Now, more than ever, your customers want to be heard. They’re itching to give you feedback. Do you have the right tools to capture that voice? If you don’t, you need to get those in place – and fast.

To help you with this, we compiled a list of the top mobile in-app feedback tools of 2021. Incorporating these tools into your customer experience tech stack will drive more engagement, gather high-quality customer feedback, and help inform your product roadmap.

Mobile in-app feedback tools & solutions

1. mParticle

mParticle is the customer data platform for brands leading the CX revolution. Unify data and simplify partner integrations with enterprise-class security and reliability.

Developers can remove the pains associated with constantly incorporating new SDKs into an app and focus on delivering products that transform the customer experience. It provides the speed and efficiency mobile apps require for constantly changing products while maintaining the security and integrity of existing systems.

The integration between mParticle and Apptentive allows mobile app providers to build a bond with their customers through the data that defines them. Combining the two platforms enables app providers to move with the speed and agility to meet the needs of their customers, while still maintaining the security and control required for regulatory concerns. Mobile marketers and product managers can immediately take action on events in Apptentive by simply flipping a switch. Apptentive also offers “codeless integration” through mParticle, without requiring customers to create a new series of events within their apps. Our SDK is instrumented into mParticle, and when a mParticle customer decides to leverage Apptentive, a switch is flipped on in their dashboard which gives them immediate access to Apptentive. This saves companies valuable time and resources.

When a mParticle customer creates an event in their app, the events forward to Apptentive. Customers are then able to access the Apptentive product suite to send ratings prompts, survey customers for product information, use Message Center for customer service, send notes to drive positive outcomes, and push customers to upgrade to the latest version of their app. Customers are also able to select what event data they’d like to pass through to Apptentive through flexible controls.

2. Apptentive

A shameless self-promotion here, we can’t help but add ourselves to the list. We think we’re pretty great – and so do many leading enterprise brands such as eBay, CNN, Viacom, Capital One, JetBlue, Arby’s Postmates, Zillow, Norwegian Cruise Lines, Safeway, Sonic, and more.

Apptentive allows companies to measure shifts in customer emotion and gather actionable feedback across their mobile customer journeys. Our product, marketing, and customer service software helps companies make predictive decisions based on real-time measurement of their customers’ voices. Apptentive’s mobile-optimized surveys and precise targeting based on in-app interactions are unmatched in the mobile market, and customers see value within 24 hours of integration.

3. Apptimize

Apptimize Logo

Apptimize, An Airship Company, helps brands rapidly iterate to make amazing user experiences across all their digital channels through A/B Testing and Feature Release Management with a mobile-first lens. Their A/B testing capabilities can uncover how different changes and features impact success metrics such as purchase rates, trial requests, onboarding, survey results, and more.

Apptentive’s Apptimize Integration enables the use of Apptentive Surveys, Notes, and the Love Dialog as a follow up to Apptimize experiments for deeper understanding and qualitative analysis. For example, using the Apptentive Apptimize Integration enables you to use Apptentive Surveys to ask customers who have seen a specific variant of a given experiment about their experience. Using Apptentive Notes, you can follow up with a group of variant participants to let them know that the functionality they tested in beta is now generally available in your product.

4. Quantum Metric

Quantum Metric helps organizations build better digital products faster. Our Continuous Product Design platform gives business and technical teams a single version of truth that’s automatically quantified and based on what matters most — your customer’s perspective. The result: Teams are aligned, learn faster, and release with confidence. In January of 2021, Quantum Metric secured its place as the first tech unicorn of the year with an above $1 billion valuation and a $200 million Series B funding round. In 2020, Quantum Metric was ranked 124 in the Inc 5000, a list of America’s fastest-growing private companies.

Supporting tech

The following tools, solutions, agencies, and partners aren’t necessarily all about collecting and managing in-app mobile feedback, but they do complement VoC programs extremely well.

How to collect more in-app feedback

Collecting mobile customer feedback is absolutely critical to improving the customer experience. Here are some key ways to collect more mobile customer feedback within your app.

  1. In-app mobile surveys: There was a 50% increase in the number of surveys sent in 2020 from 2019. Mobile surveys are powerful in understanding sentiment, but only if they’re shown at the right place and time within the app, to the right consumer segment. Through mobile, short surveys with specific asks (like feedback on a new feature) are effective and efficient.
  2. Ratings and reviews: One of the few places customers give feedback is in the app stores in the form of ratings and reviews. If you have a low star rating in the app store, that’s indicative of one (or both) of the following: There’s an issue in the app that needs fixing and/or you’re not getting your biggest fans into the app store. In fact, most brands only hear feedback from about one percent of their customers. In order to overcome this challenge, you should implement a tool that prompts the right people at the right time to leave a review at the app store. Not only will you be able to capture the feedback of more happy customers (and therefore improving your app store rating) but you’ll also be able to hear from more people who would have otherwise remained silent (we call this the silent majority). By selecting the appropriate people to prompt, it ensures that happy customers rate your app publicly, while unhappy customers give you direct, actionable feedback.
  3. Message centers or two-way feedback portals: When customers experience an issue, have feedback, or need a fast response, it is essential to have a channel through which they can easily contact you. A message center provides a two-way conversation channel to do just that. As we mentioned in the section above, you can set up your mobile feedback system so that unhappy customers are directed to your message center rather than the app store. This also eliminates friction for the customer because if they need help at that moment, they don’t need to go searching for where to submit feedback, send an email, or take any extra steps to get help.

When you capture the right people at the right time and redirect them to the most efficient communication channel, you’re improving the mobile customer experience.

Incorporating these mobile feedback tools and strategies into your customer experience tech stack will drive more engagement, gather high-quality customer feedback, and help inform your product roadmap.