Listening to customers is key to any thriving business, and it is especially critical for online shopping business.
Though most e-commerce companies have an established way of engaging with customers, most mobile apps barely engage with customers.
Let’s take a real world example and see how different the website experience is from that of mobile.
1. Click to Chat
2. Self Service
All the above-stated features are missing from the mobile apps. Hence, the billion dollar question is why e-commerce companies ignore features such as customer feedback in the app.
Most of the e-commerce companies concentrate to deliver Minimum Viable Product (MVP), which means delivering features with the highest return on investment versus risk. Evidently, features supporting customer engagement are taking low priority. Feature-rich mobile apps are tough to navigate and henceforth, provide low value to end customer.
Finally, it’s a trade-off between feature set and value proposition.
Though it’s difficult to fine-tune the apps and provide ultimate customer support without listening to customers, there are other ways to address the issue.