4 Jun 2018

Improve your Mobile App with Customer Feedback

The process of mobile app development takes so much time, efforts and money. However, even after putting their best in this process, many app developers fail to create a successful app.

4 Jun 2018
The main reason for this failure is the lack of understanding of what the potential users actually want it the app.
To understand what the users expect in your mobile application, you need to collect customer feedback.

Importance of Customer Feedback

It is challenging to know exactly what your customers want in your app. The best way to know this is by listening to them. Only potential users can tell exactly what they want, what could be improved, what is useless and what doesn’t work in your app. If you don’t listen to your customers and make uneducated guesses, you may end up creating a product that is useless for your target customers. It will be a waste of your money, time and efforts.


Customer feedback lets you steer your app roadmap to make meaningful changes without the guessing game. The more customer feedback, the better you can understand your customers’ behavior and expectations from your app. Thus, replacing the guesses with real-time data can make a huge difference to your app’s success.


When you respond to your app users’ feedback, the users feel that their words are taken seriously, and they feel more connected to the app.


In the end, you have to show them you’re listening and attuned to their interests. Be open to making changes and improvements to your app provided by the app users.

Planning Customer Feedback for Your Mobile App

Adding a feedback module to your app is a three-step process –


Designing and developing the UI for feedback entry
The front end is a visible part of your app to the end users. So should be designed compellingly to provide a smooth user experience. For the back-end, pay attention to practicality, data analysis features, and logical operation.


Designing and developing the back-end system to manage feedback data
Since the app only aims to collect feedback, the development cost for front-end development is low. On the other hand, the back-end management system should feature analysis and management capabilities for a large amount of collected feedback, so the development cost is relatively higher.


Process and analyze the collected data to interact with users
After collecting customer feedback, you need to analyze the data to extract valuable information, thereby driving the subsequent development of the app. At the same time, you must quickly respond to user feedback so they can feel that their feedback is valuable.

Different ways to collect feedback

Here are six ways to collect customer feedback from your app users:



Email and general feedback require users to enter a lengthy text, which is not convenient for mobile users. Instead of this, use questionnaires, which lists a series of short and targeted questions with multiple-choice answers.


For this approach, you need to determine in advance the most urgent feedback points crucial for the current stage of the app development. You need to get the most information by asking the least questions while paying attention to the customers’ convenience. So design your questionnaire carefully.



Rich-Content Feedback

Textual feedback can be frustrating to many users. This is where rich-content feedback helps!


Rich-content feedback integrates voice, images, and text and allows users to express their thoughts from any part of the app UI. Rich-content customer feedback drastically increases the likelihood of users taking the initiative to provide feedback.


Are you worried about the operational cost of multimedia or voice feedback? Don’t worry!


You can reduce this operational cost by integrating voice analysis in the app. With this option, your app will convert the voice feedback into textual information using voice recognition technology and send the resulting text to the server for further analysis.



Personalized Email

This is the low-cost method based on a single interaction with a standard design. Most of the times, people who are willing to provide feedback via email provide valuable customers’ insights and even unexpectedly innovative improvements for your app.


This approach is suitable for those with a limited budget and short development time.



Third-Party Feedback Tool

Alternatively, you can use a third-party feedback service of the tool, which provides a variety of app feedback interfaces and powerful features for back-end feedback data management. However, given the difficulty of customizing functionality and style and low data security, you should be careful while choosing this option.

Respond to feedback timely

After adding the feedback module to your mobile application, keep checking back-end feedback management system or your email for first-hand customer feedback.

Whether the customer feedback is negative or positive, users will have spent their time to provide it and will want to know whether it has been received and valued. Thus, instantly reply to user feedback to improve customer satisfaction.


Step 1: Inform users that their feedback has been received and express a sincere appreciation for their time.


Step 2: Timely respond to users based on their feedback content, which can involve answering their questions or clarifying your app improvement plans, etc.


Step 3: Notify users when their suggestions have been adopted. It will let them take pride in their suggestions for being adopted and feel connected to your app.


Make sure you combine any form of feedback you incorporate with the provision of users’ email IDs for later tracking.

After collecting feedback

Incorporating App Feedback

Now you have all this feedback data for your mobile app. Scattered and disorganized feedback may easily get lost. So organize the gathered data into problems and suggestions that need immediate attention. Also, make sure your customers are being heard and taken care of.



Review Mining in App Stores

Every review in app stores can be a great opportunity to improve your app. A 5-star positive review may also include a friendly suggestion for your mobile application. Similarly, a negative review is a clear sign of what needs to be fixed.


To ease the review mining in Google Play, you can sort the reviews by ‘Newest,’ ‘Rating’ and ‘Helpfulness.’ Similarly, in Apple App Store, you can sort customer feedback by ‘Most Favorable,’ ‘Most Critical,’ etc.



Final Words

Take customer feedbacks seriously when developing your app as it is the best way to understand how your app should look and function to be useful and rewarding to your app users.

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