June 22nd, 2017 by Sam Del Rowe

Apptentive, a provider of mobile customer experience software, recently released the 2017 edition of its Mobile Customer Engagement Benchmark Report. The report states that adoption of personalized mobile communication strategies is rapidly accelerating, and presents several findings based on analysis of over 5,000 apps of Apptentive customers.

According to the report, brands are embracing open dialog with customers, as evidenced by a 56 percent increase in two-way customer conversations via in-app chat. Additionally, interactions with mobile customers increased by 33 percent from the 2016 report, and an average of 63 percent of mobile customers respond to brands’ communication outreach. Nevertheless, the average company is interacting with just 12 percent of their app customers, suggesting that significant improvement is needed.

“Brands who focus on the customer experience understand the importance of connecting with customers—and mobile is the nexus,” Robi Ganguly, co-founder and CEO of Apptentive, said in a statement. “Proactively talking to more customers on mobile has a snowball effect: you build relationships with customers, gather insight that informs your product roadmap, and get feedback that accelerates improvement, thus creating a more customer-centric experience across channels. These benchmarks will help you identify where your mobile experience needs help and where you excel.”

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