Survey – 49% of Consumers Believe Brands Are Neglecting In-App Customer Support

Mobile apps have become the center of people’s everyday lives, but many companies are missing an opportunity to deliver customer support in a way that is most helpful to their mobile app customers. Helpshift, the established leader in in-app customer service and user support for mobile-first brands, has announced the results of a new survey which found that many brands are missing the mark on in-app customer service.

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It’s no secret that mobile apps have become a driving force in online culture, ecommerce, and the global economy. According to the State of Mobile 2022 from Data.ai, 2 million apps were launched in 2021, people in the top mobile-first markets now spend an average of 4.8 hours per day on their phones, and mobile ad spend is set to reach $350 billion in 2022. However, although many brands recognize the value of mobile ads and a mobile-first user experience and marketing strategy, their customer support has not kept up with this mobile-first vision.

Helpshift has commissioned a new survey from Researchscape, which found a few key warning signs for mobile-first brands and app developers:

Consumers are using apps more than ever, but are experiencing lackluster customer support:

• 67% of American consumers use apps on their smartphone multiple times a day, but 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. Nearly half said in-app customer support has been fair (39%) or poor (8%).

Better in-app customer support is an opportunity for brands to build relationships and differentiate themselves:

• While mobile apps provide an added valuable channel for customer service, the majority (54%) of respondents said that the apps they use do not feature built-in customer support.
• 66% said they feel extremely or very frustrated when they are in a mobile app and need customer support but get kicked out of the app or get forced to wait hours or days for a response.
• 56% of respondents said that while brands talk the talk about having great mobile experiences, they don’t walk the walk. The survey revealed that when it comes to great in-app experiences, consumers feel that brands still have some work to do. Only 12% of respondents gave mobile brands an A.