How to Build a Better User Support Team with UX App Analytics

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Partner Post - Appsee – App analytics and session recording

Posted: August 2, 2016

Appsee

Hannah Levenson is the Content Marketing Manager at Appsee. She has previously worked as an Affiliate Manager and Content Strategist at affiliaXe.com. A UX and content strategy enthusiast, she has a great affinity for discovering and sharing unique insights and resources with the mobile tech community. Hannah also loves photojournalism, classic rock, and pretending that she’s the only one with a “foodie” Instagram account.

Hannah

When your users are having a hard time not using your mobile app, that’s the point in which you know your team is doing something big and valuable. Although, to reach the desirable point of creating a highly “addictive” mobile app product that your users will want to tell their friends about, you likely already realized that there are some extremely high barriers set in place that must be overcome.

Of course, the physical interface and design of your app is a key challenge when it comes to the success of your app. Yet that’s not the only crucial factor. To ultimately take your app to a truly first-rate mobile app product, your next greatest challenge is support. Your user support team makes up such a core part of your business model, yet it is frequently an overlooked part of the mobile app experience.

Once your app has gained some traction, it can be easy to say to yourself, “Our customers love our app, they won’t leave because of that tiny problem or two that they have encountered.” It’s time to wake up from that dream. Letting your user support and customer experience slip for even a moment can easily lead to a downward spiral that hurts your entire brand as a whole.

The act of building your user support team should not be an ordeal. It is a necessity and there are some dead-simple tips you can use to ensure that your support is always exceeding user expectations. At the core of these tips is the power of real-time, visual user data obtained through UX app analytics. Let’s dive in.

User Support Team Tip #1. Examine Your App’s Crashes

Based on a survey published by Dimensional Research, mobile app users are still regularly experiencing major issues which quickly lead to mobile app abandonment. Some of the most frightening aspects of this research revealed that 53% of respondents quickly uninstall mobile apps when serious issues like crashes, errors or freezes occur. It’s worth noting that 37% of those surveyed also claimed to think less of a mobile app’s brand when crashes or errors occur. By this point, you probably realize that it doesn’t take much for a user of your app to completely disengage from your brand.

It’s for this reason that analyzing your app’s crashes or errors using a tool like User Recordings will enable you to immediately pinpoint problem areas within your UX and relay crash reports to developers. For example, Appsee’s User Recordings (which only makes up just one aspect of its UX App Analytics suite) will also provide you with a unique sharing functionality which lets you share recordings with team members for faster reference and problem analysis.

Since crashed sessions account for one of the main reasons why users leave bad app store reviews and abandon mobile apps – Appsee has made it as easy as possible for your support team to track your crashed sessions, the users affected, and understand the root of your problems by visualizing event sequences. This completely eradicates your support team’s guesswork, and gives your developers significantly more time to solve the problems at hand. On Google Play, your user support team can also quickly and effectively respond to crash complaints and update users as soon as they are fixed. Examining your app’s crashes as they happen in real-time with UX app analytics is one of the smartest ways to prevent and resolve a potentially deadly UX downfall and poor reputation.

Appsee’s user recording of a crash

appsee_crashes

User Support Team Tip #2. Know Your App’s Performance

If your app feels like it isn’t performing as well as it should be, this could be due to a variety of factors which have traditionally been difficult to pinpoint. Slow load time, errors, freezes and uncompleted user tasks are just a few of the indicators of poor app performance.

Luckily for your support team, Appsee’s User Recordings is a modern feature that makes it easy to identity where your users are becoming frustrated during their unique journeys. Once you can determine where your users are displaying signs of app abandonment such as opting out of registration, getting lost in an onboarding tutorial, or simply leaving certain screens, your support team will “magically” have visual recordings of the problems being experienced. This will make it simple to pass along recordings of poor performance to other support team members and developers who can now quickly and efficiently solve those issues.

Appsee Comic

User Support Team Tip #3. Analyze Your App’s User Interface

While analyzing on the granular, single user level with User Recordings is crucial, it is also important to examine the “big picture”, aggregate aspects of your UI. By analyzing your app’s UI using Appsee’s Touch Heatmaps, you’ll understand exactly where all your users are tapping, pinching, swiping etc. Yes, Appsee differentiates between your users’ gestures and on top of that, unresponsive gestures- which typically trigger support tickets. Your user support team can also glean bad or critical reviews, and then work with your dev team to determine whether this issue is occurring on a larger scale, on a specific device, within a specific country etc.

With touch heat maps, there are no more assumptions and guessing games involved when optimizing your UI. By using Touch Heatmaps, your support team will also be able to determine exactly where users are experiencing issues with confusing buttons, unclear screens, bad navigation flows or faulty menus. Appsee’s Touch Heatmaps offer one of clearest and most beneficial methods for visualizing hidden problem areas within your UX.

See how important using visual data can be?

Appsee’s touch heat maps show that barely any users on this particular app click the “Create an Account” button

In this particular example, Appsee’s touch heat maps show that barely any users on this particular app click the “Create an Account” button.

In addition to using these 3 critical user support team tips, you will also want to implement a few other “best” supplementary rules in order to build the greatest possible user support team.

Supplementary Rules

Best Support Rule #1. Get Rid of Silly Procedures

When you’re considering your support procedures, be sure to ask yourself, “Is this a revenue-generating procedure?” In other words, think about the user experience that will result from any single procedure that you implement. For example, having customer support email scripts or templates to send to your users when they’re experiencing issues might seem to save time in the short-run, however they could actually negatively impact your UX in the long-run. This is because these “cookie-cutter” email support responses can actually confine the user in some instances and limit the user from detailing their specific issue- leading them to potentially not even reach out to support or worse abandon your app. Instead, implementing a support procedure that gives your user and your team the complete freedom to prompt and respond to support requests could be a better move for your UX and user retention.

Best Support Rule #2. Embrace the Concept of Empathy

Subconsciously it can be very easy to trivialize your users by thinking about how you can’t physically see them or that they’re half-way around the world. This is the last thing you want your user support team to do. Instead you want them to effectively empathize with your users. When it comes to mobile apps, empathy can be best summarized as “actively listening to your users”. The ability of your user support team to actually listen to your users and understand their needs is a basic necessity for establishing a stellar UX and reputation. The second a user senses that a support team member does not understand what they are experiencing, you risk damaging their experience or losing them as a user. To prevent this, consider having your support team utilize empathy maps and build comprehensive user stories. Your support team must suspend their own egos and presumptions, and be willing to deeply examine and understand the wants and opinions of your users. It’s a process, but a truly worthwhile one.

Best Support Rule #3. Take Great Care Of Your User Support Team

Your support team has one of the most demanding jobs in the mobile app industry. They essentially represent the human side of your app. When an inevitable “issue” arises within your app from a frozen screen to a confusing menu, your support team are the first people to interact with the affected user. As mentioned before, their interaction can essentially determine whether a user stays or abandons your app. As your app grows, your support team will be dealing with queries at all hours of the day from all types of users. Take care of your support team. Their well-being and happiness can truly trickle down to the users they are communicating with. Thus, you should aim to constantly communicate with your support team, improve cross-team collaboration, and always acknowledge your support teams’ efforts and time. Via these small yet valuable initiatives, you will truly fortify your app as a whole and its user base.

Conclusion

By absorbing our UX app analytics tips and supplementary rules, your user support team will be well on their way towards increasing user retention and boosting brand equity like you’ve never seen before.

The days of relying on abstract theories for how to best handle your app’s customer support are long gone. With visual analytics tools such as user recordings and touch heat maps, you now have the opportunity to leverage actionable user data, create an addictive UX, and ultimately fortify your product with a powerful support team.

Remember, keep the connection between your user experience and user support in mind, and you’ll be ahead of most mobile app brands which aren’t able to make the critical linkage. Your users are humans with real-life opinions and desires. They want amazing user experiences on apps without errors, confusing UI elements, and crashes. Don’t just have a “support” button in place to simply meet the standard- go beyond the standard and build the best user support team possible. At the end of the day it will make for happier, more loyal users and an overall stronger UX.

You can check out the Appsee site here for more information.