Support for the Smallest Screen: Catering to Cord-Cutters (and Cord-Nevers)

Keep your Users Calm and Binging On

We’ve said it before. Mobile phones have become the universal remote to our lives. We rely on them for everything, including all forms of content consumption. That includes blog posts, memes, music, and of course, video. We are living in a world where we now have 24/7 access to streaming TV and movies, even while we’re in transit. This means that on-demand is no longer a luxury, but an expectation—and if something goes wrong and that 24/7 access is interrupted, viewers also have the expectation of a quick and timely resolution.

That’s why providing In-App support for mobile media applications is a competitive advantage today, and will become the norm tomorrow. And those media companies that choose not to delay the inevitable and get ahead of the curve should keep in mind these four scenarios that will keep users happy and addicted to their content (in a healthy way of course).

1. Viewers Want New [Relevant] Show Notifications

Video streaming apps that track what their users are watching, and suggest new content based on these user profiles excel at keeping their audience engaged while they are using the app.

But breaks between binges should be few and far between, and having a winning way to bring users back to the app should be a priority.

One way to ensure that your app maximizes its potential for user engagement is to reach users even when they are outside of the app. By sending out push notifications about new, relevant content that your users may be interested in based on their viewing history, your app will constantly be on their radar.

There are a lot of apps out there that vie for users’ affection and attention, and it’s impossible for mobile users to care about about all of them. But the apps that stream their favorite content? Those don’t fall into the ‘ignored’ category: viewers care, and they care a lot.

2. Despite Being The Smallest Screen, Mobile Wins For Convenience

One of the great things about streaming content today is that it is transferable between devices. You can start viewing a show on your phone while you are on the train heading back from work, and finish it on your smart TV when you arrive at home. According to a recent Wired article:

Switching from one device to another seems like a small burden, but it “is a very big deal for a lot of households,” says Mark Buff, founder and CEO of Mohu [a leading manufacturer of antennas.]

Picking up where you left off should be a seamless transition, but if there are issues along the way, containment becomes vital. Forget about computers, users will reach out for their phones to get answers, and being able to contain the problem within the app is the easiest way to ensure customer success.

That being said, the best means of in-app communication is messaging. It’s just easy—so easy in fact that users probably won’t fully realize the simplicity of the interaction— and that’s a good thing.

Support should be such a smooth and positive experience that it should override the negative memory of the initial problem. Keeping users in the app and not attracting negative attention to a cumbersome support structure will maintain a linear, streaming user journey, and work immensely towards user retention and engagement.

3. Viewers Like To Be Heard


Consider those times that your users have been watching a show, their app crashes and they have to reboot. They lost their place and the programming starts over. This can be really frustrating.

Giving your customers the opportunity to share this input through feedback requests will encourage communication and can address potential problems early.

And by allowing your customers to share feedback right within the app, and responding directly to that feedback, companies have a higher chance of engagement and retention (and a lower chance of churn.) Issues can be resolved quickly before negative reviews ever reach the app store.

When customers see that their feedback is being implemented effectively, they will be even more enthusiastic about the service. So, implementing user feedback is also a great way to cost-effectively win over hearts and minds.

4. But They Also Like to Be Able to Help Themselves

Your customers that stream content to their mobile devices have to be at least a little bit tech savvy to be able to do so. They’re most likely a smart and independent bunch, and if they have the option to help themselves advance their viewing experience, they want to do so.

If your users are having technical issues, such as an interrupted or disconnected streaming experience, they would love to be able to quickly find an answer on their own. Well-executed technical FAQs allow users to efficiently help themselves and bypass contacting support, and that’s a tool that they will appreciate. Not to mention, an easily digestible FAQ base means less work for a support team and fewer resources that need to be allocated towards customer service.

Media giants like Viacom, Turner, and Comcast already effectively utilize Helpshift to engage their customers and create a better overall user experience. Stay ahead of the curve and find out more about Helpshift’s features today.

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