‘Customer relationship management’ (CRM for short) can often be seen as a very sales-centric tool that manages the relationship between sales-person and consumer. However, CRM isn’t very often thought about in the context of mobile marketing because, well, typically no sales-person get’s involved. However, when it comes to a mobile customer relationship management (mCRM) strategy, having the ability to manage the relationship with your app users is beyond important to fuel the success you’re looking for.
Let’s dive into the various elements of an mCRM strategy to better understand the huge need for such a tool.
User tracking & profiling
In the name of app growth, it goes without saying that understanding and knowing your customers inside and out is one of the main keys to great mobile marketing success.
After all, when you talk to everyone, you may as well be talking to no one at all. When addressing a wider group of people, typically their problems are not addressed in a personalised way. Therefore, a target audience can feel alienated and irrelevant to a business.
Your mCRM strategy should be helping you to identify your core target market. You can do this by tracking and profiling your users as they enter, interact and exit your app.
Tracking your users with every interaction helps you understand how they wish to use your product. At the end of the day, your ideal journey is not theirs.
By assessing how a user gets from A to B you can then improve on your product and marketing. Doing this effectively leads to actionable improvements that will generate better results. This improves customer loyalty and keeps people coming back to your app over a longer period of time.
Profiling your users is equally important. Profiling means you then have a stronger view of who your most valued customers are. By knowing this information you are setting yourself up for a much more successful marketing strategy. This is because you are taking a lot of the guesswork out of the everyday tasks. And guess what? You end up spending less on ads and get to scale quicker.
Direct communication & automation
A study by Airship found that 95% of users will leave an app in the first 90 days. Typically this happens if a proper messaging strategy does not exist.
Once people are in your app and using it, they should feel like they are valued, looked after and that they have a relationship with you as much as you do with them. It’s a two-way street and you need to put in the effort and attention in order to create this bond.
One of the most important features of an mCRM tool has to be the ability to talk directly with users. Communication with your users comes in a few different forms including push notifications, in-app messaging, SMS, and email.
It is safe to assume you know what all or most of these messaging formats are and that you have some kind of emotion towards them; be it good or bad they are instrumental in your mobile marketing strategy. Use your own experiences to build a communication strategy that creates value, trust, and does not turn people off/away.
One highly recommended feature that you should take advantage of is automation. You do not want to be messaging users individually i.e. spending every waking hour of your life sending out emails. How draining is that?!
Automation will enable you to set up workflows that will look after your users around the clock. Your first port of call should definitely be an onboarding flow; welcome your users to your platform & educate them about core functionality. This will help to teach them about how their problems can be solved. Remember: a messaging strategy that does not provide value to the user is not going to be effective. It will turn customers off leading to customer churn and more money being spent on advertising.
There is an additional pro of an mCRM tool in your mobile marketing mix. Being able to dynamically retarget your users through paid advertising on the major ad platforms. This feature is not available across all mCRM tools. However, it is achievable via different means (more manual means). But, if you can have it all in the same place then you’re saving more time.
Looking after your users is one of the main things that should be on the top of your mind. Therefore, make sure that you look after your users when they need it most.
Look at where people can get stuck in the app. By communicating with your users when they can’t or won’t progress in your app you can drastically improve retention rates. By simply unblocking barriers or educating users on what they need to do next you can significantly improve your apps all-round performance
Predicting and preventing customer churn is without a doubt something you need to focus on, but it is a mean feat that needs the right attention.
Something as simple as monitoring things like password resets and contacting support can mean that your team can respond quickly, and your customer feels well looked after and valued.
All of this is achievable right from your mCRM tool.
How mCRM feeds into the overall mobile marketing strategy is impressive.
Not only do you have the ability to report on user behaviour in real-time but it can, in many instances, communicate with the overall product and marketing tracking.
There are only a select few tracking solutions out there that can connect with your CRM tool. Linking data together is going to be a huge part of any apps success. The aim of the game is to have a holistic view of what your users are doing and how all elements of your strategy can be improved upon.
We have touched on a more targeted approach with your users that means a wealth of significance. Namely, a reduction in ad costs which naturally leads to more people adopting your app.
Everything about an mCRM strategy builds upon your existing foundations and leveraging that information can help you hit substantial growth.
Neglecting to undertake these types of tools will typically stunt your growth and leave you feeling uncertain about how to grow and by what means.
When it comes to growing your business, it is much more advantageous to focus on the experience of your users over the amount of money you could make. If you focus on the money too much then you run the risk of neglecting your users.
How Envision Digital can help you
Envision Digital is a mobile app marketing specialist agency helping app-first businesses grow significantly. Using a methodology that not only unites marketing and product growth but the value and experience of the user, promotes long-term cost-efficient growth that you can scale and see significant results from.
Do you keep acquiring users who drop off quickly?
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Find out about our 3x Growth Methodology and how it can help you grow significantly in a matter of months.