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The Mobile preference centre as a platform for effective mobile CRM

The Mobile preference centre as a platform for effective mobile CRM

May 3, 2016 - Opinion

The smartphone is a soulless object that we constantly interact with wherever and whenever possible. It is always on, always connected and always close by. It has become much more than just a device used for calling and checking emails. Nowadays there is an app for everything!

Marketers now have the ability to identify the different ways that prospects use their mobiles to live their daily lives. Marketers can now capitalize on the rich customer data that has been gathered to identify ideal customers and target specific audience segments. Segmentation is vital when it comes to establishing engagement trends.

In general, users have 41 apps on their phones, of which only 5 apps are used on a daily basis*. The choice of the apps available to download onto one's device is huge, however more often than not, users tend to use apps with great personalisation (own space, own performance, own data) and customisation (based on user preferences) features. These are the apps that ensure return visits, high user engagement and have better longevity and conversion. We identify these apps as the ones that are focused on an engaged user, not a downloader. An engaged mobile device user is the user who uses the downloaded version of their mobile app to perform important activities at key times and on a regular basis, rather than visiting a related website.

But here is the most common mistake made by brands: when launching an app, they are often competing for downloaders instead of engaged users


So how can you ensure your app has everything in place to build a proper base of engaged users? We recommend that our clients consider these 4 key stages when launching a new app, and specifically an app targeted at the engaged user:

    3 min – ‘first date’
  • Ensure your app’s initial UX is set up really smoothly. This is where your relationship starts
  • Have an overlay explaining to the user how to use the app when it is opened for the first time, if it includes a short video all the better
  • Push a welcome message once the user registers
  • Make users set up their notification preferences and ensure this step is obligatory in order to unlock app content. There is no better moment than doing it now

3 days – 'new beginnings'
  • Here your ongoing mobile CRM program kicks in. Now you can action your push/email strategy
  • Continue reviewing download tracking for usage evaluation, see how the users browse the app. Monitor their body language in this timeframe
  • Review your mobile app optimization for user acquisition, activation, and retention
  • Respond to any negative feedback – it is crucial that this is resolved in the first few days
  • Implement retargeting activity so that users are reminded that they can use your app

3 weeks – 'becoming friends'
  • Send the user a "please review this app" message
  • Review your App Store Optimisation activity
  • Review and change app store wording and images
  • Ongoing mobile CRM push strategy changes – now you need to give your user something new
  • Review optimisation for user acquisition
  • Run offers and deals to attract users back

3 months – "bringing the relationship forward"
  • Update the app with new features and options
  • Use upgrade message to promote the changes and bring back your users
  • Review optimisation for Life Time Value purposes
  • Implement strategy changes by monitoring mobile body language
  • Review mobile CRM and plan next steps

These four key stages are key to building an engaging relationship with your initial user base and to guarantee longevity of your app. Investing resources in building the understanding of app usability and having a user-friendly preference centre are key steps towards effective 1-to-1 communication with your app customers. By asking the users to set up their preferences you can define how users would like to be contacted by the app: email, notifications, new content added etc.

Once you’ve received permission to engage with a consumer via an app, you can focus on building a mobile customer relationship strategy that drives their journey towards being a repeat customer. This approach involves mapping the messages you send to align with touchpoints along each customer’s lifecycle. With the correct communication, you can drive them through initial engagement, through the conversion process, and then build loyalty in order to drive further usage of the app.

Mobile usage offers a unique opportunity for marketers to capture their prospect’s device type, physical location, in-app usage, and behaviours. It is also possible to collect information on how app users interact with distinct channels and then analyse those interactions to glean information about what customers want.


Are you interested in learning more about enhancing your mobile engagement? If so, please do not hesitate to contact us. Our consultants will be happy to advise you.


Iryna Kepych

Digital Marketing Consultant at Engagement Factory

Thank you for reaching out to us, we will be in touch.

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