“You're not writing the answer just for that one person — you're writing it for everybody that comes behind it. If you have a thoughtful, reasonable answer that empathises, they're more likely to come back.”

Reply to every app review — you are writing for every future reader, not just the reviewer

Talking Parents' marketing and customer experience teams meet weekly to respond to every App Store and Google Play review — even complaints about co-parenting relationships that have nothing to do with the app. The insight is the audience: every future prospect who reads that review also reads the response. A single empathetic reply functions as public-facing brand content.