This week I’ve been thinking a lot about customer retention. Notice how I use ‘customer’ and not ‘user’ because whether it’s online, in store or mobile the person or company using your service is a customer, not just a number or £ amount.
Tips For Mobile Retention
We don’t always need to look at the ‘new, new’ to find some great tips for customer retention. In fact older business are usually masters at this…though at times they find it difficult to bring to the digital age.
3 areas I’d focus on
What do I mean by this? How many times have you downloaded an app and not actually opened it? This is a big problem for apps developers and publishers, people download and never use. This also has a negative impact on ASO but that’s a whole post on it’s own.
If you had a store and a customer walked in, it’s unlikely you are going to ignore them. You more likely to say ‘hi’ and ask them how you can help then, right? If that’s not the case you are in trouble…
If you’d do this in person why wouldn’t you do something similar with your app?
What am I getting at?
Push!! PUSH!!! Once your app has installed tell the user, remind them, say ‘Hi’! Call them in to the app to set up or to go through your tutorial. Do anything to remind your new customer that they installed the app and might want to actually use it.
A great example of this is myfitnesspal. However after a number of notifications they give up and admit it in a push message. This makes me sad. Don’t quit guys!!
eMail and CRM
Massively over looked. I cannot stress this enough!
Don’t be scared by the acronym CRM.
It really just means ‘know thi customer’. The more you know about your customer, the better you can talk to them and the less you will annoy them with your communication strategy.
Admittedly a newly conceived app doesn’t always fit a sign up model, for example a simple game. In saying that you need to think about the future. Do you want to build a database of customer that you can cross promote games to in the future? Of course you do, so why not start early! All you need is a name, email address and preference of news letters they want (which is usually down to frequency).
Social is tricky. But if you think of it more as a customer service and information channel you’re probably likely to have success. Also, if you’ve not got enough resource or content to justify running multiple channels then pick the one that your customers are likely to use and which fits your content and customer service approach.
One thing I will say, do not use social as a broadcast channel. It’s sure-fire way to fail at any social activity. Talk to, rather than at is going to give you better results.
There are so many channels and options out there. I think it’s important to focus on a few and be really good at them rather than trying to cover all of them badly. This way you can ensure quality and that your customers are happy and will come back when they need you.
I’d love to hear other peoples experiences with different mixes of channels to help improve the customer experience, maybe you’ve found a better mix. Let us know!!