Short messaging service, aka texting, for customer service, uses specialized software to send information directly to customers or constituents. The theory is that customers get faster and better responses, though the wrong campaign can end up having the opposite effect. We’ll look at the best practices for SMS campaigns, so you can get the most from every interaction.
Intro to SMS Campaigns
The most well-known SMS campaigns are typically done on a mass scale. For instance, you send out a text message to everyone on a list about a sale on your products or services.
If you’re using your SMS application programming interface for customer support or satisfaction, the tactics can vary based on what you offer. If you want to do a mass texting campaign, you might lean toward sending out a general survey about a client’s experience with your brand. And since people can be busy or forgetful, you may send SMS reminders through the SMS API of your choice to remind them to fill out the survey.
Benefits of SMS Campaigns for Customer Support
When done correctly, the right campaigns can build lifetime customer value. Rather than just pulling a person in one time because of a massive discount, going the extra mile can make a person more likely to choose your brand time and time again.
Not only do you show the client that you know how to use technology in a way that can save them time, money, or hassle, but you can also actively cut down on dispute resolution when the dust has settled.
Personalization and Customer Engagement
It shouldn’t be surprising that the more personalized the message in a text, the more likely the customer will take note of it. For example, when people are told that their Uber is outside their door, it requires immediate action on their end. Ideally, this will be the reaction you get from your clients every time you send SMS reminders.
Proactive Communication and Issue Resolution
Everyone has their own horror stories about companies that make mistakes and then try to either ignore them or cover them up. The proactive conversation may not be able to fix every frustration on the client’s end, but it can mitigate their reaction to any issues.
While it’s clear that some purchasers will never be satisfied no matter how far you go to appease them, most will appreciate a company going out of its way to provide information — especially when things are going wrong.
An SMS campaign can be used to tell consumers why a problem has happened and what steps the company is taking to correct it. As a provider of SMS gateways, the staff at Mitto can tell you that these campaigns are often the most important to get right.
Best Practices for an SMS Campaign
The most important practice for this type of campaign is to send a message that matters. If you’re asking your customer for a favor, such as their time to fill out a survey, you need to tell them why it’s worth the effort.
Also, keep timing in mind with your SMS gateway. You don’t want to send your text message at a time when people are busy, sleeping, or otherwise preoccupied. You may not know everyone’s schedule, but consider the customer’s time zone and general priorities. For instance, if your target demographic is largely professionals, maybe send the text after 7 p.m. so it doesn’t get lost in the workday shuffle.
Using an SMS gateway for customer support is a smart marketing move, but it’s more than just sending out random texts. To harness your SMS campaign, there needs to be a clear strategy behind each communication. Most of all, it needs to deliver clear value to a customer to have an impact.