How to manage the reputation of the whole company using a mobile application?
The emergence of your own mobile application - expanding the boundaries of your brand. But not everyone understands how the reputation of mobile applications affects the reputation management of the brand as a whole ...
Today, consumers expect that the quality of service will be at the highest level, regardless of the company's sales channel (in the store, online, in the mobile application, etc.). Brands want the same thing. In the end, they invest too much time and energy in promoting one sales channel, without paying attention to the others, which is detrimental to the entire brand.
Our article today is about how to manage your brand’s reputation through mobile applications with the greatest benefit.
Mobile application as a necessity
Mobile applications are an extension of your capabilities, but too often they are forgotten during the preparation of the marketing strategy of companies.
A recent study by Sitecor and Vanson Born found that 97% of marketers believe that entering a company into the mobile market has a positive effect on consumer loyalty. 41% of companies have no mobile marketing strategy, although they should have taken action in this direction.
When consumers are highly interested in your company, you should not miss the opportunity to expand their capabilities by creating a mobile application. If you still do not use mobile as a means of managing the reputation of your company, then your strategy has a huge black hole.
Content applications are also an integral part of promoting a company. The wrong step - and the ASO content can play a very dramatic role in the history of the brand, especially if no one is doing it all the time. Consumers use Google Play and the App Store to leave feedback or share their thoughts on the brand. As the survey showed, 73% of consumers are likely to leave feedback after a negative experience using the application.
If your application will have a huge number of negative reviews, then the reputation and speed of development of your company will suffer greatly from this. At the same time, the survey showed that 77% of users read at least one review before downloading the free, and 80% before downloading the paid application.
Of course, you should not focus only on reviews from the Google Play and App Store, but do not diminish their role. It is up to you to decide whether you want to get excellent feedback from the customer interested in the brand, or whether you would prefer not to give the customer such an opportunity. Thus, creating a mobile application, you open to the client more opportunities to leave feedback about the company quickly and almost without any efforts.
Four app reputation management tips
If you do not pay enough attention to the application, then for the consumer this is a red light for the entire brand. The user will consider that customer service throughout the company, across all channels, to put it mildly, is “not up to standard”. Here are some tips to help you use the mobile app as a tool to manage your company’s reputation:
1. Consult a customer before improving the application.
Why ask a client before starting an update? And how else can you find out if your application has found a review from a client, is it convenient for him to use the application, do you like the content, etc. Moreover, it will show your customer loyalty, show that you care.
The questionnaire will provide you with some degree of insurance against many negative situations. By conducting a dialogue directly with your customers, you will improve not only your application, but also the reputation management of the brand as a whole.
When customers have a voice, they will be happy to provide feedback directly to the company. According to the survey, most users are more likely to leave positive feedback about you if they feel direct participation in the life of the company, they feel that everything is being done for them.
However, if you do not provide customers with the opportunity to express their opinion, they have only two options: leave a review about the company somewhere in the back of public otzoviks, or generally keep silent. Both that, and that will be very destructive for your company.
2. Encourage ratings and reviews from the right audience.
In other words, segment your audience. You cannot stop people from leaving negative reviews, but you can exercise some control over how many negative reviews get to the public forum. Using segmentation, you can group your audience and receive negative feedback directly, while positive reviews will be left in the open space of Google Play and the App Store.
For customer segmentation to be successful, here are three important nuances:
Decide on a goal. Do you want to upgrade your ratings and reviews? Do you want to receive feedback from customers who, for whatever reason, have unsubscribed from you in order to understand how to make your cooperation more fruitful? Do you want to know what attracts your regular customers? As soon as you determine your goals, you will immediately determine your target audience.
Put everything on the shelves. You can group consumers based on the technical requirements of devices (device data); according to the version of your application that they use; by activity within your application or any other information that is decisive for your business (user data - about people and devices).
Finally, evaluate your results. Have you really chosen the right tactics, and will achieve the desired results with the help of such a distribution? Otherwise, work to understand how you can optimize your work so that by all means achieve the desired result.
3. Listen to your customers and do what you hear.
Customers want to be heard. If you do not want to listen to their opinion in advance, what's the point then in feedback?
In addition, the desire to hear your consumer will establish a relationship with him. If people know that their words have been heard, then most of them will become regular and loyal customers of the company. It is important for people to be heard and involved:
Rate user opinion
Customer feedback is now more accessible than ever thanks to a smartphone. From the quick update of applications to the correction of a conflict situation with a client who has gained negative experience. A quick response to a customer can have a direct impact on your company's reputation.
However, understanding consumer feedback and prioritizing the next steps should be far-sighted.
Before you begin, look at the current direction of your product. Explore the main topics of customer appeals. Pay attention to the "sore" in the reviews, and correctly prioritize.
Even if you do not immediately implement global plans, keep in touch with customers and they will be able to wait for conversions for as long as necessary. The main thing is that they see that you hear them and appreciate their opinion and advice that they are needed and participate in the history of the company. Create, for example, an email newsletter with the dynamics of the results and the path covered, this will significantly strengthen your relationship with the consumer, but do not overdo it! A lot of good is also not always good 😉
4. Ask for feedback at the right time.
Timing is very important. The whole point of collecting feedback is to understand how to make customer service better. Thus, interrupting the client while he is just trying to figure out your application is pointless and paradoxical.
Even though the mobile is everywhere, it still remains not personified.
Agree, it will be strange if you were interrupted while working with the application with a message that, instead of serving its immediate purpose - to collect feedback, comes off, and interferes with your entire presence. You probably would have rejected this message immediately instead of reading its contents. It will be unproductive for you, and for the client, and for your relationship.
It is very important to choose the right moment so as not to “mess up” the feedback.
To find out which moment is right, carefully study your application. For example, for an online store application, you can send a request for feedback after making a purchase / order. And in gaming applications, the moment may be appropriate when a player has had a number of victories and a level increase.
All this is purely individual, and depends on the industry and the goals of the application and the company. Explore the app and trust your instinct so that the moment is truly right for you.
Only look forward
Forming a positive image of a company is a complex, laborious task. But it becomes much easier if you correctly think through the strategy and choose the right tools.
Mobile applications are a great way to keep abreast of your client base and company, and get quick feedback.
Remember, applications are an extension of your company’s capabilities, and ASO content on Google play or the App Store directly affects your company's reputation, no matter what you do. Don't downplay the impact of ratings and reviews; super-brand or a little-known company - quality and participation are important for the consumer, it is important to be heard.
We hope our tips have been helpful to you. And may the impeccable reputation come with you!)