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Brands should utilize SMS to stay connected to customers

Mobile Marketing - Member Content

Nick Millward, VP of Europe at mGage, looks at the importanrt role SMS can play in keeping customers and employees informed during the current crisis. 

As COVID-19 continues to cause worldwide disruption, mobile messaging has become an even more vital communications channel in today’s world. Organizations must have a reliable way of keeping in touch with consumers, contacts, and employees.

Mobile messaging is a form of communication that many people know how to use, regardless of their demographic, and it has an immediacy that is needed for delivering messages during these difficult times. With 97 per cent of people using a text-based messaging service daily, brands must look at embracing this method as a way of staying connected to their customers during these extraordinary times.

At times like these, with more people working from home, businesses have a responsibility to effectively and efficiently communicate with their customers. According to global communications firm, Edelman), 65 per cent of customers are basing their future purchase decisions on a company’s response to the current situation, so getting it right is going to be vital to maintaining customer relationships during this period.

Brands can utilize SMS messages to ensure that critical broadcast messages reach as many people as possible. With a 98 per cent open rate compared to just 20 per cent for emails and 98 per cent of messages being read within two minutes, SMS is an ideal choice for the efficient and reliable delivery of key updates.

As we continue to social distance, and certain industries struggle to keep up with high levels of call volumes, SMS & RCS (Rich Communication Service) messaging can support customer services by acting as an alternative form of contact. By using text to call-back, or deploying a chatbot with quick send responses and suggested actions, SMS can help take the strain off call centres.

These channels can also boost an organization’s operations by updating people on new processes that have been embedded, such as new opening hours or queuing systems at supermarkets, as well as notifications of any appointment changes or delays to deliveries.

Even more important is to keep staff morale high in what is an isolating time – employers could use SMS messaging to send welfare advice, working from home tips, or updates to working practices, to ensure that staff are kept as up to date as quickly as possible and are aware of any changes that may impact them.

There is no denying the importance of communication during periods of crisis. The reach of mobile messaging makes it an excellent channel for interaction during this time, helping ease the uncertainty and ensure that customers receive the highest standards of service possible in the most accessible way.

You can access the mGage COVID-19 Business Toolkit here.

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