Biz Tips: How to Measure Mobile Customer Sentiment: 2020 Benchmarks
Biz Tip:
How to Measure Mobile Customer Sentiment: 2020 Benchmarks
Today’s marketers and product managers have the power to reveal new fans, at-risk consumers, and shifts in emotion from customer experience over time in order to gauge sentiment. With this level of unique data from ongoing interactions—both online and onsite—brands can respond faster to revenue opportunities and build loyalty, while enhancing their own first-party data.
This post outlines how to gather, measure, and act on mobile customer sentiment based on data from our just-released 2020 Mobile App Engagement Benchmark Report.
How to gather mobile customer sentiment
Apptentive’s Love Dialog feature is used to gather the data, which starts with a simple “yes” or “no” question: “Do you love our brand?”
In 2019, 94% of all consumers who were prompted by a Love Dialog responded “Yes” or “No” rather than closing out of the prompt. On iOS, the number was even higher at 97%, compared to 87% of consumers on Android. The Love Dialog garners such high response rates primarily because of its simplicity. People are willing to answer short, simple questions and share feedback when they’re proactively asked for it at the right mobile moment.
Let’s focus on the people who responded “Yes” to the total “Yes” and “No” Love Dialog responses. In 2019, 64% of consumers prompted responded that “Yes,” they loved the brand. On iOS, 62% of consumers responded “Yes,” and 68% of consumers responded “Yes” on Android. These quick, positive responses are a great way for brands to take a regular emotional pulse from their consumers, without asking them to leave the app for feedback or take another step away from their intended use of the app.
How to measure expressed mobile customer sentiment
There is a new standard for measuring mobile customer sentiment and emotion through in-app customer voice and feedback initiatives, which is looking at what Apptentive calls “emotion data.” We capture emotion data through Fan Signals, which allows your brand to measure expressed sentiment across time and touchpoints, helping you identify when sentiment has shifted and why—down to individual customer IDs.
In measuring expressed sentiment, we segment customers into four categories:
- New or Repeat Fans: Customers who have expressed positive emotion for the first time by answering “Yes,” or who have expressed positive emotion at least twice in a row.
- New or Repeat Risks: Customers who have expressed negative emotion for the first time by answering “No,” or who have expressed negative emotion at least twice in a row.
- Fans Shifted to Risks: Customers whose expressed emotion has shifted from positive to negative, or from Fan to Risk.
- Risks Shifted to Fans: Customers whose expressed emotion has shifted from negative to positive, or from Risk to Fan.
In 2019, the average number of New or Repeat Fans was 60% (iOS 58%, Android 65%). The average number of New or Repeat Risks was 31% (iOS 32%, Android 28%). On average, 5% of Fans shifted to Risks (iOS 5%, Android 3%) and 4% of Risks shifted to Fans (iOS 5%, Android 3%).
What does this data tell us?
There are various reasons why expressed mobile customer sentiment shifts.
Shifted Fans are typically validation that you’ve improved your customer experience or made a positive change to your in-app experience. Shifted Risks are the opposite and tend to show that you’ve made a negative change to your offerings or customer experience that people aren’t happy with.
you can’t have one without the other.
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