We all want our customers to talk to us, but rarely provide them with the tools to do so. That needs to change. Having a place where customers can send feedback in-app will open a door to understanding what is great about your app and what needs improvement.

Giving feedback should be simple and easy to do, just as every function in your app should be. The more intuitive and integrated into the app your feedback channel is, the more likely customers will reach out to you.

Don't ask customers to write an e-mail, make a phone call, or post to a social network to get help or be heard. You wouldn't ask a customer in a retail store to call support instead of asking someone in the store; therefore, you shouldn't ask people inside your app to contact you via another method.