Apptentive Releases 2017 Edition of the Mobile Customer Engagement Benchmark Report

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The Benchmarks Provide Metrics for Companies to Measure Their Mobile Apps’ Performance in Surveys, Ratings and Reviews, Net Promoter Score, and More

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“Brands who focus on the customer experience understand the importance of connecting with customers—and mobile is the nexus,” said Robi Ganguly, Co-founder and CEO of Apptentive.

Apptentive, the Mobile Customer Experience software for the world’s leading brands, today released their Mobile Customer Engagement Benchmark Report: 2017 Edition, which serves as a way for companies to understand how their apps’ engagement stacks up against the entire mobile ecosystem. The report also presents an in-depth look at how the mobile landscape is shifting toward open dialog between consumers and companies; demonstrated by the 650% increase in the adoption of two-way, in-app messaging.

The data in this report proves adoption of proactive, personalized mobile communication strategies are accelerating at a rapid rate. Apptentive’s 2017 benchmark metrics provide brands with a way to measure the success of their ‘pull’ marketing strategies against industry standards. Metrics include in-app survey response rate, distribution of star ratings in the app stores, customer engagement and responsiveness, and more.

Key findings:

  • Brands embraced open dialog with customers, as evidenced by a 56% increase in two-way customer conversations via in-app chat.
  • Interactions with mobile customers increased by 33% from 2016’s benchmark report, with the average company interacting with 12% of their app customers.
  • An average of 63% of mobile customers respond to brands’ communication outreach.
  • On average, mobile survey response rates are 13%—a significant improvement from the industry standard of one to three percent.

“Brands who focus on the customer experience understand the importance of connecting with customers—and mobile is the nexus,” said Robi Ganguly, Co-founder and CEO of Apptentive. “Proactively talking to more customers on mobile has a snowball effect: you build relationships with customers, gather insight that informs your product roadmap, and get feedback that accelerates improvement, thus creating a more customer-centric experience across channels. These benchmarks will help you identify where your mobile experience needs help and where you excel.”

The most comprehensive report of its kind, over 5,000 unique apps of Apptentive’s customers were analyzed from April 2016 to March 2017. Apps in all categories from both Android and iOS were included in the study. The data was captured by interactions deployed using Apptentive’s software, which has powered over 250 million customer conversations across a billion devices for Fortune 500 brands.

The full report is available for free download here.

About Apptentive
Apptentive’s Mobile Customer Experience software empowers companies to build brands customers love by understanding their behavior and expectations. The product gives brands the opportunity to listen to, engage with, and retain their customers through intelligently timed surveys, messages, and prompts. Integrated into thousands of mobile apps, Apptentive helps companies proactively engage customer segments, track customer sentiment, boost app ratings, drive downloads, and earn loyalty. The company powers millions of customer interactions every month for companies including Buffalo Wild Wings, eBay, Intercontinental Hotels Group, Philips, Saks Fifth Avenue, and Viacom.

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Marissa Smith
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