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How to use mobile data ethically and effectively to improve customer experience

8th Sep 2015
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Recent studies have stated that mobile devices are becoming an extension of the consumers self, with more people using their mobiles to communicate. Since 2014, more people surf on the internet via their mobile device rather than on their desktop, meaning consumers are becoming more active on their smartphones. Marketers must therefore recognise the shift towards mobile devices, and ensure that their platforms are fully optimised to reflect this in order to enhance the experience their customer receives.

Mobile intelligence is integral to improving customer experience, as it allows accurate data to be collected that can tell brands a lot about their user’s behaviour and location. It’s important to recognise that this data is very personal to the customer, and whilst this makes it extremely valuable, it must be used carefully if it is to enhance customer experience. If data is not used sensitively, businesses run the risk of breaking down relationships, so it’s vital that customers are understood on a granular level in order to achieve the best possible customer experience that meets their personal wishes.

There are a number of ways to be sensitive with data that benefits the customer, and gives guidance in order to create an individualised customer experience. Apps are a great place to start; mobile users who opt-in to push notifications and other messages are essentially welcoming companies to communicate with them on a personal level. 

Brands must recognise the market, however, which is extremely competitive (there are more than two million apps available to download), and 70% of the people who download an app either delete or stop using it within 30 days. The focus therefore should be on building a loyal user base, and increasing engagement in order to ensure marketing budget isn’t being wasted. A lot of marketing budget is spent on user acquisition, but if 70% stop using apps within a month, the focus should be on engaging app users and collecting data that optimises mobile platforms.

There are some relatively simple steps to take for app retention, which, if followed, are extremely valuable when collecting data to improve customer experience:

1. Gather the data

By using mobile intelligence, brands are able to develop profiles of key user segments. This will define how customers use the app, which will offer insight into what works well for them on a personal level.

2. Map messages to the user lifecycle

Identify the key stages that a user goes through from downloading to the ongoing use of the app. The lifecycle varies per industry. Think of the following steps as an example: download – register – playing/using – make a purchase – ongoing use.   

3. Activate new users and re-engage dormant users

Brands can activate, engage current active customers and re-engage with the users who stopped using their app. As a rule of thumb for new users, send out messages after 3, 7 and 10 days since their last activation. Give them a bonus to get them triggered.

Brands need to have a different approach for re-engaging with dormant users. Send messages after approximately 14 and 30 days with a shift in tone inviting users to re-visit the app or offer them the opportunity to leave feedback.  

4. Automate messaging

Automating push messages is actually the same as automating email campaigns. Set-up pre-defined rules and triggers. Make sure the amount of effort required is minimised and the goal is kept in mind (increase engagement and retention).   

Once these steps are in place, brands are able to test and analyse their campaigns - this will allow them to optimise performance, which is vital for every marketing channel. Once they’ve tested the response of their users, findings can be adjusted to get the best app engagement and retention possible. If customer are engaged and regularly use the app, it’s a sign that the customer’s experience is positive, which will enhance brand’s perception and influence sales.

Jon Williams is country manager UK & Ireland, at Teradata Marketing Applications.

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