What does an excellent SMS customer service strategy look like? Here’s an exceptional example.
Consider the everyday scenario of delivery delays. Everyone hates them, and companies know the consequences: negative customer reviews, lost business, and the steady drip of reputational damage.
But, when a company expresses empathy about that delivery delay and sends an SMS with an apology, the lemon can become lemonade.
After all, customers want to hear from companies. And they feel validated when a company is proactively maintaining the relationship.
So, when the customer support team sends an SMS, it must empathize with the customer and provide details on when the package will be delivered.
That is an effective SMS strategy. But, achieving that lemonade requires more than just a juicer. Yes, there are many considerations to mull over.
Caveat Venditor: Use SMS Mindfully or Risk the Wrath of Customers
Caveat venditor is a Latin phrase that means “let the seller beware.” And when it comes to sending SMS messages, the seller needs a mindful approach. Beware of sounding spammy.
For instance, forget the notion of sending generic messages. It’s the number one mistake with customer service teams. Instead, focus on specific customer pain points.
The days of “batch-and-blast” are over. Sure, it’s a quick and easy way to reach a large group. But it can often feel spammy and coldly robotic. Be human. Relate to the customer. Tailor the message to fit their needs. In short, raise the quality over the quantity.
“Nobody wants messages that sound like they’re from a robot,” said Sandro Stupar, Director of Product at Mitto. “And nobody wants to wait for support.
“SMS is an effective way for customer support teams to send immediate, personalized responses that make customers feel seen and cared for.”
Another problem is that almost two-thirds of customer support teams have limited visibility into what other departments do with customer interactions. Customer service teams might send redundant or even irrelevant information to customers. That can have a negative impact the customer experience.
Trust is a priceless commodity. So, when customer support teams fail to notify customers about problems via SMS, trust is the first casualty.
To win with SMS, be proactive.
Nothing Personal? Think Again. One Size Does Not Fit.
It might be a tall order, but today’s consumers expect brands to fulfil their personal needs.
Indeed, about 66 percent expect brands to understand their unique needs. Fifty-two percent expect personalized interactions.
Brands that take a one-size-fits-all approach with their SMS support strategies will lose customers.
Businesses have to know their customers like never before. Send meaningful and personally relevant messages. It’s the best strategy.
The best way to do this is to segment SMS subscribers by age, location, gender, income, and other demographics.
The Hare Wins Over the Tortoise
Almost 90 percent of consumers expect immediate responses to their inquiries. Brands must partner with communication providers, like Mitto, to ensure all SMS messages are delivered quickly and efficiently.
Creating effective SMS strategies is one of the most critical activities for a marketing and customer support team. This article briefly covers the basics.
For the fine points, contact Mitto today.
