Consumer research company Apptentive released the results of a recent survey they conducted in which respondents expressed a “do or die” attitude towards brands. Apptentive’s study involved 1,200 online participants who completed surveys during December of 2015. Surprisingly, more than half of respondents reported that they abandon a brand and its app if their feedback is seemingly ignored.
Additionally, two-thirds of respondents reported that their in-app questions and complaints never receive a response from the brand. These numbers suggest that mobile consumers are seeking constructive communication with companies, and will not generally tolerate feeling dismissed or ignored.
One last facet of the survey that sheds light on the consumer perspective was the component that asked participants about their reason for providing feedback via mobile channels. The most popular response was “to help other customers,” followed by “to help the company improve their services in order to grow their business.”
According to the survey, “the top two reasons cited were to help other customers, and to help the companies improve their service in order to grow their business.” This suggests that customers are invested in helping one another and in helping improve the businesses they favor. While past studies have been framed to understand the more “me” motivated aspect of the consumer mind, Apptentive’s reveals that consumers are using mobile and web channels constructively and collaboratively, in order to help one another and to help their favorite brands succeed.