Can SMS Solutions Help Increase Customer Experience?

schedule 01 Jul 2016


by Syed Othman | Head of End Solutions, New Business, Enterprise Maxis


As the owner or an executive of a growing business, if there’s one thing you know how to do well, it’s to stretch every Ringgit.

You also know the importance, nay, the criticality, of upping your customer experience scores.

Fortunately, there’s a way you can achieve both those objectives with a single marketing tool: SMS solutions.

According to a report by research firm IDC, 72 percent of organisations worldwide believe mobile messaging has a major impact on customer experience.

Messaging? Really? We hear your incredulous tone and counter it with this: Sure SMS has been around for years. Sure your marketing department isn’t going to win any prizes for innovation. But there are few alternatives for communicating with customers that are as cost effective and as high impact as mobile messaging.

Here’s why.
First, Malaysians have embraced mobile. In early 2016, the number of visits to Malaysian websites coming from mobiles outnumbered those coming from desktops--for the first time in Malaysian history. And today, 96 percent of Malaysians own a mobile phone.
What does that tell you? Malaysians are more connected to mobile devices than teenagers are to mamak stalls.And despite the growing popularity of online chat tools, researchers have proved that almost 90 percent of mobile phone users globally still send at least one text message every day. So, it still remains an important communication tool.

Here’s the bottomline: In an age where there’s a new tech tool to communicate with customers every fortnight, SMS isn’t becoming less important--it’s becoming more.

“SMS has an open rate of a whopping 98 percent. The report also revealed that SMS, on average, are opened within 90 seconds while mails are opened after a few hours.”


SMS, a Great Tool for Commerce

SMS can be used across industries to generate better customer experience. Using SMS, you can reach out to a broad set of customers and keep them informed of delivery schedules, remind them of appointments, and update them with shipping alerts or delay notifications, among other

SMS is also great for pushing promotions or engaging customers using surveys (both of which end in lead generation).

But isn’t email just as effective? Not really.

According to a MailChimp report, only 17 percent of emails are opened by customers. On the other hand, SMS has an open rate of a whopping 98 percent. The report also revealed that SMS, on average, are opened within 90 seconds while mails are opened after a few hours.

A IDC survey, Exploring the Impact of Mobile Messaging, highlighted why business leaders across the globe strongly believe in the capabilities of SMS.

Just under 40 percent of survey respondents believe that SMS is a differentiating factor when it comes improving customer experience. Another 35 percent feel that SMS helps attract customers. The survey also showed that 35 percent of respondents think SMS can help their businesses gain better customer insight.


SMS is Evolving

As a solution, SMS has evolved over the years. Today, SMS solutions allow you to send and receive messages directly from and to your mailbox, and also through applications.

A report published by reveals that globally, the A2P (application to person) SMS market is expected to grow at 5.7 percent CAGR between 2016 and 2022. A2P SMS is when a message is sent from an application to a person’s phone.

The text you receive from an airline, reminding you of your flight, is one example.
Advanced SMS tools also enable your business to personalize messages to each customer, even when you are sending in bulk.

In addition, you can track and monitor vehicles, orders and your ground force employees by using simple SMS solutions that easily integrate with your company’s IT infrastructure. And that, in turn, can boost your customer’s experience.
There are few solutions that are as cost effective and as high impact as SMS. Your business would do well to try it.



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