Deep Dive presentation from Robi Ganguly's presentation at MoDevEast in December 2013 about how to roll out and implement customer communications at larger organizations. From contextualizing the mobile opportunity to sharing details about the largest problems in the ecosystem, this helps any mobile marketer, product manager or mobile business owner to make the case for deeper investment in mobile. In addition, it highlights the importance of customer communication inside of mobile apps, the necessary tools for any larger organization and how companies are utilizing these tools every day to change their business, get smarter faster and deeply connect with customers. Questions? Email robi@apptentive.com

1. @apptentive
robi@apptentive.com

2. We’re Still Just at the Beginning
>100
BILLION
App Downloads since the launch of the iTunes app store between
JUST Android and iOS

3. 2 Huge Markets in 5 Years
App creation is accelerating
775k
# OF APPS IN APP STORE
in 12/12
600k
900k
in 6/12
600k
300k
100k
0
250k
250k
in 5/10
in 7/11
in 11/09
in 7/08
0
7/08
1/09
6/09
12/09
5/10
10/10
2/11
7/11
1/12
6/12
12/12

4. Context: Website growth
100k
# OF WEBSITES GLOBALLY
in 1/96
100,000
10k
in 12/94
1,000
623
in 12/93
100
50
1
in 12/92
in 12/90
0
1990
1991
1992
1993
1994
1995
1996

5. Apps Are Addictive

6. The Huge Issue: Retention

7. The Math of the App Business

8. The Opportunity

9. Tools
Ratings Prompt
Feedback
Surveys
Message Center
Feel the love.
Ensure only happy
customers rate your
app in online stores.
Keep it real. Use in-app
messaging instead of
email for valuable
customer input.
How are we doing?
Have a finger on the
pulse of your
community in-app.
Relate and delight.
Create a conversational
experience your
customers will love.

10. Now…. What’s the Downside?

11. Tools
See the love.
Track key metrics
for your apps in a
single view.
DASHBOARD
CHANGE MANAGEMENT
TARGETED SURVEYS
CONVERSATIONS

12. Tools
Changes on the fly.
Modify ratings prompts
in real-time, no coding
required.
DASHBOARD
CHANGE MANAGEMENT
TARGETED SURVEYS
CONVERSATIONS

13. Tools
Targeted Surveys.
Manage targeted
surveys and export
responses from our
custom dashboard.
DASHBOARD
CHANGE MANAGEMENT
TARGETED SURVEYS
CONVERSATIONS

14. Tools
Managed Responses.
Get feedback with full
context and import to
your CRM system.
DASHBOARD
CHANGE MANAGEMENT
TARGETED SURVEYS
CONVERSATIONS

15. 20 MILLION
AN IAC
CUSTOMER BASE
COMPANY

24. What happens when you listen to your customers?

25. Graduate from Anecdotes to Trends & Patterns

26. Community vs. Hierarchy

27. Focused… but?

28. Where is Learning & Empathy?

29. Out of Touch = Frustrated & Burnt Out

30. Hearing from Customers Rules

32. A Real-World Example

33. Big Brands need help…

35. Minimize Behavior Change
Customer Support / Helpdesk
Tools
New Listening Capabilities

36. Mobile Should Feed Your BI

37. Mobile Will Eventually Feed Your Other Systems

38. Other Internal considerations
• Engineering empowerment:
– Give them full ownership over the code that
goes in the apps
– Involving engineering more deeply in the
process allows them to drive innovation as
opposed to being told about changes

39. Build vs. Buy: Focus on your product

40. Visit Urbanspoon: Love is Now a KPI

41. Results: More Satisfied Customers
Our most engaged apps saw an average increase in
ratings by 1.4 stars and a 265% increase in reviews.
The average survey response rate is almost 50%!

42. Some simple tips
●
Say thank you. Appreciate the time they invested.
●
Apologize.
●
Try to solve the issue. Communicate that you care
to solve it.
●
Follow-up.
●
Empower / reward those who become evangelists.

43. Conclusions
●
Have respect and empathy for the customer and
they’ll respect you back
●
Acting upon the customer’s feedback is powerful
and necessary
●
The Goal: Earn and Cultivate Customer Love
●
Seriously.

44. @apptentive
robi@apptentive.com