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The Cell Phone is the Fastest Route to Your Customers

Close customer relationships are a must for successful companies. As increasingly personalized customer dialogue paves the road to stronger customer relationships, companies see more sales and better business. This dialogue should run throughout the entire customer journey.

That means that customer dialogue will take place in multiple channels. The mobile phone has a unique position in this marketing mix. All consumers have a phone that they carry with them almost all the time, wherever they go. At home, at work, out and about –  marketers, business developers and account managers use mobile phones to communicate with individual customers. This makes mobile dialogue a natural cornerstone of any company’s multi-channel strategy.

In parallel with mobile apps, web services and email, SMS is a tested and proven communication channel. Customers and businesses alike benefit from the reliability, simplicity and efficiency of SMS, and businesses really benefit from the global standards that make it such a pervasive channel. There are many ways text messages can develop your company’s customer relationships and business; SMS is an ideal channel for engaging new customers, increasing direct sales, and building long-term customer relationships.

customer interaction spiral

Engaging New Consumers With Mobile Phones

Many companies use billboards or television advertisements to generate interest amongst consumers. The challenge is that the step from noticing an interesting ad to taking action (whether that be making a purchase or getting in touch with the company) can be prohibitive. When an SMS short code is combined with these traditional advertisements, however, that threshold is dramatically lowered. Marketing departments who work with text messaging campaigns can use the channel to increase the impact of their other marketing resources.

Convert Consumers into Customers

Cell phones communication should be a standard channel for converting new customers, regardless of your industry. With SMS it is easy to order and purchase services directly through consumers’ phones. Taxi companies allow customers to book fares via text; bus and train companies use SMS to sell and distribute tickets: parking services let their customers to pay for parking via SMS.

Retail and e-commerce businesses use text messaging to send targeted offers that increase in-store traffic, speed up purchasing decisions, and increase conversion rates. In industries where pre-booked appointments are common, such as the banking and financial sectors, text messages are often used to confirm and remind customers of their upcoming appointments. Receiving mobile meeting reminders provides value to your customers, and also reduces your company’s incidence of missed appointments.

Develop Customer Relationships with Relevant Information

A customer relationship does not end with the purchase – it only begins there. One way to continue building the relationship is to provide updated and relevant information via SMS throughout the entire customer journey.

E-retailers, as well as more traditional over-the-counter retail service providers are facing the same challenge. It’s what happens after an order is placed that determines how the sale is experienced. All things being equal – to have fast and high precision delivery has become the most important competitive tool. Text messages make it possible to keep the customer informed of where their product is throughout the delivery process.

The travel industry provides updated information on hotel reservations, tickets and departure information by SMS. Mobile and energy companies can also give updates on operations in this way. Car companies can advise their clients on their annual service. Dentists, family doctors and vaccination centres can remind their patients that it is time for a visit. Quick and easy information sent directly to the customer’s mobile is greatly appreciated by customers across the board, as long as it is personalized, relevant, and delivered in the right context.

Build loyalty and generate additional sales

Customer clubs and loyalty programs are established tools to nurture and develop customer relationships in many industries. Today, there are more and more digital customer clubs being founded as a cost-efficient and environmentally friendly alternative to a physical membership card and postal mailings.

The possibility of integrating an SMS service with the company’s CRM, or campaign management system makes it easy to tailor communications to different consumer segments. Promotional offers, event invitations and information about new products can reach hundreds of thousands of customers at once. Individualized promotions and loyalty schemes can also be targeted to selected customers with pinpoint accuracy.

SMS can also be used to gauge the status of the customer relationship through rapid and simple surveys. Send a question to directly monitor a purchase or service contact or to continuously collect information about customers’ needs and expectations.