Gone are the days when only a few people have mobile phones. Now, no matter where you turn, everyone is either scrolling, texting, calling, or playing with their cellular device. According to a data released by Flurry last 2017, Americans spend a minimum of 5 hours per day using their phones. 92% of these U.S. consumers rely on social media, SMS messaging, and entertainment. Whereas, only 8% used web browser for searching.
The evolution of technology has also paved the way for businesses to use this medium in engaging with customers. SMS messaging or text messaging has been a staple marketing strategy that companies rely on. More free chat applications are getting out in the market. Therefore, businesses have found a better way to contact their customers.
If you want to find out more about the use of SMS for customer support, then keep on reading. We’ll break down to you the definition, benefits, and tips when using this channel.
SMS Messaging For Customer Support
SMS messaging or simply known as texting has been around since 1992. This powerful medium for customer support is used in communicating with customers in the absence of a face – to – face interaction. Also known as business texting, this process involves sending news, updates, promotions, and other information to your patrons.
According to Power Reviews, customers need to opt – in just like an email marketing subscription. The reason behind this is to allow brands to send alerts to the consumers’ respective phones. As to why SMS messaging is widely used for customer support relies on the channel’s ability to capture attention. In a study reported by Gartner, SMS messaging open rates at 98% while emails are only viewed at 20%.
“SMS remains an effective, yet underutilized, mobile tactic among marketing leaders and is particularly valuable when used in conjunction with mobile techniques such as wallet, web and native applications to orchestrate a deepening level of customer engagement,” said Charles Golvin, research director, Gartner for Marketers.
Benefits of SMS Messaging For Customer Support
SMS messaging is an effective and competitive marketing strategy to engage more customers. However, a study showed that only a small percentage of businesses actually use this. In Gartner’s 2016 Digital Channel Survey, it has been found out that texting is one of the top 4 most used mobile marketing tactic. However, 61% of mobile users surveyed, don’t use it. For the companies, one third of them have no plans to invest in it for the next 12 months.
But SMS messaging has a huge scale of potential benefits when it comes to customer service. Here are some:
Reach A Wider Audience
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Given that almost anyone has a phone in their pockets, you can reach a wider audience through SMS messaging. 5 billion people (65%) of the world’s population are sending and receiving messages. Therefore, the demand for this channel is relatively high. Unlike other marketing strategies which rely on a smartphone and internet connection, texting doesn’t need much. SMS messaging will not ask individuals to download files, or install applications. A cellular data is also not needed just to have access to customer service. Also, an individual whose phone is keypad based, can still be reached by companies.
Moreover, eWeek reports that 52% of their respondents preferred to talk to a customer support via text. The same percentage also prefer SMS messaging when communicating with customer service compared to their current mode of communication.
\”In today\’s world, consumers increasingly prefer texting in both their personal and business lives, and they are clearly seeking text conversations as a fast, efficient customer support option,\” Meredith Flynn-Ripley, founder and CEO of HeyWire Business, said in a statement.
Promotes Faster Conversation
Customers don’t like the idea of waiting too long for a response coming from customer support. Example of this is when they spend too much time on the other end of the line. Or when they check their emails every once in a while but there is no new message. A slow communication between customer support and consumers can poorly reflect the company.
“The research highlights what many of us feel today—no one has time to wait. Customers are expecting real-time responsiveness to their support issues and want solutions that provide immediate answers,\” Ripley furthered.
But with SMS messaging, faster conversation and two – way communication is promoted. Texting is fast, simple, and reliable. When sending out promotions or reminders to consumers, it only takes an approximate 90 seconds for the latter to respond. This then provides an avenue to increase traffic and sales.
Texts vs Calls and Emails
According to a recent study, almost two thirds (60.8%) of their respondents ignore emails at work. Because emails are often not viewed, sending out text messages can be a better option. Moreover, call based customer support is time – consuming. It also adds to the fact that sometimes information exchanged are not properly understood. But with texting, you are looking at accurate messages, free from interruptions.
From the customer’s point of view, 78% of them wished that they could have text conversations with business. The rationale behind is that only 14% of calls made to companies are answered immediately without being placed on hold.
Not only can customers seek faster help when they need it. But this medium also gives them their own record of the conversation. Unlike calls, only the agents have access to the recorded speech. In addition, texting respects the privacy of the customers. There are those who need to make call to their health care provider. But sometimes, this type of communication can’t be avoided when a person is outside their home or in public place. It might not be the case for everyone. Still, some feels awkward to have other ears listening to a private matter.
Cost Efficient
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t doesn’t cost a fortune to provide customer support via SMS messaging. A Forrester Total Economic Impact study reported that the average customer support call costs around $16. Whereas, the chain of text message is only at $1 to $5 per interaction. If sending messages to a lot of people, the price may spike a little. But it is still relatively lower compared when calling a hundred people.
From a marketing point of view, SMS messaging is also affordable to get across your message to the respective audience. Out – of – home advertising, a Facebook ad spot, and other mediums need a huge budget. So, if you are just starting out with your company, one of your best resorts is using texts.
Tips When Using SMS Messaging
As discussed above, SMS messaging for customer support is a very effective tool. However, despite its simplicity, you need some tips to make this channel work even better. Here are some of those:
Know Your Goal
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Not because you can send messages whenever you desire, means that it is correct. Text messages are intended for customer support. But one must still know the specific goal that you want to achieve. Knowing what to expect at the end result is vital when constructing messages for your audience. Hubspot listed some top objectives that your company can think about:
- Cost Reduction
- Employee Productivity
- Customer Satisfaction
Although these three can be your goals, choosing one at a time is vital. This way, all your strategies are aligned. Also, you’ll get a clearer and more specific picture when analyzing the effectivity of SMS messaging.
Be Personal
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Text messages are personal communication between friends and families. There, you can freely say whatever you want and get the same type of response. When customer service is utilizing this platform, they tend to be too hard on automated messages. These type of messages are those created without the need for an agent to get involved. Aside from having a specific look and feel, automated messages can also be too “formal” to the point that it sounds boring.
You don’t want that to happen to your texts. And so, balancing automated with personal messages is something you should look at. On the other hand, when an actual agent is responding or sending SMS messaging, their is a “human touch” included. This may sound silly. But still, your customers may feel more comfortable around a customer support that they can vibe with.
This does not mean that agents should be disrespectful and unprofessional. Rather, customers should feel the same treatment they get when calls are made to customer support. Include greeting whenever possible. Do not just jump directly to the concerns that need to be addressed. If you can, call them on first name basis. It may not look much but it actually sets the mood for a conversation that is just relaxed and friendly.
Moreover, you can also utilize the use of emojis and other text characters. Purely written text is a soar to the eyes. So, incorporate a few related emoticons every once in while. Not only will your messages look better. But it can also get the attention of customers and make them remember you.
Go Beyond Self Promotion
To make your company known to more people maybe a solid agenda of most customer support when using SMS messaging. Nothing is wrong with this. However, purely making your business known can be a little off. Instead of constantly sending messages to visit your shop, this medium can be more useful to you and your company when you incorporate some services.
Texting can be used to send reminders to your consumers. In this day and age where everyone is occupied with so many things, a simple doctor’s appointment can be missed. So, you can use this in your advantage. Customer support can send out appointment reminders a day or hours prior to the schedule given. When a customer missed their chance, you can also offer to reschedule their appointment in their most convenient day and time.
Another thing you can utilize SMS messaging for is by asking your consumers’ feedback. Since texts are more read, you can get a good amount of responses for your surveys. Furthermore, seeking feedback via messages is simpler compared when done via calls. Patrons just need to type and send a certain word or number response. No other complicated tasks such as opening a survey document.
Furthermore, your customers can also be encouraged to send negative feedback about the business. Since texts are less awkward than calls, they will feel more comfortable saying their concerns. On the plus side, you will receive a more honest result.
Partner With Experienced Providers
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When a plan is already set, the next thing you need to consider is the right SMS solutions provider. Now, there are various considerations such as the features, experience, and support that these providers have. According to EZ Texting, you can evaluate them through the following questions:
- How difficult can you get started with their platform?
- Can they provide proper support for your needs?
- What are the type of features that they can offer?
SMS messaging have long been existing even before social media came in. But despite this fact, not all companies are maximizing the potential of this channel. You have mastered SMS messaging for customer support through this article. Now, we hope to see you utilize this tool. After all, you want to reach as many consumers as possible and grow your business, right?