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@apptentive 
www.apptentive.com 
Robi Ganguly 
@rganguly
Buying Software Used to Be So Hard
Making Software Sucked & Had Physical Costs
Shipping Software Was Ridiculous
Getting People to USE the Software: Complicated
Along Came Shareware
It Was Like An “Open” App Store 
• Started in 1982 
• Tiny business - “Cottage Industry”- until 
distribution was solved… ...
The Beginning of Free To Play… (F2P)
A “New” Delivery Model for Enterprise Software 
Software 
As 
A 
Service
The Common Theme: Reduce Friction
Friction Is No Longer the Problem~ 
125 BILLION 
OR, 
17 DOWNLOADS FOR EVERY HUMAN ON 
EARTH
The Real Problem
The Math of the App Business
Big Word #1 
ENGAGEMENT
RETENTION 
Big Word #2
Retention Is Really Evidence Of…
Retention is Likely Evidence Of:
So, What Should We Be Measuring? 
● How many people use your app every month? 
● Of those, how many use it every day? 
● O...
Real Engagement: What Do Your Customers Want? 
How many customers 
stop using your app 
without telling you why? 
90% 
of ...
Where Do Your Customers Go For Help? 
App Store? 
Website? E-mail?
The Consumer Connection Expectation 
Customer 
Support 
Surveys 
App Store <1% 
Reviews 
Focus 
Groups 
Social 
Media
So, How Can We Improve This?
Engaging With Customers In-App Is Massive 
Surveys 
Get Answers. 
Find out why your 
customers feel the 
way they do 
Mess...
Some Core Questions for Engagement 
● Find out why people use your apps. 
● Figure out what’s “special” about you. 
● What...
Every App Has Unique Moments 
After 3 Searches 
After Connecting
Two Simple Concepts To Define Moments 
● When Are People Successful? 
Moments of Success 
● When Have People Completed Tas...
Vocal Fans 
Most Engaged 
Loyal & Profitable 
How You Use Those Moments Is Key 
The “Silent” Majority 
Vocal Critic 
Repre...
Typical Retention Analysis By Category 
50% 
40% 
30% 
20% 
10% 
0% 
1 6 11 16 21 26 31 36 41 46 51 
% Active 
Weeks Since...
What Tends to Happen When Communicating 
50% 
40% 
30% 
20% 
10% 
0% 
1 6 11 16 21 26 31 36 41 46 51 
% Active 
Weeks Sinc...
Some Guiding Principles 
● Make it easy to listen 
● Give yourself the ability to respond 
● Design for feedback & communi...
Resources to reference 
• Guide to Measuring LTV & Increasing It 
• The Math of the App Business 
• Cutting Costs With Ret...
Customer Engagement & Retention: MoDev 2014
Customer Engagement & Retention: MoDev 2014
Customer Engagement & Retention: MoDev 2014
Customer Engagement & Retention: MoDev 2014
Customer Engagement & Retention: MoDev 2014
Customer Engagement & Retention: MoDev 2014
Customer Engagement & Retention: MoDev 2014
Customer Engagement & Retention: MoDev 2014
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Customer Engagement & Retention: MoDev 2014

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A presentation from the MoDev 2014 conference on Customer Engagement and Retention

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Customer Engagement & Retention: MoDev 2014

  1. 1. @apptentive www.apptentive.com Robi Ganguly @rganguly
  2. 2. Buying Software Used to Be So Hard
  3. 3. Making Software Sucked & Had Physical Costs
  4. 4. Shipping Software Was Ridiculous
  5. 5. Getting People to USE the Software: Complicated
  6. 6. Along Came Shareware
  7. 7. It Was Like An “Open” App Store • Started in 1982 • Tiny business - “Cottage Industry”- until distribution was solved… • By the Internet
  8. 8. The Beginning of Free To Play… (F2P)
  9. 9. A “New” Delivery Model for Enterprise Software Software As A Service
  10. 10. The Common Theme: Reduce Friction
  11. 11. Friction Is No Longer the Problem~ 125 BILLION OR, 17 DOWNLOADS FOR EVERY HUMAN ON EARTH
  12. 12. The Real Problem
  13. 13. The Math of the App Business
  14. 14. Big Word #1 ENGAGEMENT
  15. 15. RETENTION Big Word #2
  16. 16. Retention Is Really Evidence Of…
  17. 17. Retention is Likely Evidence Of:
  18. 18. So, What Should We Be Measuring? ● How many people use your app every month? ● Of those, how many use it every day? ● Of the people who downloaded your app, how many still use it 30, 60, 90 days out? ● What is your Avg Revenue Per Customer? Over what time? ● What is your expected Lifetime Value?
  19. 19. Real Engagement: What Do Your Customers Want? How many customers stop using your app without telling you why? 90% of the people who download your app are gone within 6 months. .1% of your Monthly Active Users will end up Rating your app.
  20. 20. Where Do Your Customers Go For Help? App Store? Website? E-mail?
  21. 21. The Consumer Connection Expectation Customer Support Surveys App Store <1% Reviews Focus Groups Social Media
  22. 22. So, How Can We Improve This?
  23. 23. Engaging With Customers In-App Is Massive Surveys Get Answers. Find out why your customers feel the way they do Message Center Two Way Conversations. Gather feedback, solve problems and develop meaningful relationships Ratings Prompt Feel the Love. Get people who love your app to rate it in the app store Feedback Delivered To You. Negative feedback delivered to you instead of the app store More Personal Faster Response Times Re-Engagement Mechanism 20% response rate vs. 10% online Longer Responses More Data Keeps Customer in app 11x more reviews +1.5 more stars
  24. 24. Some Core Questions for Engagement ● Find out why people use your apps. ● Figure out what’s “special” about you. ● What were people looking for when they found you? ● What are people looking to accomplish in their lives because of you? Is it a regular habit? ● What can you share / inform customers about to bring them back?
  25. 25. Every App Has Unique Moments After 3 Searches After Connecting
  26. 26. Two Simple Concepts To Define Moments ● When Are People Successful? Moments of Success ● When Have People Completed Tasks? Moments of Completion
  27. 27. Vocal Fans Most Engaged Loyal & Profitable How You Use Those Moments Is Key The “Silent” Majority Vocal Critic Represents Churn Big Revenue Leak
  28. 28. Typical Retention Analysis By Category 50% 40% 30% 20% 10% 0% 1 6 11 16 21 26 31 36 41 46 51 % Active Weeks Since First Seen Music Music & Audio
  29. 29. What Tends to Happen When Communicating 50% 40% 30% 20% 10% 0% 1 6 11 16 21 26 31 36 41 46 51 % Active Weeks Since First Seen Music Music & Audio Boost in Downloads & Conversions Frustrated Consumers Hear Back Product Iterations Begin to Really Take Effect
  30. 30. Some Guiding Principles ● Make it easy to listen ● Give yourself the ability to respond ● Design for feedback & communication ● Emphasize Relationships ● Earn and Cultivate Love ● Seriously.
  31. 31. Resources to reference • Guide to Measuring LTV & Increasing It • The Math of the App Business • Cutting Costs With Retention Marketing • The Guide To Customer Retention for Mobile Apps

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