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@rganguly | #DSSEA
How to Use Mobile to Build a Brand Customers
LoveRobi Ganguly
@rganguly
@rganguly | #DSSEA
What isCustomer Love?
@rganguly | #DSSEA
Love is an Action
@rganguly | #DSSEA
Why DoesCustomer Love Matter?
@rganguly | #DSSEA
@rganguly | #DSSEA
You May Never Know Customers are Unhappy
of unhappy people never
complain
will leave and never come back
96% 91%
@rganguly | #DSSEA
The Retention Problem
@rganguly | #DSSEA
Loyalty Drives Business Results
“Brands that are assessed as better meeting expectations consumers hold have greater market share and are always more profitable than the competition. Always.”
-Robert Passsikof, Author of Predicting Market Success
@rganguly | #DSSEA
How Do You Earn Customer Love?
Listen
ValidateObserve
Engage
@rganguly | #DSSEA
@rganguly | #DSSEA
Mobile =New Opportunities
@rganguly | #DSSEA
What’s Different About Mobile?
Always with you
Inherently a communication deviceCan be personalized more than any other channel
@rganguly | #DSSEA
Mobile =New Expectations
@rganguly | #DSSEA
To Build Trust and Loyalty, Expectations are HighBefore Now
1-800-FRUSTRATION Social media
@rganguly | #DSSEA
Mobile =The Key to L.O.V.E
@rganguly | #DSSEA
2000 2005 2007 2010 20150%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile’s Best Kept Secret
Push Notification Opt-In Rates
Apptentive Response Rates
Phone Survey Response Rates
Email Response Rates(Click to Open Rates)
Online Survey Response Rates
@rganguly | #DSSEA
The Power of Customer Feedback
Hear from 6
customers
Focus Groups
Make datadriven decisions
Test &iteratequickly
10 customers
@rganguly | #DSSEA
Use Mobile as a Built-In Focus Group
Close the loop
Hire a firm
Recruit 50
people
Gather feedbac
k
Identify the right
audience
Gauge their
interest
Infer and invest
Survey at the right
time
@rganguly | #DSSEA
Test and Iterate Quickly
Release
Feedback
Iterate
6 MonthsRelease
Release
Release
Feedback
FeedbackIterate
Iterate
Feedback
Iterate
Release
3 Months
Feedback
FeedbackIterate
ReleaseRelease
Release
Iterate
@rganguly | #DSSEA
Analytics
WHAT is happening
Feedback
The WHY behind the WHAT
=
=
@rganguly | #DSSEA
Make Data-Driven Decisions
Why data
@rganguly | #DSSEA
Provide thoughtful, focused questions and
answers
Ask at the right time and right place
Follow up with customers
Best Practices for Gathering Customer Feedback
1
2
3
@rganguly | #DSSEA
of customers will become more loyal if they know their feedback has been implemented.
Let Customers Know Their Voice is Heard
97%
@rganguly | #DSSEA Robi Ganguly Co-founder and CEO, Apptentive
@rganguly
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