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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Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.