How to Identify and Take Care of your Mobile MVP Customers

Your Mobile MVPs are a loyal group of customers that hold a lot of power and play a significant role in driving your business to success. Like any other business, chances are that 80% of the business on your mobile app will come from this 20% of extremely loyal customer base. In simple words, your MVPs are the key to your success.

As overwhelming as it may be to identify and manage your mobile MVPs, taking good care of them is a great way to open doors to relevant insights and eventually growth for your business.

 

How to identify your Mobile MVP Customers?

With the help of existing research and analytics, you will be able to identify this set of customers. The most effective way to start is by segmenting your customers. Try to go as deep as you can by tracking in-app actions and identify the right users that belong to your MVPs. Over a period of time, you will be able to understand different customer behaviour and identify future MVPs as well. This process will also assist you in getting a clearer understanding of what customer data one should look at specifically for the purpose of assessing growth and success of the mobile app. Here are a few categories to look at –

•     Customers based on loyalty or tier
•     Critical points of engagement and in-app actions
•     Demographic information
•     Number of customers using different OS

 

Shortlisting the Mobile MVP Customers

As it has already been established, MVPs tend to perform actions that are different from general customer base. Here are some of the most common areas where your MVPs have a high chance of standing out, regardless of what category your mobile app belongs to –

 

• The Registration Process

Actions such as signing up for a free trial, joining the loyalty program, signing up for a newsletter or downloading content.

 

• Frequency of Engagement

The more frequently a user uses the app, the higher the chances of him or her being an MVP.

 

 

• Referrals and Content Sharing

Does the user share your content positively on his or her social pages? Does he refer your services to friends often? Customers that advocate your app have higher chances of being an MVP.

 

How to I Engage with my MVPs?

Once you have identified your mobile MVPS, it is time to take care of them, engage with them and learn from them. While this group of customers may hold a different profile for every mobile app, there are a few common strategies worth keeping in mind that will eventually help you engage with them, acquire actionable insight and eventually harbour loyalty.

 

• Intelligent Interactions through Targeting

By using the right targeting strategies, you will be able to engage with your customers at the correct place and time. By giving a personal touch to your interactions nurturing your MVPs becomes extremely effective. Here are a few things you need to keep in mind when pursuing in-app engagement with mobile MVPs.

 

• Who to Engage with

This is the first decision you want to make before you commence engagement. Make a decision based on the actions people have taken in the app, device data and what interactions they have and have not seen before.

 

• Where to Engage with them

Next, you need to identify the location where the customers will be able to interact with you. Remember never to interrupt the customer from using the app. It is thus important to engage with the customer in-app in a conscious manner.

 

• Engagement Frequency

How often should the interaction be displayed? The answer depends on the nature of interaction as well as the type of customer you plan on engaging with.

 

• Personalizing your Engagement

With the help of customer insights, customer journey mapping as well as mobile analytics, you will be able to create a rather personalized message to engage with your mobile MVP customers. Here are a few Ways in which this can be achieved

 

• Deep Audience Segmentation

Assess whether your message needs to be targeted to all your MVPs or only a specific segment of them? The more segmented your message, the more personalized it will be, providing more value to and facilitating higher engagement rates as against delivering irrelevant content that they will not respond to.

 

• Identifying the Right Moment

Mobile devices are without doubt among the most personal pieces of technology owned by consumers today. Identifying the right moment involves the following process –

• Assess the in-app message you wish to send
• Is the message proactive? Consider sending it after a customer takes a high-value action.
• Do you want your customer to fill out a survey? Consider placing this request at a non-interruptive moment as against during an action the customer visited the app to make in the first place.

 

• Giving your MVPs Special Treatment

Your MVPs are bound to feel special if they are told they have access to your product or company in a way majority other customers don’t. Also, when it comes to your MVPs, they truly deserve to be treated well. Here are a few ways you can make your MVPs feel special –

 

• Given them access to new features and beta releases before the rest of the world. Make sure you acquire feedback and implement changes based on the feedback you receive.
• Allow them to cut the line, pre-order, quicken shipping or any other aspect of the delivery process.
• Provide added discounts on in-app purchases and other transactions where relevant
• Make it a point to wish them via emails or in-app pop-ups on special occasions such as birthdays and anniversaries.

 

• Validating the Feedback

Feedback is the key foundation to growth. Whether you receive criticism or praise, you want to value every piece of feedback you receive you want to make sure that your MVPs recognize that it is valued and eventually validated. The more they feel like they have been heard, the higher the chances of them coming back to you as loyal customers.

 

Here are a few things you want to keep in mind when receiving feedback from your MVPs –

 

• Thank them for their valued Feedback
• Follow up on the feedback you receive.
• Compensate your customer in some way or the other in case of a larger concern or issue.
• Be honest. It is not always possible to solve a problem. Make sure you communicate the same to them.
• Give them credit when a change or an update is made in your app due to a feedback they provided.

 

As challenging as it may seem to find the right mobile MVP customers and then engaging with them, with the right approach the process becomes a lot easier and fruitful in the long run. Follow the above mentioned steps and you will not only be able to engage with them to build a loyal set of customers, but you will be able to rely on them as your closest business allies, providing to your actionable insights that in turn help you acquire a whole new set of customers and a set of future MVPs. Learning from them and nurturing them can prove to be the best business investment your mobile app team will make.