"App engagement" is a new, critical, metric for retailers to monitor. So says the new Internet Retailer 2015 Mobile 500 guide.
The challenge - and its not confined to retailers - is how to keep consumers coming back to use a smartphone app, again and again, after the initial download.
"App engagement" is a metric that measures the frequency with which shoppers use an app; Internet Retailer had analytics vendor Mobidia measure engagement for 262 merchants listed in the Mobile 500 guide, a report that ranks leading global retailers by annual mobile sales.
Companies like Kohl's and Neiman Marcus, two top performers, routinely give shoppers a reason to return to the app, said Chris Hill, vice president of marketing at Mobidia.
Neiman Marcus enjoys an app utilization rate of over 64%.
By integrating customer service with their app, retailers could give shoppers another good reason to come back to it, boosting engagement levels even higher.
Our Rich Contact Experience feature suite provides a mobile application programming interface and sample code to easily link your contact center to pre-existing, or in-development, apps.
With this integration, you can leverage the data you already have about your customer to identify and segment inbound customer service queries before the calls reach an agent, and without an IVR.
And drawing shoppers back into the app for customer service provides another opportunity to engage them with special offers or discounts.
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