Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Consumers delete brands' apps after one use

The research surveyed the opinions of 1,612 UK smartphone users to understand their feelings toward current branded apps, showing that marketers are missing a step in terms of engaging with their customers over mobile.

Importantly for marketers, the research demonstrates consumers are already growing weary of an app-based approach to mobile and are looking for greater innovation in personalisation, relevance and utility:

• 71% believe branded apps do not engage and merely market and push content
• 54% avoid big brand apps, as they see them as just a one way marketing tool
• Almost half (47%) delete all branded apps after just one use due to poor engagement, while the vast majority (84%) delete at least some
• 62% think apps have reached market saturation and something new is needed
• Almost half (44%) believe touch input is on its way out, to be replaced by more intuitive interactions, such as voice, motion or other innovation.

"The research shows that marketers are really struggling to keep up with the speed of innovation and consumer adoption of new tech Across the board, and especially in mobile, forward thinking marketers have an opportunity to differentiate and thus improve their brand's ability to retain, engage, and monetise customers," said said Nader Alaghband, CEO for Ampersand Mobile.

The survey also looked into why people download and keep some apps over others. It found that 53% of respondents downloaded apps they considered to be useful (such as train travel apps), and a further 51% downloaded informative apps (such as the BBC); these figures remained constant across the ages. Interestingly though, there were wide variations in terms of users that downloaded apps that provided entertainment, heath data or discounts depending on their age:

• 61% of 16-24 year olds download entertaining entertainment apps, compared to 20% of those aged 55-64
• 35% of 16-24 year olds download health apps, compared to 16% of ages 55-64
• 28% of 16-24 year old and 32% of 25-34 year olds download apps for special offers, compared to 21% 55-64 year olds (21%)

"The relationship between brands and consumers has completely transformed over recent years," Alaghband added. "Technology empowers Millenials, and the mobile generation more generally, with a vast choice of - and immediate access to - brands' products and services. Loyalty is increasingly playing second fiddle to quality and experience. Yet the results show that there are a number of ways that brands and businesses can engage this generation. Thinking about mobile from a consumer's perspective, understanding their expectations about value exchange and focusing on best in class experience isn't all that complicated - and will enable marketers to build deep and lasting relationships with an important."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)