The new in-app approach to customer support encourages riders and drivers to tap the Help button in the app instead of sending an email when they have a question or problem. According to Uber, the strategy has shortened response times and increased customer satisfaction. “By communicating in a specialized environment that is integrated with the product or service customers are using, customers gain a much richer, more contextual experience that fundamentally changes the efficiency of the interaction,” said Al Cook, director of mobile customer experience at Twilio. “For app developers and customer-service-focused companies, this level of communication builds loyalty with customers and lowers overall costs. “In app support will gain momentum simply because its a better and more seamless experience for customers,” he said. “Customers want this type of support and the companies that provide it will create better relationships and loyalty with customers. Get the full story at The Mobile Marketer and VentureBeat Read also "Email took an almighty beating this week, but it’s far from dead" at VentureBeat