In the early days after an app launch, customer relationship marketing is far from the mind of most marketers. It is very rare for a startup to have a customer service infrastructure on day one after the app launch.
This trend is understandable. In the early days after an app launch, companies don’t have enough customers to think about customer relationships. They first strive to build a base of users before finding ways to optimize customer relationships.
The only problem is this – the lack of attention on customer relationships tends to bed in. Companies tend to become overly reliant on driving app downloads for app growth. A lack of attention on customer relationships eventually has an adverse effect on app metrics like user retention as well.
Customer relationship marketing is a solution to this problem. It creates a mindset of relentless customer service from day one. Rising customer acquisition costs are not a myth. The numbers tell a similar tale.
The following sections bring to light some ways to use customer relationship marketing to directly impact app growth.
First, let’s understand some of the essentials of customer relationship marketing.
What is customer relationship marketing?
Marketing and customer relationships fall in different verticals. However, they both are correlated in the long run.
Customer relationship marketing is a practice that aims to leverage customer relationships to boost loyalty. Any marketer working in the mobile app market knows the intrinsic value of creating loyal users. A lot of professionals even set aside a part of their budget solely for deploying loyalty marketing.
Customer relationship marketing essentially helps marketers do the same. It covers a range of strategies and tactics to grow user loyalty.
The following sections highlight exactly how customer relationship marketing helps improve app growth. For those developing a mobile app from scratch and others using a free online app maker, the sections below provide some interesting insights.
#1 – Save resources on acquiring new users
Retaining users is an underrated practice. In most cases, companies are simply expected to retain app users as if it’s the most natural thing in the world.
The reality is this – users abandon apps all the time. Nearly 29% of users abandon an app immediately if they do not find any value in it. Retaining users may seem easy, but it’s very difficult in a competitive mobile app market.
What is the solution?
Customer relationship marketing enables companies to establish trust and loyalty with their existing users. Through a number of techniques like reward programs and customer success cycles, app users are nurtured and made a part of the ecosystem.
These customer relationship marketing tactics help enhance user retention and allow marketers to spend less money on acquiring new customers.
The resources saved with the help of increased user retention can be used in other areas that require attention.
The general takeaway is this – user retention helps companies save money. Startups trying to grow and scale need every penny they can save to get the necessary escape velocity to succeed.
#2 – Better user experience optimization with direct feedback
An app only grows if it continually enhances user experience. One way to enhance user experience at every turn is acting upon feedback from real customers.
Generally, companies tend to attribute UX to design and performance issues alone. These factors are important. However, they’re not the only app metrics that define user experience. App content, for instance, also has a defining role to play in optimizing user experience.
Let’s assume you have a blog and convert WordPress to Android app using a mobile app builder. You get a steady base of daily active users who interact with the content you put out.
What if 90% of your readership comes from one category of posts alone? How do you act upon this bit of data?
The first step must naturally be to create more content for the category that gets a lot of traffic. This will increase app metrics like daily usage and session time automatically. The second step is assessing the other categories and studying why they get less traction.
This is only one example. You can do the same in case you have a WooCommerce mobile Android app in the market.
The above example also points to another lesson. User feedback is not always explicit. Companies can gauge feedback simply by studying user behaviour on their app.
A focus on customer relationships makes companies cognizant of user feedback at all stages. They can use this feedback to improve every little part of their app and enhance overall user experience.
#3 – Creating mini app ambassadors
Higher user retention coupled with an increased level of user loyalty automatically leads to referrals and an increase in new users.
Companies like Facebook and Twitter exploded onto the scene partly because of simple word-of-mouth. Marketing campaigns deployed later helped usher growth later
One of the biggest ways customer relationship marketing helps app growth is bringing in new users.
Loyal users don’t just use an app. They also serve as mini ambassadors for the app and advocate vociferously for its use.
This is a serious benefit for companies with an app in the market. Loyal users essentially help perform the job marketers have to. Thus, they reduce the burden on marketers to deliver new app users.
Every big brand we come across exploded into the mainstream thanks to a base of loyal users advocating for its use. The business model of many upcoming startups today revolves around generating enough word-of-mouth to cut down the cost of marketing.
Thus, customer relationship marketing is slowly becoming the key to unlocking exponential app growth.
It is difficult to explain the importance of customer relationships to an entrepreneur who has only just launched an app.
How is customer relationship marketing important for an app with barely hundred users?
The piece above highlights the need to have a customer-centric support infrastructure from day one. The first section briefly touches upon the essentials of customer relationship marketing while the latter sections cover its impact on app growth.