You’ve made the investment in a mobile app for your propane company, which is a smart move that can help streamline your operations and improve customer service. But now comes the real challenge: getting your customers to actually download and use it. As we’ve seen working with propane marketers across the country, even the best app won’t provide value if it sits unused.
Do Your Customers Know Your App Exists?
It might seem obvious, but the first hurdle is simple awareness. Many propane marketers tell us they’re surprised to learn that most of their customers don’t even know they have an app. Here’s how to spread the word effectively:
- Add your information to every customer touchpoint: bills, statements, delivery tickets, and email signatures
- Place eye-catching signage in your office where customers pay in person
- Have drivers leave behind simple app instruction cards with each delivery, including a QR code for easy downloads
- Include app information in your on-hold phone message
- Create a dedicated page on your website with download instructions and FAQs
- Run a targeted Facebook mobile ad to current customers while they’re on their phones, making it easy to highlight the value of the app and drive immediate action
Help Customers Understand What Your App Does
Customers need to know exactly what your app can do for them. Focus on communicating these key benefits in simple, practical terms:
- “Pay your bill in less than a minute – no stamps, envelopes, or checks needed”
- “Set up Auto Pay and never worry about missing a payment again”
- “Request a delivery with just a few taps – no phone calls required”
- “See your delivery history and usage patterns to better plan your propane budget”
- “Get instant confirmation when your delivery is scheduled”
- “Access emergency contact information and safety procedures anytime”
Make Finding and Installing the App Simple
A lot of your customers, especially those who have been with you a long time, might not know something this cool is available (nor do they feel very techy). Make the download process as straightforward as possible. Start by creating simple printed instructions with screenshots that can be added as bill inserts, onto the website, or with delivery tickets. Add QR codes for downloading to your invoices and promotional materials that will link directly to the app store. You can even create a short video tutorial and post it on your website or share on social media.
Address Common Questions Upfront
Based on our experience with other propane marketers, these are the questions customers typically ask about mobile apps:
- “Is my payment information secure on the app?”
- “Will I still get my paper statement if I want it?”
- “Can I still call the office directly if I need to?”
- “Do I need to create an account to use the app?”
- “Will the app notify me when I need a delivery?”
Create a simple FAQ section on your website that addresses these and any other concerns clearly, and make sure your staff is prepared to answer them confidently.
Train Your Team to Be App Ambassadors
Your employees are your best advocates for your app. Make sure they have downloaded the app and are familiar with the use of it to help explain to customers who call with questions. Ensure staff can explain the benefits of the app in simple terms that connect to customers’ daily lives. It is great to know how the app works, but be sure they also know how to troubleshoot common issues when the app doesn’t work. Some customers will need assistance finding and downloading the app, as well as setting it up. And finally, let staff know that they should be mentioning the app with every customer interaction they have.
Start With Your Most Receptive Customers
Rather than trying to convert everyone at once, begin with customers most likely to adopt the app:
- Newer customers who don’t have established payment habits
- Younger customers who use smartphones regularly
- Customers who have expressed frustration with your current processes
Success with these groups will create momentum for broader adoption. Always remember and respect that change can be difficult, especially for your longtime customers.
Measure What Matters and Share Success Stories
Keep track of simple metrics to help gauge your success. Consider tracking the number of app downloads, the percentage of customers using the app for payments, the number of delivery requests made through the app, and the reduction in phone calls for routine matters. Include a customer feedback form for people to share about their app experience.
Further, when customers do have positive experiences with your app, make sure others hear about it!
- Ask satisfied app users if you can share their feedback with other customers
- Create simple testimonials for your office, website, and social media
- Have your delivery team share positive stories about how the app is helping other customers
Remember: It’s About Relationships, Not Just Technology
The propane business has always been built on relationships and trust. Your app should strengthen these connections, not replace them. Emphasize to customers that the app frees up your team to focus on providing safe, reliable service and the personal touch that has built your business for generations.
By taking a thoughtful, customer-focused approach to rolling out your mobile app, you’ll increase adoption rates and maximize the return on your technology investment, all while making life easier for both your customers and your team.
