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BizReport : Mobile Marketing : January 26, 2016

Quarter of mobile app users require in-app support

Is in-app customer support needed? According to extensive research by a team of data scientists, the answer is a resounding 'yes'.

by Helen Leggatt

A team of data scientists from B2C mobile app customer support solutions firm Helpshift spent four months polling 1.3 billion devices and monitoring more than 3,000 apps and revealed that of the 1.3 billion mobile users polled almost a quarter (22%) "actively sought help" using their apps.

Furthermore, of those who actively sought help, just 7% went on to file a support ticket after using a help feature. Users who sought help within a FAQ were also found to be much less likely to file a support ticket than those who merely used the Help section as a way of contacting the company for support.

As technology and consumer behavior evolves, so must customer support. So, if an app can make the customer service experience seamless by providing an in-app solution it can not only assist those looking for help, but motivate others who may be having problems to ask for help rather than abandoning the app altogether.

"Our goal is to bring Customer Relationship Management (CRM) into the post-PC era," said Abinash Tripathy, CEO and co-founder at Helpshift. "This data proves the value of in-app customer support. Just as other technology is evolving, so too is CRM and customer support. We must tailor our support to our customers needs and meet them in their preferred context, so that brands can engage and retain mobile customers."

Image via Shutterstock

Tags: apps, customer service, loyalty, mobile, technology

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