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Top reasons to involve marketing at the strategy table

As a two-time startup founder and CEO, I often think of my role as enabling all of our teams to come together and work toward the same larger strategy. All too often, though, I see hyper-growth tech companies start to become fractured and then go down a disjointed path of different goals.

On highly technical teams, marketing can often be overlooked and, therefore, not brought to the table for strategic initiatives. This can be dangerous because the strongest companies remain united on prioritized goals that drive expansion, adoption and engagement.

Here are three strategies that I have seen be successful in both equipping marketing teams with what they need as well as helping entire organizations see the value in their marketing teams:

Continue reading this story on Forbes, where it originally appeared.

Christian Wiklund is unitQ CEO and Co-Founder.

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Best Practices

Helpshift advice: How to collect mobile app feedback

App feedback is essential in all app building because it is important to create an app your users will love and prevent churn. Companies such as unitQ are leading the field in analyzing app user feedback by making it easier to search, monitor and analyze feedback with its AI platform.

Why do you need feedback? Why is feedback critical?

In-app user experience will make or break your retention funnel. A well-executed feedback loop and player support can guarantee app longevity and drive financial success. Feedback will help your developers build better games and QA can more quickly replicate bugs, while support staff better addresses user frustration.

Feedback, like any other measure used to determine the success of your app, allows you to test the performance of your app. How your app performs correlates directly with your customers’ satisfaction and LTV (lifetime value). To make sure your app is satisfactory to your customer, gather qualitative data and insights directly from your users.

Continue reading this article on the HelpShift blog where it originally appeared.

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Join us at Ada interact as we discuss how to fully measure the customer experience

We are excited to be sponsoring Ada interact this year, a one-day conference designed for CX leaders to share ideas and tools to improve the customer experience. At 10am PDT / 1pm EDT on September 14, I will be delivering a virtual talk on how CX leaders can better measure the customer experience to reduce churn, increase market share, and maximize revenue streams. 

Why NPS is not enough

The reality is that NPS may be useful in understanding customer loyalty and growth at a high level. In my 15-minute talk — “When NPS isn’t enough: how to fully measure customer experience” — I’ll address how successful organizations are gaining actionable insights from real-time customer feedback, and how they are responding accordingly.

Real-time customer feedback should be a critical piece of your business strategy, especially regarding your product. That’s because every day your customers are telling you what you need to know to delight them. They are sharing valuable feedback in multiple channels, in app store reviews, on Reddit, Twitter, Discord, and in support tickets.

Surfacing actionable insights from customer feedback to drive product quality used to be challenging. But it doesn’t have to be anymore.

Pair NPS with unitQ Score

Tune in to discover how unitQ solves this challenge by offering organizations a 360-degree view of all customer feedback in one place, in real time. Our machine learning and advanced algorithms combine all feedback data into a central repository so organizations can effortlessly uncover feature requests, bugs, track how users are reacting to product updates, and more.

As part of our DNA, we developed the unitQ Score, a reflection of an organization’s product health and customer sentiment based exclusively on real-time user feedback. 

We are passionate about helping organizations build exceptional products and experiences based on customer feedback insights. Pairing NPS with the unitQ Score will have a transformational effect on your organization’s success.

To learn more, request a unitQ demo.

P.S. If you are attending Ada Interact in person, visit the unitQ kiosk in the Franklin Gallery to learn more.  

Christopher Bryan is the Director of Product Marketing at unitQ.

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Best Practices

Best practices for organizations to discover bugs when Apple releases iOS 16

Organizations of all sizes are likely to see a spike in product quality issues in their applications if the debut of iOS 16 in the coming days is anything like what happened when Apple released iOS 15 a year ago. In every industry unitQ examined — from business and productivity, to dating and social networking — complaints from mobile app users that the updates broke core features increased dramatically, according to a unitQ analysis of App Store reviews on more than 4,400 iOS apps.

Missing notifications in dating apps spiked 114% from the month before to the month after iOS 15 was released on September 20, 2021. For the same time period, upload issues in the photo-video industry jumped 132%; the mobile gaming sector saw a 300% increase in user complaints that their hero “died for no reason;” meanwhile, concerns from users of finance apps that their “data disappeared” jumped 150%. The list goes on.

In the chart below, the percentage increase is shown for major product quality issues that users complained about in Apple App Store reviews from the month before to the month after the release of iOS 15, by selected category:

*For this chart, unitQ surfaced product quality issues by ingesting Apple App Store reviews of more than 4,400 mobile applications. We then parsed those reviews with machine learning and proprietary unitQ algorithms to produce these results.

These destructive quality-of-life or customer-churning issues highlighted above occurred despite the release of public and developer betas ahead of the iOS 15 software update — and new betas are now being tested by developers and the public before the release of iOS 16.

All of which means the rollout of iOS 16 will likely cause headaches for end users and, by default, developers — despite their best intentions. But how long developers and their organizations allow product quality issues to linger in their apps is another story — a story whose ending depends on how and if organizations listen to what their end users are saying about them. 

Understand what your end users are saying

Organizations are throwing tremendous amounts of resources at building and maintaining their tech stacks. There are systems for auditing, for monitoring security and the performance of applications, and for microsystems and infrastructure as a whole.

CIOs and other company executives are providing these and a myriad of other tools to support their organizations’ continued success. However, there’s a goldmine of other data containing a wealth of actionable insights.

That data is the “Voice of the Customer.” This data is the single source of truth of product quality, complete with actionable insights with precise information about what users are saying about your product’s performance, features and capabilities. 

From reviews in the App Store or on Google Play, customer support tickets in Zendesk, incident response tickets in Jira, to social media and discussions on Discord, Reddit and Twitter — it’s possible to paint a clear picture of what features your customers enjoy, what they find hard to use or broken, and what bugs should be prioritized.

Detecting, investigating, prioritizing and fixing issues identified by users bolsters developer KPIs, enhances customer satisfaction and ratings in app stores, attracts new users and drives new revenue streams.

Parse user feedback data manually at your own risk

We all know that running a successful business relies on keeping customers happy. One way to keep them happy is to fix product quality issues that they identify. But many companies manually process customer reviews left on app stores, social media, Reddit, Twitter, Discord and you name it. The manual process to parse user feedback, sentiment, and product-related issues leaves the door open for much error, doesn’t account for languages, and takes way too long. 

And that’s a problem, especially when we all know that a brand new iPhone software version number update is going to cause havoc. To prevent a downturn in app store ratings, for example, why not discover these issues immediately, instead of in weeks or months?

How much of an effect do app store ratings have on your business? A lot more than you may think. In fact, half of users polled won’t do business with a company unless it has at least a four-star rating, and nearly three quarters of users won’t buy a product before they’ve read the reviews. 

When users’ experience with your app doesn’t meet their expectations, they tend to let you know right away, by filing more tickets for your support team and submitting lower app ratings and negative reviews — all of which damage your brand. When support tickets and negative reviews pile up and your app store ratings drop, your reputation suffers. New users are less likely to try your product, your existing users become less engaged, and churn results. 

In today’s crowded app landscape, quality is more than just something that’s nice to have. It’s a true market differentiator that can help you scale efficiently and beat your competition.

Embrace unitQ data intelligence  

unitQ Monitor provides organizations with the real-time insights and actionable intelligence necessary to identify and fix those product quality issues that are the top concerns for your users. 

unitQ captures user feedback in more than 70 languages from dozens of sources — including the Apple App Store, Discord, Google Play Store, Reddit, Twitter, Facebook, Instagram, and Youtube, among others. unitQ also integrates with productivity tools such as Slack, PagerDuty, Zendesk and Jira. 

With machine learning and AI, user feedback is bucketed into discernable product quality issues. unitQ customers like Spotify, Klarna, HelloFresh and Udemy harness this data to visualize how existing and new product features are impacting their users across regions, app versions, and operating systems — in real time. unitQ algorithms enable organizations to harness this real-time user feedback to take a measured, data-driven approach to their product quality efforts, fix issues faster, and leverage insights into roadmaps and product growth.

About the data for this study

For the purposes of this study, our charts are based on the ingestion of tens of thousands of iOS App Store reviews from more than 4,400 apps for the time period of one month before to one month after Apple’s release of iOS 15 on September 20, 2021. 

Overall, as illustrated in the chart below, social networking apps saw the biggest increase in users reporting product quality issues after Apple updated to iOS 15 last year. Following social media was the photo-video sector, gaming and so on.

The chart below shows the percentage increase in product quality issues from the month before to the month after the release of iOS 15, by selected industry:

While finance, travel and health and fitness apps did not see an overall increase in product quality issues identified by App Store reviews, they nevertheless succumbed to a steep increase in quality-of-life bugs, according to unitQ data and illustrated in the first chart found at the top of this report. 

Health and fitness apps, for example, saw a 462% increase in users complaining they couldn’t edit their body weight. Travel apps saw a 300% increase in users upset they couldn’t log in through their employer’s SSO. And there was a 67% increase in users worried they couldn’t make a “trade” in their finance apps after the update to iOS 15.

About unitQ

unitQ is an AI-enabled platform that listens to signals from an organization’s user base. unitQ is arming organizations with real-time actionable insights to improve product, reduce churn, boost star ratings and build great app experiences.

To learn more about these research findings or about unitQ, request a unitQ demo.

David Kravets is the unitQ Senior Content Marketing Manager

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Best Practices

Best practices to improve app store ratings

How much of an effect do app store ratings have on your business? A lot more than you may think. In fact, half of users polled won’t do business with a company unless it has at least a four star rating, and nearly three quarters of users won’t buy a product before they’ve read the reviews. 

When users’ experience with your app doesn’t meet their expectations, they tend to let you know right away, by filing more tickets for your support team and submitting lower app ratings and negative reviews — all of which damage your brand. When support tickets and negative reviews pile up and your app store ratings drop, your reputation suffers. New users are less likely to try your product, your existing users become less engaged, and churn increases. 

In today’s crowded app landscape, quality is more than just something that’s nice to have. It’s a true market differentiator that can help you scale efficiently and beat your competition.

unitQ Monitor provides you with the insights and actionable intelligence necessary to identify and fix those product quality issues that are the top concerns for your users. 

So how can you improve your app store ratings? Here are four ways:

  • Test your app. Make sure it’s working as expected. Testing can uncover problems before you release your app and your users discover them.
  • Fix as many bugs as possible, and fix them fast! Our new Impact Analysis tool surfaces critical product quality issues and determines the impact of fixing them. Fixing bugs fast has a real positive impact on your unitQ Score, a key indicator of product quality and product health.
  • Listen to your users, especially to their negative reviews. Negative reviews are a good source for user feedback, identifying problem areas in your app, and what you need to do to fix them.
  • Have a good user interface and user experience. High quality apps get high ratings on app stores.

What unitQ customers say

But don’t just take our word for it. Hear what our customers are saying about the power of unitQ: 

  • Pandora, a music streaming site, saw a 20% increase in their unitQ Score, an 18% boost to their NPS, and a 15% reduction in user churn 45 days after starting with unitQ.
  • LOVOO, an online dating site, had a 42% improvement in their unitQ Score and a 28% improvement in their Apple App Store and Google Play Store ratings in their first few months using unitQ.
  • Strava, a popular fitness app, saw a 41% improvement in the unitQ Score, a 94% reduction in the time it takes them to analyze user feedback, and a 13% improvement in Google Play Store ratings.
  • Styleseat, an online booking platform for the beauty and wellness professionals, saw a 35% boost in App Store and Google Play ratings and had an 18% improvement in their unitQ Score. What’s more, they doubled their user retention rates and cut user churn in half.

Conclusion

So, in the end, quality matters. Addressing quality issues has measurable, concrete results for improved app store reviews.

If you’re looking for help in improving your app store ratings, schedule a unitQ demo today!

Pete Bratach is unitQ documentation manager.

In order to provide long-term scalability and security for our customers, unitQ’s architecture leverages several AWS services. Amazon Kinesis Data Streams serve as a pipeline for the millions of pieces of feedback we process and help ensure no data is lost as it winds its way through various redundant microservices which run in Amazon Elastic Kubernetes Service (EKS). Amazon OpenSearch Service then makes it possible to quickly aggregate millions of data points into our UI, allowing customers to create charts and dashboards for easy reporting on their user feedback and to share insights across the organization.

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Best Practices

Learn how to leverage user feedback to elevate your marketing strategy

In case you missed it, Christian Wiklund, our CEO, recently spoke at the AWS Startup Showcase “MarTech Emerging Cloud-Scale Customer Experiences” event.

During this marketing focused gathering, Wiklund spoke about how unitQ enables marketing teams to craft user-centric, data-driven campaigns and deliver targeted, effective, and measurable messaging with confidence of successful engagement. unitQ also distills user feedback into a quantifiable data source to enable marketing teams to know if their marketing spend is going toward a broken experience without having to conduct focus groups or surveys. 

Read the article here. Or watch the video.

Our AI-enabled platform consolidates user feedback across channels and classifies it into more than 500 granular categories. This voice-of-the-customer data empowers engineering, support, product and marketing teams to decipher this user feedback to improve product quality and bolster brand loyalty.

If you want to learn more about how unitQ is arming organizations with real-time actionable insights from user feedback to build better customer experiences, reach out to us for a customized demo today.

Caitlin McDevitt is senior manager of strategic alliances at unitQ.

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Best Practices

Webinar recap: The state of mobile application product quality

unitQ Sr. Content Marketing Manager David Kravets and Sr. Data Engineer Lance Miles joined myself for a webinar this week to explain our recent findings on the state of mobile application product quality

Our team harnessed unitQ proprietary algorithms and artificial intelligence to analyze the reviews for more than a year’s worth of data on roughly 4,400 of the world’s top mobile applications on the Google Play Store and Apple’s App Store. 

In our webinar, David and Lance went over the findings and dove into how unitQ can help organizations improve their product quality and mobile app experience. Take a look at the highlights: 

  • How user feedback data can empower your organization.
  • Why unitQ ingests and interprets user feedback data.
  • What is a unitQ Score and how does it indicate product quality?
  • The top 25 mobile apps with highest product quality.
  • Top product quality issues by industry.
  • Why product quality is important to an organization’s success.
  • How to improve product quality by listening to user feedback.

Watch the webinar recording


If you want to learn more about how unitQ is arming organizations with real-time actionable insights from user feedback to build better customer experiences, reach out to us for a customized demo today.

Annelise Schaler is demand generation manager for unitQ.

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Best Practices

Learn how fintech can bank on unitQ

We recently presented at FinovateSpring 2022, a leading fintech conference that showcases the best innovations in financial and banking technology.

unitQ’s Founding Team Member and Sales Director, Anthony Heckman, and Product Manager, Brett Caplan, demonstrated how unitQ’s cloud-based AI platform is arming fintechs, banks and financial institutions with real-time actionable insights from user feedback to stay ahead of their competition, improve their customer experience, boost star ratings, and drive customer retention.

“At unitQ, we believe that every day your company is not deriving critical insights about product quality from user feedback is a lost opportunity,”

Anthony Heckman, unitQ’s Founding Team Member and Sales Director

Learn how your organization — regardless of whether it’s in the financial sector — can harness the power of unitQ for success. Watch the demo:

Want to start your organization on a new product quality journey, schedule a time with our product specialists here.

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Best Practices

What tech leaders can learn from a $500k bug

When I started the social media app Skout in 2007, I was blown away by our traction. We had over 50 million installations globally, had raised over $22 million from Andreessen Horowitz, and there were hundreds of incredibly talented employees making it all happen. 

Despite our success, and unbeknownst to us, there were many 1-star reviews on the Google Play app store in the Polish language, dinging our Android app in a language we didn’t understand. This small piece of the overall Skout community was frustrated and was telling us exactly what we needed to know, that the app was unusable in Poland, but we weren’t listening. 

Continue reading on VentureBeat, where this article was first published.

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Best Practices

No more silos for your product feedback

Silos. Tunnel vision. Operational misalignment. They go by many names, but silos in the workplace have negative effects on productivity, morale, and even product quality. 

Product quality can suffer when one team, like support, knows about a product issue, then reports it to engineering. Then engineering, not having enough data about a given bug report, fails to take action quickly and goes about their other business. 

And when product quality suffers, so does the customer experience. Silos can result in bugs that never get fixed, disappearing into a black hole because engineering lacks sufficient data to prioritize the issue, or they have a hard time reproducing the problem.

The Great Disconnect

There often is a disconnect between the support and marketing teams and the engineering and product teams as they struggle to align on which quality issues or bugs need to be addressed. The scenario usually plays out like this: the support team gets a few reports about a problem with the product, so a support engineer files a bug with engineering, mentioning the examples. Engineering gets the report, but since it only contains a few anecdotes, it’s unclear how prevalent the issue really is. They may not have good information as to whether the issue is new, how long it’s been around, whether it’s spreading quickly, and so forth. 

And in an environment where everyone is moving fast, communicating that information may not be easy. 

unitQ Monitor Tears Down the Silo 

The seamless communication and single source of truth for product feedback that unitQ Monitor, unitQ’s AI-enabled monitoring platform, provides helps to break down the silos between support and engineering. unitQ Monitor turns qualitative feedback into quantitative data, so engineers now have the hard numbers to help prioritize their fixes.

Providing this indisputable data to engineering is one of the main benefits that support and marketing leaders frequently tell us, as it has helped them get their issues fixed quickly instead of just lingering in production.

Fixing issues fast improves the customer experience, which has the added benefits of decreasing customer churn and reducing the amount of tickets customers file.

If you need help tearing down the silos in your company, request a unitQ demo today.

In order to provide long-term scalability and security for our customers, unitQ’s architecture leverages several AWS services. Amazon Kinesis Data Streams serve as a pipeline for the millions of pieces of feedback we process and help ensure no data is lost as it winds its way through various redundant microservices which run in Amazon Elastic Kubernetes Service (EKS). Amazon OpenSearch Service then makes it possible to quickly aggregate millions of data points into our UI, allowing customers to create charts and dashboards for easy reporting on their user feedback and to share insights across the organization.