Factors affecting B2B marketing While marketing is marketing across the board, and there are many similarities in all sorts of sales, there is a difference between business to business (B2B) marketing and business to consumer (B2C) marketing. The factors which influence the purchasing decisions of businesses are different to those which influence the everyday consumer. Here are 4 key factors which you should consider in your B2B marketing strategy. Businesses will likely stick to a product or service they trust Business owners and managers have a lot to deal with on a daily basis and searching for new products or service providers is certainly not something they want to add to their to-do list. This is exactly why, when you already have a B2B customer base, you need to ensure that you retain them. It's pretty simple. B2B marketing should always start with customer retention. Unless your products or service drastically drop in quality, chances are that your B2B customers will stay with your brand. If you have established a certain standard, you need to either maintain that standard or improve it. Every change you make to your product or service offering should be thoroughly tested before being released. You can’t run the risk of losing customers because what you believed would add value to your offering has actually detracted from the initial value. Businesses want it to be simple and easy If you’re trying to sell your product or service to a business, you need to make it easy for them. Business leaders don’t want to have to make more decisions than necessary. If you have a variety of services or products, offer them in packages. This way, the business won’t have to pick and choose what they want. Instead, they can pick the package which fulfills the majority of their needs. And, if they want to decide on each product or service that they’d like to make use of, allow for that option as well. Create results they can see Businesses are run with return on investment (ROI) in mind. This means that the average business procuring your services or purchasing your products needs to see results in order to buy into your brand. They don’t want to simply pay and hope it works. That is why, in your B2B marketing strategy, you need to create a way for your B2B customer to be able to see the results they’re paying for. They want to know that they’re receiving a significant ROI. If they can see the positive results of investing in your brand, they’ll most likely continue to purchase from you. Relationships are important in B2B marketing As mentioned, when it comes to B2B purchasing, businesses are likely to stick to a product or service provider which they already know and trust. Over time, a relationship is built up between the seller and the buyer and trust is established. This means that retaining your B2B customers relies on maintaining that relationship and ensuring the relationship you have with your customer is cared for with excellent customer support. Unlike with B2C, with B2B, you’ll likely interact with them on a regular or semi-regular basis. You need to ensure that this interaction is always a good experience. Managing your relationships with B2B clients is important since it’s probable that they’ll stick with you as long as they are happy with the customer service they are receiving. Maintaining relationships with clients can be as simple as sending regular B2B marketing messages with the latest product deals or the occasional discount code. SMS can be used in customer relationship management, and so can artificial intelligence, chatbots, and more. For more information, read this article on CRM and building brand relationships .

Advantages of AI in retail Back in 2014, Amazon launched predictive stocking ,  a move that truly demonstrated the advantages of artificial intelligence in retail. It was ahead of its time, heralded as “ pure genius ”. These days, savvy retailers are turning to an arsenal of AI-powered tools to enhance the customer experience. Algorithms already influence so much of the human experience, so it makes sense that the AI revolution is sweeping through retail. There are new applications of big data and machine learning, and retailers will have to evolve quickly to keep up. But it’s a push the industry’s been waiting for - 91 percent of retail executives told IBM that cognitive computing would disrupt their organization. It’s why 94 percent of those same executives intend to invest in the tech stack required to deliver better customer experiences. Cognitive computing for retail - Predicting purchases and forecasting demand Next-generation retailers must turn to big data processing and machine-learning models using cognitive computing for retail advises McKinsey , and there are already test cases across industries. Powered by machine learning, McDonald’s will store data about the products customers select and predict how these choices will influence future purchases, according to VOX . The digital menu displays will dynamically serve relevant meal recommendations to drive-through customers. The fast food chain certainly has enough data to learn from - it serves 68 million customers every day. By leaning into this type of technology, retailers can boost demand forecasts, too. Demand forecasting has had a patchy record in retail, and there’s at least a 32 percent error rate. That’s because there is a range of factors to consider. Relying solely on single indicators like sales, for instance, can paint an inaccurate picture. What if the reason your sales took a nosedive is because your business ran out of stock? One of the major advantages of artificial intelligence is that applications crunch a diverse data set, drawing on metrics like historical sales figures and real-time analytics to better forecast demand and optimize pricing. Humans can’t match that kind of processing power, writes CalculAI’s Prannoiy Chandran . Machine learning allows retailers to “identify patterns that humans and traditional forecasting tools would have missed”. Personalized product recommendations Beyond purchase patterns, AI can improve product recommendations. Personalized product recommendations will fuel bespoke customer experiences, predicts Deloitte: “An algorithm-driven user interface can provide product recommendations based on assessments of consumers’ buying patterns and product preferences, making the shopping experience more relevant, enjoyable, and satisfying.” It’s why AI-powered product recommendations increase sales, according to ZDNET . Leading retailers like Etsy are ploughing major investments into AI-tools that can deepen customer engagement. The online marketplace bought Blackbird Technologies to improve the discovery experience to match shoppers with more relevant products. “...Leveraging Blackbird’s technology, we believe we can enhance the buyer experience by making search quicker and easier and by surfacing even more relevant, tailored product recommendations,” said Chad Dickerson, Etsy, Inc. CEO. AI-enhanced customer support There’s no denying that the advantages of artificial intelligence are also transforming customer support. By 2020, 35 percent of customer service operations will involve virtual assistant technology, according to Gartner. While automated chat assistants can resolve routine queries, this type of technology also learns from new cases. Harness the advantages of artificial intelligence to elevate the customer experience Customers expect seamless shopping experiences across the physical and digital worlds. To survive - and thrive - in this shifting landscape, IT leaders must meet these expectations. Begin by identifying applications for AI in your organization. Our article on the advantages of artificial intelligence explores how AI-human partnerships can achieve business results in the modern economy.

How businesses can drive customer engagement Understanding your customers is critical to growing your business. And successful entrepreneurs agree that customer engagement fuels growth. “As an entrepreneur, your target audience is the lifeblood of your business, and it will not succeed if you don’t know them,” shares business storytelling expert Allie Decker . But, what if you're running marketing for a start-up? On a budget? Customer engagement doesn't come cheap. Companies across the world are pouring billions of dollars into market research. A focus group could cost you up to $6 000 . Let’s unpack a few ways to get to know your ideal customers so that you can provide value propositions that solve their problems. Data mining on Amazon Amazon's annual retail sales are over $200m in the USA alone. That is 49% of America’s total retail spend. That's a lot of revenue, but it's also a lot of data, and you can use Amazon to drive a customer engagement strategy with minimal budget/spend. Look at the best-selling books, for example, and examine the title, subheading, and descriptions. These will tell you more about the services and promises people are searching for. In this piece for Conversion XL , Jennifer Havice breaks down how you'd parse through Amazon product and book reviews to step inside your customer's mind in order to write compelling ad copy. You can use the same system to pitch directly to your clients. Havice suggests paying close attention to: phrases that speak to the reviewers’ wants and needs phrases that tap into the customers’ concerns and pain points Next, copy your findings into a Google Doc . Study the copy and pull out recurring themes. Now you can go to your customers with the right value propositions. JotForm founder Aytekin Tank discusses how Slack built a multi-billion dollar company by defining its "true value" . In 2013, Slack CEO Stewart Butterfield outlined his vision for the team collaboration tool weeks before its release. Notice how Butterfield doesn't focus on product features, but on the transformation that it promises. "We’re selling a reduction in informational overload, relief from stress, and a new ability to extract the enormous value of hitherto useless corporate archives. We’re selling better organizations, better teams." Consider what type of transformation you're selling. Ship it when it's good enough Legend has it that the team at Google were demonstrating their AJAX-powered map solution to the internet giant's bosses. The team was happy with its prototype but wanted more time. Larry and Sergey, according to Silicon Valley folklore, said: "It is already good enough. Ship it." That's according to this piece by Eric Ries : "The team complied, despite their reservations and fear. And the rest is history: Google Maps was a huge success. This success was aided by the fact that it did just one thing extremely well – its lack of extra features emphasized its differentiation. Shipping sooner accentuated this difference, and it took competitors a long time to catch up." Joel Gascoigne, the founder of Buffer, conveys a similar experience : “After the first paying customer, I took a step back, acknowledged that as a major milestone and decided a slight shift in focus was required. As a developer, it is easy to pile in more features at that point. I knew it was time to focus on marketing and further customer development...This has been a valuable lesson I want to take forward: when the signal is there that the product is good enough, shout about it!” The concept is a component of the lean startup methodology , premised on a "build-measure-learn feedback loop". The idea is simple: Build a minimum viable product (MVP) that solves the problem Begin the process of "validated learning" Adapt your plans "incrementally, inch by inch, minute by minute" Ben Kaye, in a Vision Critical post , says this form of customer engagement will "help prioritize what features to build and will distinguish focused, practical, and actionable ideas". Surveys are great but sometimes they're all lies Surveys can help your business grow, but they can also be a waste of time. We lie, we forget… or, we're just trying to be nice. But there are ways to possibly correct these quirks by adjusting your survey design by incorporating Joshua Lisec, a best-selling ghostwriter and TEDx speaker’s, recommendations for framing questions around the customer journey. Here's a summary of Lisec's approach: Awareness stage Before you knew about us, what did you do to obtain the service you're seeking? Was there anything you didn’t like about that solution? Consideration stage What was the hardest part about finding the right solution? What frustrated you about the search? When you first started investigating, what were must-haves? Did you notice any red flags? Action stage Fill in the blank, “I chose your company because ___.” The good news is that, if you’re on a budget, there are services that will enable you to source feedback cheaply. Crowd Insight by Gadget Flow puts your product in front of buyers for feedback on the product page. Here's a sample report . Customer-centric marketing Customer engagement doesn't come to a halt once you're in business. Neil Patel, recognized as one of the most influential entrepreneurs and online marketers, confirms that you need a "customer-centric" marketing campaign. "Putting your customers’ needs first can help improve relationships with your audience and retain customers. This is because customers like to feel like they’re being given special treatment... 90% of consumers found personalization appealing, while 80% said they’d be more likely to do business with a company that offers personalized approaches." The idea here is to listen to your customers all the time . Thanks to the internet, not only can you listen and learn, but you can help solve customer problems. Use tools like Mention and Hootsuite to monitor relevant terms for your industry and brand. Customer engagement doesn't have to be complicated or costly, for that matter. It's as simple as an ongoing two-way exchange between you and your customers. If you want to measure how your customer engagement stacks up against industry trends, read our recent article on the factors shaping customer experience .

SMS marketing in Australia Tech leaders will be painfully aware of the ever-changing trends influencing the modern marketing environment. In Australia, like in many countries, customers are active on several different platforms, and they expect brands to meet them there. If you’re investigating in cost-effective communication options with broad reach, SMS marketing remains a reliable and relevant platform. The state of SMS usage in Australia As a nation, Australians have embraced the mobile evolution with ease. Smartphone penetration now stands at 89 percent, according to Deloitte’s Mobile Consumer Survey . Unlike many developed nations though, the majority of Australia’s smartphone users don’t believe they use their devices excessively. Only 39 percent of the survey’s respondents think they’re developing an addiction to their phones. Australians are keeping up with the pace of mobile innovation too. Just under 40 percent indicated they would switch to a 5G network as soon as it becomes available. But, despite the introduction of new forms of mobile communication, Australians haven’t abandoned SMS at all. Data shows that over 80 percent of adult Australians have sent an SMS in the past six months, according to figures attributed to the Australian Communications and Media Authority (ACMA). That’s compared to 57 percent of mobile users who were accessing messaging apps during that same year. Two decades later: the staying power of SMS There are a few reasons why SMS remains a compelling addition to any company’s martech stack even 25 years after its launch . In an era where email open rates continue to dwindle, SMS offers an open rate of over 90 percent. That’s why it plays a key role in a solid client engagement strategy. And while organizations have a wealth of marketing technologies to choose from, different applications don’t always play nicely together. A tool like our SMS Platform can be easily integrated into existing applications, CRM systems or websites. SMS marketing in Australia SMS marketing in Australia has applications across industries, from client engagement strategies in finance to improving vigilance in healthcare. Researchers conducted a study at 10 practices in Western Australia. As seasonal influenza vaccinations began, the team studied the impact of SMS reminders on the rate of vaccinations. Children whose parents received an SMS reminder were twice as likely to be vaccinated. Because SMS is one of the most secure channels, the financial sector is incorporating SMS into its client engagement strategy. Bank Australia offers SMS alerts for a range of triggers: Deposits into client accounts Debit orders Account balances which fall below a preset limit Clients can also text a special code to the bank for on-demand requests. HSBC offers a business text message banking service that comes with a free weekly statement straight to customers' mobile phones. And, the Commonwealth Bank of Australia keeps consumers updated with new products as part of its SMS marketing strategy. Another example is how the National Australia Bank fosters client engagement by reminders of credit card payments to their customers. Using SMS marketing in Australia (or globally for that matter) to maximize client engagement Running a successful SMS campaign works best as part of an omnichannel strategy. Ensuring that your customers have a seamless experience across devices will yield the highest return on your investment. In addition, obtaining consent from your customers is crucial. The ACMA takes a hard line against SMS spammers, frequently fining offenders. To derive the biggest gains from SMS marketing, focus on creating a personalized and meaningful customer experience. Read our article on conversational SMS to find new ways to delight your clients.

Define CRM requirements CRM has evolved significantly since its beginnings as a collection of handwritten notes and Rolodexes , and during that evolution, something’s gone awry. Companies wanting to retain, and delight customers must outline shared goals and CRM requirements. About one-third of CRM projects fail, according to an estimation by CIO. Kate Legget, Vice President and principal analyst at Forrester, writes: “There’s a very large graveyard of failed CRM projects...The cost of poor CRM adoption is twofold: underutilized investment and unmet business objectives.” Despite its problems, CRM has grown into the world’s largest software market . Effective CRM can increase customer satisfaction and generate more sales.  So, it makes sense to learn about how to define the best CRM requirements so you avoid the most common pitfalls. Encourage CRM adoption with shared goals Thirty-eight percent of executives who worked on failed CRM projects blamed “people issues” for their problems, according to research from Forrester and CustomerThink. Slow user adoption, a lack of buy-in, little co-operation between marketing and sales, and uncertainty over who “owns” the CRM can all cause your CRM to come crashing down around you. A successful CRM deployment gets buy-in from top management and all customer-facing employees. Work with teams to identify pain points in their department's customer engagement cycle to inform your CRM requirements. Once you know what you want to achieve, unite the teams around a common goal: improving customer satisfaction to increase sales. Bain & Company recommends ongoing monitoring of the CRM solution and its impact. Measure the effect the CRM has on customer profitability and share successes widely to encourage continued use of the platform. Data-driven CRM strategy Come closer, we’re about to let you in on a CRM secret: it’s only as good as the data you put into it. You probably knew that already, but dodgy data practices and poor collection and analysis are among the most common reasons for CRM failure. To gain value from the data, it needs to be analyzed and integrated, and you need to know what you want to accomplish with the insights. Increasing buy-in will also encourage more staff to enter the data. A tool like the Clickatell SMS Platform can be easily integrated into your CRM strategy to fuel your data collection. SMS messages are tracked and stored, feeding into your overall data-driven strategy. Technological difficulties A rigid focus on the software, instead of what it enables will cause your CRM to falter. Deploying a CRM system successfully means effort must be made to guide the user through the features and benefits. While the CRM feature-set gives teams new abilities, you need to keep your CRM requirements simple. Use only what you need to accomplish tangible, quick wins. A campaign to focus on automating repetitive and routine tasks is better than forcing users to engage with complex systems. Clickatell’s SMS Platform can be easily integrated into existing CRM systems and built into websites. From here, you can easily automate updates like product tracking alerts, customer loyalty messages, and incentives. This is an example of how customers and employees can benefit immediately from the CRM system. The right CRM systems can power your business success. Bring your team together with the shared goals of improving customer loyalty and increasing sales, and choose a platform that’s simple, affordable and aggregates useful data. Clickatell’s SMS platform meets these CRM requirements. To learn more about how to offer the best customer experience in your industry, read our article on the industry trends.

Customer engagement strategies We’re surrounded by data. Brands that make sense of this swirl of information can build a compelling customer engagement strategy. More businesses are moving to capitalize on the power of big data sources. A CMO survey found that the percentage of marketing budgets allocated to analytics will increase by 198 percent over the next three years. Consolidate the data The first step to building a data-driven customer engagement strategy is – you guessed it – collecting the data. Each engagement in a customer’s purchasing journey adds to the dataset. In addition, thanks to the Internet of Things (IoT), billions of devices are connected, collecting data, and fuelling an influx of digital intelligence. Plus, the audience signals are endless: search intent, videos viewed, and articles read. Kitewheel’s State of the Customer Journey 2018 report shows the number of customer touchpoints online is skyrocketing – driven by a surge in ad tech and IoT. To use this data effectively, start with an assessment of your analytics production. Consider the type of first-person data you can access from multiple sources. There are web and app analytics, CRM, email marketing lists, billing, and loyalty programs. Once you've started collecting this data, use a tool that meets your security and data integrity requirements. Integrating the data into a central stack will eliminate the time-consuming task of stitching data from various data silos in the future, and ensure you’re operating from a Single Source of Truth. Simplify and share the insights A fragmented approach to data makes it hard to unite the organization around shared goals, and complicated datasets are virtually useless. Translate the data so that everyone understands; teams can then make customer-centric business decisions. The Mall of America allows tenants access to the data dashboard. When trends showed mall traffic spiked during cold weather – driven by early school closures –  tenants adjusted staffing levels. Analyze, test, and personalize Once you’ve stored and structured the data effectively, leveraging it becomes your competitive advantage. Some big data tools let you predict customer behavior in real-time to deliver relevant content, and product offers. Data-attribution modeling will even show you which channels have the most success. Sprint, a US mobile network operator, mapped the customer conversion journey , tagging all touchpoints.  The Sprint team reviewed the effective cost per acquisition (eCPA) for mid- and upper-funnel marketing tactics, including paid search and programmatic display, to determine the channels and ads that led to conversions. Conversions increased by 39 percent and CPA decreased by 60 percent. Companies are also using ad tech to serve targeted ads, personalized lead nurturing and, timely customer engagement experiences in the moments that matter. Using first-person data , Philippines airline Cebu Traffic Air targeted users who looked at posts about tips for traveling to a specific region. They hosted dynamic ads that included a flight search API so that the customer could perform a flight search within the ad. They increased conversions immediately. Marketers are already coupling machine learning and data analytics to personalize online advertising, according to a 2018 global research study from the International Data Corporation . As this report shows , machine learning is being applied to all areas of creative content production: Sixty-seven percent of marketers use machine learning to personalize headlines and advertising copy. By 2020, 64 percent of marketers predict they’ll be using machine learning to optimize message targeting. Getting the most out of your customer engagement strategy A customer-centric approach, rooted in data, lets you anticipate consumer needs and makes sure you’re ready to meet them as you plan your customer engagement strategy. Because if you don’t, someone else will. Read our recent article for more on how the IoT can help increase customer engagement and build better business solutions.

Best customer service solutions Customer service solutions have changed drastically over the years. It’s gone from face-to-face interactions to self-service, each with their own set of pros and cons. In-person communication is usually frustrating when you can’t meet your customers’ needs in the moment. And self-service cannot always offer your customers the personalized and humanized approach they want and need from your business. While it might seem like you cannot “win” with your customers, you simply have to choose a communication platform that helps you to achieve your company’s objectives. For instance, if your main priority is to increase sales by means of an easy-to-use tool, then self-service will work best for you. And if you thrive on creating personal relationships with your customers, you’ll likely want to work on a better customer-facing approach that fulfills your business needs and keeps your customers satisfied. According to this Forbes article , “it can cost five times more to attract a new customer than it does to retain an existing one.” So many companies choose to focus their energy on acquiring new customers and experiment with new techniques that they forget to focus on their existing customers. Rather than trying to keep up with every type of platform, focus on the one that works best for your business. It’s important to note that your target audience has a major impact on the type of communication you use. For example, some older generations still prefer having a conversation via the phone or in person, whereas younger, millennial customers couldn’t think of anything worse. Nowadays, time is precious and there are so many other ways to spend your time than by having to “waste” it speaking to customer service agents. Therefore, tech-savvy customers will rather choose self-service over any other interaction. If you want to find the best customer service solutions for your business, here are a few options: Adding a humanized approach to your business Regardless of your product, service, or how your customers choose to receive their information, you need to understand that customer communication needs to be personal. At some point in the cycle, it needs to include emotion, tone of voice, and more physical elements. And this can only be achieved through actual verbal or face-to-face communication. In these situations, online, real-time solutions are certainly important, but you need to focus your energy on building a strong offline presence too. Which doesn’t only mean in-person. Customer service solutions, such as Clickatell Touch , can offer your customers an always-online presence after hours. For example, if your customer wants to make an appointment with an agent or employee in person, they can cut out the middleman by quickly securing a meeting online via Touch chatbot, Facebook or website chat, and your business will be able to reply promptly. Leveraging digital solutions to support your team Advancing your businesses’ communication channels means that you’ll be able to speak to your customers whenever and wherever. This can be done through chatbot technology or bulk SMS . Both Clickatell Touch and SMS Platform can be used in different instances, depending on the type of communication you want to send and receive. You can also extend your offering to social media, where any messages received from your customers will arrive in one easy-to-use web interface. Should you be communicating with people who are not necessarily active on social media, your SMS messages will reach them whether they’re online or not. If possible, set up an in-app opportunity such as a website chatbot or a messaging solution for customers so that they don’t have to juggle many different applications before they’re able to speak to you or pay you. And Clickatell Touch makes all of this possible in a few easy steps. Enable your customers to service themselves The beauty of innovation means that customers are now able to attend to their own needs when you enable them using tools such as Touch. On-the-go customers will appreciate this type of communication since they’ll be able to complete their tasks and customer queries in their own time - quickly, and without hassle. Whether they have a question or an item that needs to be returned, they should be able to submit their question and receive an answer in real-time. This way, customers can also leave the chat and return to it at a later stage. Everything is on their own terms, which is exactly what customers want. Consistency is the answer to the best customer service solutions The best customer service solutions include all three, but of course, it depends on your goals and where your content is in the sales funnel. Customer service is no longer about you, but about your customers. And, in order to keep your customers happy, you need to communicate with them on their preferred platform. Whether you want to focus on offline or online communication, SMS will always benefit both because it is a powerful marketing and communication medium for any type of audience. Clickatell Platform can help you to reach customers however you choose to connect. To see how our SMS platform is the ultimate customer service solution, read more about the SMS features we can offer you .

Omnichannel marketing in retail Businesses want to win the approval of customers. As a business owner, you know that appealing to the people who are going to spend money to buy your products and services is incredibly important. And the one value-add you know that today’s shopper wants, often far more than all other customer service offerings, is an omnichannel shopping experience. Omnichannel ensures that every touchpoint with your business provides the same experience for both your existing and potential customers. This means that whether they’re stepping into your brick and mortar store or clicking onto your website, opening your newsletter or interacting with your business on social media, the experience will be seamless and the same. Customers no longer interact with businesses on one level, making use of one channel. The marketing analysis, market research , and market trends have made it clear. There’s no doubting that customers interact with businesses via multiple channels. Irrespective of your target market, market segment or even market size, customers tend to complete research on your business ahead of purchase by interacting with it by visiting a number of channels. And your customers are usually well aware of all that research they’ve completed. At other times, they’re unaware. They’ve seen your brand’s marketing materials or even had a real-life conversation with a friend about your offerings. Throughout that journey from research to buying, they want everything they see to be consistent. The same products, visuals, and marketing messages. Everything. We’re living in a omnichannel world, is your business omnichannel? You’ve looked at your competitors and conducted a competitive analysis. You’ve studied their strengths and weaknesses. You know that your offerings are superior. After all, why else would you be doing what you’re doing? The only task left on your to-do list is to ensure your omnichannel offering is up to scratch. So, here are some tips to up your omnichannel game. Ensure all of your channels have the same information: There are few things as frustrating for a shopper who’s keen to spend their money than to find several channels offering different information for a brand. What are the available specials? What are the product sizes and prices? That is simple information which your customers expect to find and should be able to access easily. They want to start engaging with your brand on one channel and pick up seamlessly on another without having to start their purchasing process again. For instance, a customer might start adding items to their cart while browsing using their smartphone. Later that night, while using their desktop computer, they might be reminded of their browsing earlier in the day and choose to complete their purchase. Make sure your merchandising information is accurate in real time: What could be more maddening for a customer than to order an item online, only to receive a phone call a few days later saying the item is out of stock? This should never be allowed to happen. Product inventories must always be kept up to date, to the second. Offer product suggestions: You have all of your customers’ data. You can access their buying behavior and browsing habits. You are able to see that one item they keep returning to, day after day. Why not send them an SMS with a discount code? That code could be all the encouragement they need to finally press that “buy” button. As much as this is all about creating the ideal omnichannel shopping experience for your customers, it really is just about providing customers with the products they want to purchase, in the way they’d prefer to purchase them. And what customer doesn’t want that? If you're interested in reading more about how omnichannel can be used in ecommerce, read our recent article on the topic . It discusses why omnichannel is effective, what the perfect omnichannel experience involves, and how to implement an effective strategy. Basically, it’s the ideal guide for every business owner who’s keen to dip a toe into the waters of omnichannel. Now’s not the time to hesitate. Now is the time to dive right in.

Chatbots in the airline industry There are so many new airlines out there these days. The days of just one airline are a thing of the past, along with smoking on board and dressing up to fly. And because of the intense competition in this sector, the only way an airline can be sure of repeat business is to ensure customers enjoy their experience with the brand. How can airlines do this? By constantly improving their customer service. And the most effective way to reach your customers and leave a lasting positive impression? Without any doubt, it'll be by making use of technology - including bulk SMS marketing. A recent study by consulting and strategy firm Accenture found that embracing digital could be the key differentiator in this “hyper-competitive market”. Digital has the power to change the way that airlines operate, the study said. “Digital enables a new level of data-driven collaboration across all airline functions collectively – connected people, processes, technology and culture to deliver a more seamless customer experience. “To really compete, digital innovation must touch every aspect of the airline business, evolving 'digital strategy' into 'business strategy'.” It’s clear then that airlines need to fully embrace digital and not just see it as an optional extra. Here are some tips on how they can do just that. Bulk SMS marketing in air travel Everyone who has taken a flight in the not too distant past knows the stress of delayed flights or changes to the schedule. This can be incredibly stressful for travelers, who often place blame on the airline despite the possibility of responsibility falling elsewhere. It's in moments like this that bulk SMS marketing can be incredibly useful. SMS is by far the easiest and most cost-effective way to keep customers informed. Many airlines have already started sending out bulk SMS messages to passengers whose gates have changed or flights have been delayed. It’s also a useful tool for check-in reminders. These messages are low in cost but have massive benefits for improving customer service which will likely lead to an improved rate of repeat bookings. Our SMS Platform is an example of a solution which allows any business, including airlines, to SMS-enable any application or website, and facilitate international two-way messaging. SMS Platform is the ideal way to reach your customers whenever and wherever in the world they are – ideal for both airlines and travelers. Airlines and chatbots Many airlines have adopted chatbots with great success. A chatbot is able to help travelers with simple requests far faster than an employee would be able to. In addition, the cost to operate a chatbot is much lower than to pay multiple contact center staff members. Its ability to answer commonly asked questions quickly and knowledgeably, based on scores of previous interactions, makes it the technology offering that airlines didn’t know they needed. When adopting new technology, it’s essential that airlines do it in the areas which matter most to customers – arriving at their destination safely and on schedule. The previously mentioned study says: “What is the value of receiving a favorite welcome cocktail, mixed exactly to your liking when your bag is not on the flight with you, or the plane is delayed because line maintenance was informed late of a defect?” Well, that cuts to the point, doesn’t it? There is little reason to be overly concerned about adopting technologies unless they truly benefit the customer. And by embracing technology, like bulk SMS marketing and SMS Platform , airlines can ensure that no customer connection, both literal and figurative, is ever lost again. If you’d like to read more about the technology which airlines can adopt, including big data, have a look at our recent article. It discusses how the use of big data is taking the travel industry to new heights . You could say it’s an example of technology adoption that’s really taking off.