Mobile app users are tired of generic messages from brands. To retain a loyal audience in a sea of growing competitors, nurture the relationships you’ve built with your customers through thoughtful personalization, not cookie-cutter copy. In fact, customers who don’t feel like they’re being treated as unique individuals are less likely to continue interacting with a brand, and 74% of customers feel frustrated when they receive generic messages according to Janrain, a customer identity management platform.
A customer-centric approach is inherently empathic. Do you make your customers feel genuinely valued? Understood? Empowered? Brands that thoughtfully shape the customer experience by treating each user as an individual create meaningful connections, according to the customer experience professionals at TalkDesk.
Brands can take their customer relationships to the next level by embodying characteristics that make most relationships successful. Specifically—being personable by delivering relevancy and relatability, being honest about data collection and usage, and being straightforward to instill trust regarding security.
Be Personable: Listen & Respond To Your Customers With Empathy
If you nail personalizing the customer experience, you are rewarded, on average, by a “10 to 30 % revenue uplift and higher customer acquisition rates and engagement," according to Braze Magazine. Brands make sincere connections by being intentional with the tone of their language, the products they suggest, and how the flow of communication unfolds.
Companies that garner attention, among the frequent daily pings that mobile users are inundated with, succeed by using a combination of communications finesse and customer data. Due to an increasingly mobile world, it’s now possible for brands to better understand their customers and their behaviors through location, or where their users go. Leveraging this data to understand and personalize your messaging leads to increases in engagement and revenue. Eighty three percent of consumers want brands that treat them as individuals and say personalization plays a role in their purchase decisions, according to Infosys.
For example, millennials without cars don't want offers from a trendy lunch spot in a city 50 miles away, or recommendations for a steakhouse if they’re a vegetarian. Neither are personalized for the target audience, by their location or behavior, leading consumers to question why they're spending time on a brand that doesn't “get them." Make sure you know your users and speak to them as individuals—that’s the basis of any good relationship.
Be Honest: Data Transparency is Critical
As companies begin to put a greater focus on what they say to their customers, they also need to consider how they say it. Mobile users want clear, simple communication. They know that when they sign-up for an app or online service, the information they share improves their experience, but they may not know how or to what extent.
Users may also question where that data goes and how it’s driving user utility. As the General Data Protection Regulation (GDPR) in the European Union gains momentum, and Facebook users question their privacy after multiple data breaches, consumers are demanding transparency into how the offers they receive match their location, age range, and personal preferences.
But even with increasing concerns about data sharing, 75 percent of consumers are happy to share personal information with brands they trust, according to Columbia Business School Research. Businesses can build that trust by telling users upfront which parts of the app their information will fuel.
Does filling out a quick survey ensure customized meal plans that meet specific dietary needs? Most consumers wouldn't skip this step because it makes the user experience more enjoyable and relevant.
Be Straightforward: Uncomplicate Security
Finally, users want to know that their information is safe and secure behind the screen. Creating a simple-to-read privacy statement that outlines the security process in place—in layman's terms—helps customers feel reassured that a business is taking their privacy seriously, leading to feelings of appreciation and value. For examples on privacy statements, the Better Business Bureau has resources that brands can use. As you work with your legal team, make sure you build a policy that is clear and transparent.
What’s more, customers don't mind inputting authentication codes, approving the use of encryption, changing passwords regularly, and check-marking a list of permissions as long as it keeps their data safe. Giving them options for varying levels of data sharing and how it relates to their privacy are also appreciated. Being mindful of how a user wants to interact with their security is what will make sure your relationship with them lasts beyond the honeymoon phase.
Be Serious: Aim for Long-term, Not Fleeting, Relationships
Mobile app users have a plethora of entertainment choices, so it’s important to keep them engaged with your app. To make your brand stand out and stick, nurture the relationships with your customers by offering personalized, relevant messaging that addresses the users' individual interests, behaviors, and needs—in addition to communicating your company's stance on user safety and privacy. At the end of the day, your relationship with your customers is the most important part of your business and following these three guidelines will make sure it will last a long time.
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