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SMS has become many people’s preferred method of communication, both in their personal and professional lives. A recent poll found that 64% of consumers would prefer to use SMS than voice calls to resolve customer service issues. In addition, it was found that 77% of consumers aged 18 to 34 were likely to have a positive perception of a company that offered support via SMS. A massive 81% of consumers agreed they found it frustrating to be stuck at a computer or landline telephone for customer service assistance.
If you want to use 2 way SMS to communicate with customers (or you’re required by law to do so), there’s a right and a wrong way to use it. So get it right by keeping these tips in mind:
90% of recipients are likely to read SMS messages within three minutes of receiving them, according to mobile insights specialists, mobile squared. In the event of their responding to your SMS, you need to make sure you can solve customers’ problems or queries fast and effectively. They’ll be pleased with your service – but delayed replies will only lead to increased frustration.
Customers expect marketing content to be relevant to their lives – specifically, where they are, what their needs are and what they’re interested in. You’ll lose customers fast if you send information about special offers only taking place in another city, for example. Remember to strike a balance between personalizing content and becoming too personal or familiar.
Once you open up a 2 way SMS messaging channel, you’ll likely find that customers are keen to engage. Expect queries, follow-up questions and requests for assistance, and ensure that you have the staff available to respond. Most importantly, make it someone’s job to respond, rather than everyone’s or anyone’s. This is the kind of CRM task that needs to be specifically assigned to an individual or a team to ensure that responses happen promptly and satisfy your customers.
Technology can be used to monitor incoming messages and provide standard answers to easy questions (for example: On what date should I settle my account?). But prompt, personalized responses are more rewarding, and prompt person to person replies for more complex questions will increase customer satisfaction.
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