The opportunity to connect with your customers is something not to neglect. Feedback plays an important role in shaping up an app for its betterment. You get to know the pulse of your users with in-app feedback. This is in the form of mobile in-app messaging, wherein you can hear their problems before the app actually making it to the app store, and have a healthy conversation with them to build long-term relationships.
Today, we will have our focus on understanding the importance of in-app messaging in the mobile communication strategy. Let us try to understand the term, the reasons making it so important for building relationships, and the things that make the whole in-app messaging thing play a defining role in customer relationship management.
Defining in-app messaging
Have you ever noticed those notifications popping up whenever inside an app? Termed as “in-app messages”, it allows for a smooth communication channel for taking their feedback, solve user issues, and stay connected with your users.
However, it is important to note here that in-app messages are a lot of different from push notifications. They might look same from a distance, but that is not the case when you comprehend them thoroughly.
Push notifications are messages popping up only when certain actions performed, or you want users to perform. Whereas, in-app messages are fixed within an app, ready to guide users in advance. In-app messages appear only when users are active with the app open. They are intended towards guiding users only when they are active. While push notifications are sent even when users offline, or with the app closed. Henceforth, in-app messages tend to be more customer-centric, resulting in a high level of user engagement.
Necessity of in-app messages
How would a customer be able to communicate if they are having any kind of issues? A communication channel has to be in place for users to share their positive or negative experiences with the app. Most of the times, users have to leave the app disappointed with queries remaining unsolved. This allows users to leave the app and go back to the app store.
Adding an in-app message component let users connect with your app directly anytime. A seamless communication channel, will not only retain them but also reinstate confidence within your app. Without an in-app message option, users leave your app in one of the three different ways:
- Silently without saying anything good or bad about the app
- Loudly by posting negative reviews on app store, deleting or uninstalling your app, and spreading bad ratings through word of mouth.
- Not turning back once they leave the app
Things to consider with in-app messaging
Setting up in-app messages might appear to be challenging. However, you can do so with ease, making the process smoother for both your team, as well as the customers. Let us see how you can enable effective in-app messaging.
#1. Let two-way messaging work both ways efficiently
You would really wish for your users to raise questions when having any issues within the app. If set up correctly, you can meet the expectations of users by getting in touch with them in real time, or within set time limits, fostering a two-way communication with ease.
#2. Be consistent in language during communication
After you have set up an effective two-way communication channel, it is time now to set standards for responding to user queries. Being consistent does not mean you have to reply in real time. If you are having too many conversations at once, it is almost impossible to respond to every single one of them. The best way to deal with this whole situation is to be transparent in setting your expectations, and tell users exactly when you will respond back.
#3. Analyze the right time to approach
Messages can be disturbing if sent to users at wrong times. It is very important to place right messages scheduled for sending at right times. If the message tends to be proactive, the occurrence should take place once customers perform the action, instead of sending messages while still the action is in progress. Take into consideration the customers who will be your viewers. The more laser targeted your message is, the more personalized your message will be.
#4. Have an active communication at all times
It is very important to stay within the communication round the clock. Your customers should feel connected, instead of them having no memories of your app. You don’t need to reply to your users every minute. However, do respond them as quickly as possible, and tell them exactly when the issue will be resolved. Transparent is the key, as the communication channel is highly delicate in nature. Be available to them, if possible 24*7 365 days, as much as possible.
#5. Users should be confident of being heard
The ultimate goal of this whole discussion boils down to this single point. Never let users feel that their problems are going unheard. Always remain available for them. Users take out special time from their daily schedule, just to rate you. Whether they have to say good or bad things about you, do not forget to respond them back positively without fail.
#6. Pull back the customers you have lost
Hearing to your users is probably the best way to pull your lost customers. When you alert the customers about the response, you have provided to their feedback, they will be prompted to use your app again. In fact, they would love to extend sessions of using the app, and complete the incomplete actions before leaving the app for the day.
Wrapping up things
In-app messaging is quite certainly the best tool for leveraging customer relationships, by responding to their queries, solving them, and finally responding them when the issues have been resolved. It acts as a bridge for breaking the ice between the brand and the customers. A two-way dialogue always helps to strengthen personal relationship across all stages.
Happy customers will always be satisfied, leading to long-term app engagement, ultimately building a loyal customer base. However, the timing and placing of in-app messaging is equally important, so that users always remain connected with the app without getting frustrated of getting messages when least preferred.
Image: Woman touching touchscreen of Smartphone