feedback: You would like to know what your customers thought about a recently released feature or would like them to share their thoughts about new features they’d like to see built.
  • Customer research: You’d like to better understand the demographic of customers who continue to use your app 20, 30, or even 40+ times.
  • Investigating issues: If you notice abnormal customer behavior or a lot of bug reports, you can deploy a survey to understand exactly what’s going wrong in the customer journey.
  • Customer satisfaction: If you’re proactively deploying surveys and requesting feedback, you can hopefully course-correct before unhappy customers leave. However, surveys can also help understand why customers are happy or make repeat purchases. 

 

This article was written by Madeleine Wilson from Business2Community and was legally licensed through the Industry Dive publisher network. Please direct all licensing questions to legal@industrydive.com.

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