What a week we had out at #iheartSDC! Our last day didn’t disappoint with an enlightened session by Marv Storey called Don’t Lose App Revenue Over Poor Customer Experience – we couldn’t agree more!
We learned that 75% of users desire help on their smart phones (Synthetix). Additionally, 72% of app users actually expect the company to support the app (Nuance). Marv pointed out that customers are willing to pay up to 2x when they know it will lead to a quality product and are much less likely to be dissatisfied with the price when there are no issues. Encountering just 2 problems can bring price dissatisfaction up to 50% (John A Goodman, ‘customer experience 3.0’ amacom 2014).
Having a real-time support strategy in place could go a long way to ensure customer success & satisfaction, especially since support in apps is typically satisfied with phone support, email support, external forums, and internet searches.
According to Marv, studies show that 53% of app users prefer phone support over the others for issues they encounter. These days, app developers tend towards email support because it is easy for them. However, app users are almost always dissatisfied with this because it is impersonal and there is no guarantee of a timely resolution. Phone calls are much preferred because of the empathy they generate and the customer feels like they can get real time resolution.
This was interesting to me because RevTwo falls right in the sweet spot between these two types of support. We marry the human touch that people love from phone calls with the ease of use of email, all while keeping your users within your app. It is also extremely easy for developers to integrate.
I found Marv’s presentation to be incredibly insightful, what do you think?