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So far email had been the most sought-after medium among businesses to seek feedback, particularly NPS survey. It would nevertheless continue to be a potential choice.
Following email popularity is in-app messages which are part of the UI of almost every mobile app. Publishers insert in-app messages within the user flow to run notifications and surveys of various kinds. The most popular use-case being triggering an in-app message before the nudge to rate the app on play store.
Now did you know that you could use push notification as well for collecting feedback? Strangely, not many mobile marketers have explored the idea of conducting feedback survey via push notification despite it offering the following leverage over the other two channels:
- Push notification has higher average CTR than email
- Popping an in-app message only to request feedback is damaging to UX. Also, the results wouldn’t be totally reliable as user’s rating will be highly influenced by his current behavior.
- Seeking feedback response in real time cannot be achieved via email or in-app.
If you too are one of those marketers who hasn’t considered push notification medium as a potential alternative for collecting feedback, this post is for you.
Here we are going to discuss 3 use-cases across three different industries around how marketers can collect user feedback via push notification.
Use-case- Take feedback on the purchased product
Above is the image of Journey Designer inside WebEngage system. Journey Designer is a drag-and-drop workflow builder that lets you automate engagement throughout customer lifecycle across multiple channels.
As it is quite evident, in the above journey(workflow) we are triggering the feedback push on the delay of 5 days after purchase.
Once the campaign has been triggered evaluate the response of your users. Lifting the snapshot of UI from the WebEngage dashboard.
2. OTA(Online Travel Agency)
Use-case- Take feedback on the stay experience
In this Journey, we send the feedback push after two days to gauge the stay experience. Further, after 10 months, we check if the user has made a repeat purchase or not. If he has and the response is positive then we push him another notification and offer an incentive to nudge him for repeat purchase.
On the flipside, if he hasn’t made any new purchase then we push him to another nurturing journey which is a subject of another article altogether.
Use-case: Take feedback on the purchase experience and the financial product purchased by the user
BFSI products have relatively longer sales cycle and shelf life. So the experience of the user is a mix of two components- a) his experience making the purchase b) his experience using the product that they purchased.
With this Journey, we have tried to glean feedback for both the events via push notification.
[Push notification 1] After 5 days- to gauge the experience doing business with you.
[Push notification 2] After 10 months- to know his experience with the product they bought.
Back in 2015, Techcrunch published an article that notifications are next platform amid the discovery model transitioning from pull to push driven.
Do read that article. It’s surely worth your time
But simultaneously the opt-out rate of push has also been surging. And the problem here is once the user revokes the push permission, the arduous UI will ensure that it is never restored again. So, the job of the marketer is to judiciously leverage this medium which is possible only if you push notifications that help. Hope the use-cases mentioned above helps.