We recently conducted a survey for Helpshift, a company that assists with in-app customer service and user support for mobile-first brands. Between February 14 to 17, 2022, 1,015 US respondents gave their input on the steps that mobile-first app developers should be taking to improve their products, as well as making note of some aspects that need immediate attention to improve customer relations. Noticeably, while 67% of American consumers use apps on their smartphone multiple times a day, almost half (49%) of respondents said that they feel brands neglect in-app customer support. Only 12% of respondents stated that in-app customer support they’ve received has been excellent, while nearly half said in-app customer support has been fair (39%) or poor (8%). These findings show that these issues should be addressed post-haste, as it poses an immediate risk to consumer retention, as 71% of mobile app users said they would switch to a competing app/product if they have a bad experience or if the mobile app gives them problems. Furthermore, 86% of respondents said they would be more loyal to a brand who delivered good in-app customer support. With these findings in mind its clear that improving in-app customer service options is an area that many companies should seek to improve upon.

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