What kind of imprint are your customer communications making?

Posted by Natalie Davis on Thu, Jul 18, 2013 @ 13:07 PM

 Are you providing your customers with the communications they want on the devices they use the most? Do your customers find your communications useful C  Users nkdavis Desktop Capture resized 600and convenient?

Over the last few years we have seen a noticeable shift from channels like direct mail and voice to email and the stratospheric leap, to Short Messaging Service (also known as SMS or Text Messaging).  Because more consumers are looking for ways to use their mobile devices to save time, money and enrich their experiences, the world is constantly trying to keep up.

SMS is sometimes thought of as a channel for younger generations only, but recent numbers show that all generations are adopting SMS and incorporating SMS as a communication channel in their lives. Seventy two percent of people ages 50-64 use SMS. Younger generations are using SMS at an even higher rate of 97 percent, of people ages 18-29.

When it comes to adopting a SMS communication strategy, companies have options.

Today’s SMS menu

  • One-way text messaging: Sending text messages to a mobile phone but not receiving messages back
  • Interactive text messaging (ISMS): Sending text messages to customers and allowing them to respond
  • SMS Assistant: Letting customers interact with customer service representatives in real-time through SMS

Mobile phone use is growing and has reached approximately 70 percent worldwide. Email and voice channels are still used but aren’t always as effective. Even when using a mobile device, email communications can sit in an inbox for days and sometimes go straight into the spam folder. Voice communications aren’t always as effective as SMS because many customers don’t answer phone calls from numbers they don’t know, especially 800 numbers. SMS has proved to be effective because customers always have their mobile devices at their fingertips. Ninety seven percent of customers open SMS messages and 83 percent read them within three minutes.

SMS is often preferred because it’s easy for many customers to use and it’s convenient. SMS, when done in a compliant manner and when adhering to best practices, can benefit companies because it’s easy for customers to engage with them. If you have the option to provide an enriched experience and increase customer loyalty through SMS, why wouldn’t you?

Tags: Communication Strategy, Engagement Opportunities, Customer Service, SMS, Customer Satisfaction