A presentation from the MoDev 2014 conference on Customer Engagement and Retention

1. @apptentive
www.apptentive.com
Robi Ganguly
@rganguly

2. Buying Software Used to Be So Hard

3. Making Software Sucked & Had Physical Costs

4. Shipping Software Was Ridiculous

5. Getting People to USE the Software: Complicated

6. Along Came Shareware

7. It Was Like An “Open” App Store
• Started in 1982
• Tiny business - “Cottage Industry”- until
distribution was solved…
• By the Internet

8. The Beginning of Free To Play… (F2P)

9. A “New” Delivery Model for Enterprise Software
Software
As
A
Service

10. The Common Theme: Reduce Friction

11. Friction Is No Longer the Problem~
125 BILLION
OR,
17 DOWNLOADS FOR EVERY HUMAN ON
EARTH

12. The Real Problem

13. The Math of the App Business

14. Big Word #1
ENGAGEMENT

20. RETENTION
Big Word #2

24. Retention Is Really Evidence Of…

25. Retention is Likely Evidence Of:

26. So, What Should We Be Measuring?
● How many people use your app every month?
● Of those, how many use it every day?
● Of the people who downloaded your app, how
many still use it 30, 60, 90 days out?
● What is your Avg Revenue Per Customer? Over
what time?
● What is your expected Lifetime Value?

27. Real Engagement: What Do Your Customers Want?
How many customers
stop using your app
without telling you why?
90%
of the people who
download your app are
gone within 6 months.
.1%
of your Monthly
Active Users will
end up Rating your
app.

28. Where Do Your Customers Go For Help?
App Store?
Website? E-mail?

29. The Consumer Connection Expectation
Customer
Support
Surveys
App Store <1%
Reviews
Focus
Groups
Social
Media

30. So, How Can We Improve This?

31. Engaging With Customers In-App Is Massive
Surveys
Get Answers.
Find out why your
customers feel the
way they do
Message Center
Two Way
Conversations.
Gather feedback,
solve problems and
develop meaningful
relationships
Ratings Prompt
Feel the Love.
Get people who
love your app to
rate it in the app
store
Feedback
Delivered To You.
Negative feedback
delivered to you
instead of the app
store
More Personal
Faster Response
Times
Re-Engagement
Mechanism
20%
response rate
vs. 10% online
Longer
Responses
More Data
Keeps Customer
in app
11x
more reviews
+1.5
more stars

32. Some Core Questions for Engagement
● Find out why people use your apps.
● Figure out what’s “special” about you.
● What were people looking for when they found
you?
● What are people looking to accomplish in their
lives because of you? Is it a regular habit?
● What can you share / inform customers about to
bring them back?

33. Every App Has Unique Moments
After 3 Searches
After Connecting

34. Two Simple Concepts To Define Moments
● When Are People Successful?
Moments of Success
● When Have People Completed Tasks?
Moments of Completion

35. Vocal Fans
Most Engaged
Loyal & Profitable
How You Use Those Moments Is Key
The “Silent” Majority
Vocal Critic
Represents Churn
Big Revenue Leak

36. Typical Retention Analysis By Category
50%
40%
30%
20%
10%
0%
1 6 11 16 21 26 31 36 41 46 51
% Active
Weeks Since First Seen
Music Music & Audio

37. What Tends to Happen When Communicating
50%
40%
30%
20%
10%
0%
1 6 11 16 21 26 31 36 41 46 51
% Active
Weeks Since First Seen
Music Music & Audio
Boost in Downloads &
Conversions
Frustrated
Consumers
Hear Back
Product
Iterations Begin
to Really Take
Effect

38. Some Guiding Principles
● Make it easy to listen
● Give yourself the ability to respond
● Design for feedback & communication
● Emphasize Relationships
● Earn and Cultivate Love
● Seriously.

39. Resources to reference
• Guide to Measuring LTV & Increasing It
• The Math of the App Business
• Cutting Costs With Retention Marketing
• The Guide To Customer Retention for
Mobile Apps