I’m going to take a wild guess and assume that you already understand the importance of mobile in-app feedback tools. You might already have a Voice of the Customer (VoC) program in place that you’re looking to improve, or perhaps you’re just trying to get started.
You also might be reading this post thinking: “Who’s adding new tools to their tech stack right now?” This is a valid question. With all of the economic uncertainty in the world right now, it may feel counterintuitive to be making any VoC purchasing decisions. But in truth, there’s never been a better time. Now, more than ever, your customers want to be heard. They’re itching to give you feedback. Do you have the right tools to capture that voice? If you don’t, you need to get those in place – and fast.
To help you with this, we compiled a list of the top mobile in-app feedback tools of 2022. Incorporating these tools into your customer experience tech stack will drive more engagement, gather high-quality customer feedback, and help inform your product roadmap.
Mobile in-app feedback tools & solutions
mParticle is the customer data platform for brands leading the CX revolution. Unify data and simplify partner integrations with enterprise-class security and reliability.
Developers can remove the pains associated with constantly incorporating new SDKs into an app and focus on delivering products that transform the customer experience. It provides the speed and efficiency mobile apps require for constantly changing products while maintaining the security and integrity of existing systems.
The integration between mParticle and Apptentive allows mobile app providers to build a bond with their customers through the data that defines them. Combining the two platforms enables app providers to move with the speed and agility to meet the needs of their customers, while still maintaining the security and control required for regulatory concerns. Mobile marketers and product managers can immediately take action on events in Apptentive by simply flipping a switch.
Apptentive also offers “codeless integration” through mParticle, without requiring customers to create a new series of events within their apps. Our SDK is instrumented into mParticle, and when a mParticle customer decides to leverage Apptentive, a switch is flipped on in their dashboard which gives them immediate access to Apptentive. This saves companies valuable time and resources.
When a mParticle customer creates an event in their app, the events forward to Apptentive. Customers are then able to access the Apptentive product suite to send ratings prompts, survey customers for product information, use Message Center for customer service, send notes to drive positive outcomes, and push customers to upgrade to the latest version of their app. Customers are also able to select what event data they’d like to pass through to Apptentive through flexible controls.
A shameless self-promotion here, we can’t help but add ourselves to the list. We think we’re pretty great – and so do many leading enterprise brands such as CNN, WeatherBug, FanDuel, Capital One, JetBlue, Dunkin’, Zillow, Norwegian Cruise Lines, Safeway, Alaska Airlines, and more.
Apptentive allows companies to measure shifts in customer emotion and gather actionable feedback across their mobile customer journeys. Our mobile customer feedback solution drives industry-leading response rates that are 10x higher than web and email, and helps brands manage their brand reputation, prioritize product roadmaps, and measure customer experience down to individual customer IDs.
Apptimize, An Airship Company, helps brands rapidly iterate to make amazing user experiences across all their digital channels through A/B Testing and Feature Release Management with a mobile-first lens. Their A/B testing capabilities can uncover how different changes and features impact success metrics such as purchase rates, trial requests, onboarding, survey results, and more.
Apptentive’s Apptimize Integration enables the use of Apptentive Surveys, Notes, and the Love Dialog as a follow up to Apptimize experiments for deeper understanding and qualitative analysis. For example, using the Apptentive Apptimize Integration enables you to use Apptentive Surveys to ask customers who have seen a specific variant of a given experiment about their experience. Using Apptentive Notes, you can follow up with a group of variant participants to let them know that the functionality they tested in beta is now generally available in your product.
4. Quantum Metric
Quantum Metric helps organizations build better digital products faster. Our Continuous Product Design platform gives business and technical teams a single version of truth that’s automatically quantified and based on what matters most — your customer’s perspective. The result: Teams are aligned, learn faster, and release with confidence. In January of 2021, Quantum Metric secured its place as the first tech unicorn of the year with an above $1 billion valuation and a $200 million Series B funding round.
→See the full list of Apptentive partners and integrations here
The following tools, solutions, agencies, and partners aren’t necessarily all about collecting and managing in-app mobile feedback, but they do complement VoC programs extremely well.
Zendesk is a service-first CRM company that builds support, sales, and customer engagement software designed to foster better customer relationships. From large enterprises to startups, they believe that powerful, innovative customer experiences should be within reach for every company, no matter the size, industry or ambition.
UserVoice is a leading product feedback management software dedicated to enabling businesses to make data-driven product decisions and prioritize feature requests by making customer feedback more meaningful. UserVoice enables product teams to work more effectively alongside customers, customer support, success, and sales teams to better inform the product development process. UserVoice’s product management software capabilities include feedback collection, product roadmap prioritization, feedback management and moderation, communication tools, net promoter score, support ticketing, knowledge base, and advanced reporting.
Airship is actually the parent company for our #3 tool, Apptimize. Airship is a modern product flagging framework that gives the right people total control over what your customers see and experience – without deploying code.
Pilot44 is a new type of innovation lab focused specifically on helping top brands more effectively discover, pilot and employ emerging digital technologies. Their goal is to help clients scale their innovation efforts by providing specialized expertise and resources necessary to support a continuous innovation lifecycle.
Rightpoint is an independent customer experience agency with technology at our core. They create seamless digital experiences driven by insight, strategy, and technology, and design to evolve the way their clients do business. Rightpoint serves more than 250 Fortune 1,000 companies with strategy, site design, and development, content, CRM, commerce, BI and cloud infrastructure.
Check out this webinar with our friends at Rightpoint talking about all of the steps product managers need to take after an app launch. Watch the full video here.
Kin + Carta
A global consulting firm built for the 2020s, Kin + Carta helps make the journey to becoming a digital business as profitable, tangible and sustainable as possible. By building digital twins to replace existing analog processes, designing and launching new digital products and services, and unlocking future innovation through modernization initiatives, Kin + Carta seamlessly integrates the strategic consulting, software engineering and marketing technology needed to help businesses make it happen.
Tillster is the global leader in customer engagement programs and self-service ordering for the quick service restaurant and casual dining industries. The company provides multi-channel, market-specific digital solutions for ordering, payment, loyalty and lifecycle management that integrate across online, mobile, tablet, kiosk and call center platforms. Tillster’s solutions allow consumers to engage seamlessly with their favorite restaurant brands whenever, wherever and on whichever device they choose. Tillster has enabled more than 35 million guest transactions for global and regional brands such as Boston Market, Burger King, California Pizza Kitchen, The Coffee Bean & Tea Leaf, Domino’s, Jack in the Box, KFC, McAlister’s Deli, Pizza Hut and Taco Bell.
Alkami Technology develops and delivers digital banking solutions for credit unions and banks. Its product includes ORB Platform which is a Software-as-a-Service (SaaS) solution that offers retail banking features, such as P2P, card controls, alerts, account aggregation, rewards, shared access, PFM, and analytics; business banking, which include managing payroll and wires and payments, and administering sub-users and their permissions; integrated mobile banking; and intelligent content delivery.
Further, Alkami Technology features retail, business, mobile, bill pay, personal finance management, person-to-person payments, and marketing; and features an integrated content management system that delivers one-to-one product marketing and cross-sell opportunities.
We all know and love Slack. It’s such a multi-faceted tool. Apptentive integrates with it to help product managers work faster and more collaboratively.
How to collect more in-app feedback
Collecting mobile customer feedback is absolutely critical to improving the customer experience. Here are some key ways to collect more mobile customer feedback within your app.
- In-app mobile surveys: In 2021, Apptentive’s benchmark for in-app survey response rates was 13%—much higher than the industry average for survey response rates of 1%. 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.
- Ratings and reviews: One of the few places customers give feedback is in the app stores in the form of ratings and reviews. If you have a low star rating in the app store, that’s indicative of one (or both) of the following: There’s an issue in the app that needs fixing and/or you’re not getting your biggest fans into the app store. In fact, most brands only hear feedback from about one percent of their customers. In order to overcome this challenge, you should implement a tool that prompts the right people at the right time to leave a review at the app store. Not only will you be able to capture the feedback of more happy customers (and therefore improving your app store rating) but you’ll also be able to hear from more people who would have otherwise remained silent (we call this the silent majority). By selecting the appropriate people to prompt, it ensures that happy customers rate your app publicly, while unhappy customers give you direct, actionable feedback.
- Message centers or two-way feedback portals: When customers experience an issue, have feedback, or need a fast response, it is essential to have a channel through which they can easily contact you. A message center provides a two-way conversation channel to do just that. As we mentioned in the section above, you can set up your mobile feedback system so that unhappy customers are directed to your message center rather than the app store. This also eliminates friction for the customer because if they need help at that moment, they don’t need to go searching for where to submit feedback, send an email, or take any extra steps to get help.
When you capture the right people at the right time and redirect them to the most efficient communication channel, you’re improving the mobile customer experience.
Additional reading on in-app feedback tools
Break Out of the Product Management Echo Chamber Using the Voice of the Customer: In this guide, we discuss what is the voice of the customer, how companies use VoC data, and how to create a better VoC program.
2022 Mobile Customer Engagement Benchmark Report: Through collecting data from 1,000 iOS and Android apps with 5,000+ active users across one billion app installs, Apptentive’s seventh-annual Mobile Customer Engagement Benchmark Report shows that mobile teams working on the largest apps in the marketplace capitalized on the increased amount of customer feedback to make meaningful improvements to their digital offerings.
The Difference Between a Tool and a Solution: In this post, we break down and define exactly where those discrepancies occur by highlighting the pros and cons of tools compared to solutions and vice versa.
Incorporating these mobile in-app feedback tools and strategies into your customer experience tech stack will drive more engagement, gather high-quality customer feedback, and help inform your product roadmap.
So now that you have all the tools in place to collect more mobile customer feedback more efficiently, now what? Lucky for you, we’ve created lots of educational content about how to analyze and act on the mobile feedback you’ve received.
And if you’re ready for a change, request an Apptentive demo.