App Feedback - The Hero of Customer Appreciation

You’re not learning if you’re not failing, and being proactive about capturing feedback will go a long way with finding out what people think about your product. Here are some useful tricks that I’ve used which will help you capture and automate the process, and reduce those 1-star reviews and rants on social media pages.


 
Mobile App Feedback - The Hero of Customer Appreciation
 

You've just launched your app, and you're super excited!

For the last few months, you've created a hype train, and today's the day it'll work its magic.

Up until that first Facebook comment comes through: “the app is broken”. Or the first 1-star review: “this app is useless! I want a refund!!!!!”.

And you’re wondering to yourself: “why is my fancy 5 drop-down, 10 option, contact box is being ignored?”

Will your customers have the patience to go out of their way and look for a form that’s somewhere tucked away? In most cases, probably not. It’s much easier to hit the home button, open Facebook/the App Store, and type a long message with bad grammar and no commas.

 
Angry Mobile App Reviews
 

How can you make life easier?

Add an easy way to send feedback, from inside the app!

Allowing people to quickly get their message across lets you respond much sooner, so you can get to the bottom of the problem.

But there’s an even bigger win.

It allows you to start a conversation and create a relationship with them.

People will pick up on this, and if you're able to help them out directly you'll leave them feeling appreciative, and they'll likely spread the good word about your fine work.

Faster troubleshooting

Receiving messages through Facebook, Twitter, or through an App Store review, will likely mean you'll end up replying with; "please give me more information", or "call/email us and we'll help you sort your problem out".

Having more information upfront when people reach out, allows you to immediately assess the issue before asking them a question.

Regardless if it's a technical issue or not, you'll also know whether they’re a new or long-time customer, so you can personalise the discussion, and figure out the correct questions to ask, and estimate their level of patience.

You save yourself from becoming your own employee

Imagine if you had over 3,000 people using your app every day and 1% of those people occasionally kept asking you questions over social media platforms during the week.

That’s at least 15 hours of your week wearing the Social Media Manager hat, when you probably have bigger fish to fry. But at the same time, you don't want to be seen as somebody who doesn't care about their community.

If you work towards reducing the amount of inbound messages and improving the quality of what comes through, you’ll spend less time writing “nice looking” responses and taking fewer phone calls.

There’s no silver bullet to end the 1-star rating rants

But you're improving odds they'll disclose their issues privately, rather than publicly.

When shit hits the fan you're going to thank yourself for receiving those 1 star reviews in your inbox instead of on the App Store.

There might be a bug that doesn't show up in the revenue stats, or a usability problem that won't appear in crash reports. They could even be suggestions on how you could improve your app! (the best kind of feedback)

"How can I do this, and what info should I add to the feedback?"

Step 1. Create a Feedback screen in your app

Make sure it’s only a single tap away from a frequently accessed screen, such as a screen present on the bottom navigation bar or navigation drawer. You don’t want to fall into the website contact form rabbit hole for a second time.

 
Mobile App Feedback Screen
 

Step 2. Gather the information that’ll help you look into the problem

Structure this info behind the scenes, before it’s sent with the feedback. You're aiming to get the most important information up front, so you don’t need to engage in dialogue at this stage.

These can include;

  • the customer's first name, and some sort of ID recognises them (e.g. email/user ID) - so you can reply to them

  • information about the device they're using, like what smartphone or tablet (e.g. iPhone Xs Max), and which operating system is installed (e.g. iOS 12.4) - so you can test with that device

  • information about the app installed, such as the version (e.g. v1.5.2) - so you know if they've installed the latest update to your app

  • other metadata related to their account (e.g. how many times they've used a key feature in the app) - so you get an idea of how often they've used the app, to add some context when you’re sent feedback

NOTE: Don't attach sensitive information (like date of birth, or age, payment info)

 
Mobile App Feedback Information
 

Step 3. Send the feedback to a service that allows you to manage it in one place

You can be super creative about how you organise your feedback;

  • You can have the feedback sent directly to you as an email - Free

  • You can use an auto-responder that will automatically send a reply back moments later, acknowledging you’ve received their message - Free

  • You can convert feedback messages as support tickets inside a help desk system, such as Zendesk to easily track progress. (and then be notified in Slack straight away!) - $5 USD/month

  • A couple weeks in, you can figure out the most commonly asked questions and create a small Wiki/FAQ of solved problems (like Notion have), and then include a public website link to access it. - Free.

You could even consider adding a button to the Feedback screen that people can tap on to read the Wiki before they submit feedback.

If you’re being asked a lot of general questions, you'll be surprised how much time this button will save you in the long run.

Enjoy that sweet, sweet feedback!

Give yourself a big pat on the back for making an effort to set up an automated system that’ll reduce the number of general questions and negative comments you’ll receive over time.

You’ve also taken a big step toward improving engagement with your community by positioning yourself to create stronger relationships with people that reach out.

Have you created a low maintenance feedback process, or included something similar in your app?

Leave me a comment below, I'd love to hear about it! 😀