It’s true: receiving an SMS (Short Message System) message on your mobile phone may seem atypical in a world that seems dominated by applications like WhatsApp or Telegram. However, this technological resource, which the world learned more than three decades ago, is an effective and proven strategic option for companies that seek to communicate efficiently with their customers and boost marketing strategies and strengthen customer service.
One of the main advantages that SMS communications offer is that they do not go unnoticed. In accordance with Gartner, of the short text messages sent by corporations or brands, 98% are read and 95% of the messages are answered in an average period of three minutes. By comparison, email, when used for business purposes, has an open rate of just 20% and its response rate sits at 8%.
A current solution
SMS have technical characteristics that facilitate interaction with consumers. Among others, these messages can be delivered on a state-of-the-art device (smartphone, tablet) or on basic equipment; communications can be received even if the user does not have mobile data or has a basic service plan; the delivery of messages does not depend on the location of the person or the network to which they are connected; it is a secure and highly customizable communication channel (hence, banking and digital commerce use it to authenticate identity, notify actions or alarms, confirm transactions, etc.), to name a few benefits.
Additionally, SMS technology is not outside of evolution. An example of this are the programmable and automated campaigns in which the user receives an SMS and has the option of responding to the message via text or voice to establish a personalized conversation with a contact center, which translates into immediate actions or call-to-action.
In other words, this technology can establish two-way communication strategies, not just deliver a text message, which generate more efficient chatbots by integrating artificial intelligence, which results in greater customer satisfaction.
Due to this kind of advantages, and its high level of opening/response, different business sectors have decided to keep SMS messages in their omnichannel strategies. In other words, SMS “veterans” are part of the communication channels that organizations use today to interact with consumers.
In fact, a global research on 2023 trends in messaging (Messaging Trends 2023) highlights the way in which SMS communications are being integrated with other resources in omnichannel strategies. In this sense, among organizations that use more than one channel to interact with consumers, at MCM Telecom we see a solid trend in the integration of traditional channels –such as voice and SMS messages– with more innovative channels such as chatbots and artificial intelligence. In the field of Banking and Finance, this combination is the preferred omnichannel alternative for companies; The same happens in Retail and Electronic Commerce organizations, as well as for companies in the Transport and Logistics niche.
The importance of finding the ideal ally
To get the best benefits from SMS messages, as they are doing in various productive sectors, a key factor is to find the ideal ally. Among other factors that distinguish a suitable provider, specialists highlight aspects such as:
- A telecommunications infrastructure directly connected to all mobile operators in the market to reduce the number of failure points (guaranteeing message delivery) and eliminate the need for other types of intermediaries.
- By doing without intermediaries, the company that sends the SMS reduces its exposure to problematic situations. If the mediating agent does not have the appropriate technological infrastructure or cybersecurity policies (data protection, information privacy), the organization could be exposed – due to the failure of a third party – to accusations of mobile spam or cybercrime. In this regard, the platform must be in a local private cloud for greater information security.
- Agility to meet and implement the various needs of a company: sending offers, loyalty campaigns, data verification, order confirmation, alerts, etc.
- Generation of reports in real time. This way the company will know the behavior of the campaigns, how many messages were sent and how many were delivered, in addition to obtaining a confirmation list.
While the most innovative messaging apps continue to make their way around the world, it would be a mistake to think that technology SMS it is losing its validity. When interacting with businesses, consumers continue to appreciate short, to-the-point messages. Few words, but valuable and useful.
About the Author: Julio Palacios He is Director of Innovation and Alliances at MCM Telecom. He is a Communications and Electronics Engineer from the National Polytechnic Institute of Mexico and has various postgraduate studies from the Autonomous Technological Institute of Mexico, the Télécom École de Managment France and the IPADE Business School of Mexico, among others. During his 22 years of experience at MCM Telecom, he has been responsible for global business development; Currently, he heads the area of innovation and marketing.
2023-07-11 20:05:35
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