Combined app and software tool for an improved customer experience using mobile ethnography

The company More than Metrics GmbH develops software for companies that want to improve their customers’ experience. Since most products hardly differ from one another, the best way in terms of innovation and ease is to differ via customer service and providing the best possible customer experience. The product ExperienceFellow combines a mobile reporting app for customers with a web-based software for the company to analyse experiences.

Traditional research methods like surveys, interviews or simple observation are ways to get the kind of data that companies already have some kind of knowledge about. With mobile ethnography , the company offers an innovative research method. Customers report what comes to their mind when using a service. This method leaves the customer to live the experience of the company’s service without any constraints or pre-set bias through asked questions.

ExperienceFellow combines a mobile app for customers to report their experience with a desktop software solution for the researcher. Each project can be set up based on the research requirements. A short profile or questionnaire can be added, the duration of the study is flexible and the type of data collected is based on the researchers decision, essentially the entire mobile app experience can be fully customised and tailored according to the research needs.

• enables the collection of rich qualitative research data along the entire customer lifecycle
• diary companion for all touchpoints no matter if online or offline
• the mobile app for customers appears very simple and easy to use, reports can be created within few seconds
• the web-based app enables researchers to compare a number of customer journeys based on real data and deeply analyse them in minutes
• each data point may consist of text, photos, videos, a satisfaction scale and GPS data