49% of consumers think brands neglect in-app customer service

Mobile apps have become the center of people’s daily lives, but many companies are missing an opportunity to provide 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-centric brands, has announced the results of a new survey that found many brands are missing the mark on in-app customer service. apps.

It’s no secret that mobile apps have become a driving force in online culture, e-commerce and the global economy. According to Data.ai’s State of Mobile 2022, 2 million apps were launched in 2021, users in major mobile-focused markets now spend an average of 4.8 hours a day on their phones, and ad spend mobiles should reach $350 billion in 2022. However, while many brands recognize the value of mobile ads and a mobile-centric user experience and marketing strategy, their customer service has not followed this mobile-centric vision.

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

Consumers are using apps more than ever, but facing poor customer support:

  • 67% of US consumers use apps on their smartphones multiple times a day, but nearly half (49%) of respondents said they believe brands neglect in-app customer support.
  • Only 12% of respondents said the in-app customer support they received was excellent. Nearly half said in-app customer support was 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 additional valuable channel for customer service, the majority (54%) of respondents said the apps they use lack built-in customer support.
  • 66% said they felt extremely or very frustrated when in a mobile app and needed customer support, but were kicked out of the app or made to wait for hours or days for a response.
  • 56% of respondents said that while brands talk about great mobile experiences, they don’t walk the talk. The survey found that when it comes to delivering great in-app experiences, consumers believe brands still have work to do. Only 12% of respondents gave mobile brands an A.

Better in-app customer support can drive customer loyalty and retention:

  • 71% of mobile app users said they would switch to a competing app/product if they had a bad experience or were having trouble with the mobile app.
  • 86% of respondents said they would be more loyal to a brand that offered good in-app customer support.
  • Customer loyalty is especially important for young consumers. Forty percent of Gen Z respondents said they are very loyal when it comes to sticking with mobile apps – more than any other generation.
  • As app usage continues to grow, a new generation of apps for the metaverse is emerging. Research shows that metaverse users demand better support for immersive virtual environments:
  • Among survey respondents who currently interact with Metaverse XR experiences, 67% said customer support is problematic in the Metaverse.
  • 83% of Metaverse users said they were able to access customer support, but it took time and/or their issue was never resolved.
  • 17% said there is absolutely no customer support in the Metaverse.

“With so much consumer activity and online engagement having recently migrated to mobile apps, and now with the emergence of a transformational wave of metaverse apps, it is inevitable that the demand for frictionless integrated support will continue. to increase,” said Eric Vermilion, CEO of Helpshift. “However, as our survey reveals, too many brands are not yet positioned to offer great in-app support. Many mobile-first customers struggle with tedious, frustrating experiences and unnecessary delays when they try to get help. Instead of kicking people out of the app the moment they need help, brands should improve and update their in-app support experience to align on their overall design of mobile UX and customer experience. Given the ability of mobile apps to have secure, contextual and continuous engagement with consumers, now is the time for brands to recognize that the app is the new starting point for the future of customer support.


The results of this report come from an online survey conducted in the United States by Researchscape International and conducted since February 14 to 17, 2022. There were 1,015 survey respondents; results were weighted to be demographically representative. For questions regarding this research or other research, please contact +1-888-983-1675 x 1 or visit http://www.researchscape.com/

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