Are our customers’ voices really being heard? There can be hidden and missed engagement opportunities that may be impacting your business.
Why Two-way SMS Use is on the Rise for Retail
Engaging and having meaningful conversations with customers is a top priority for most companies. Consumers now expect brand interaction for a better experience. If you had a chance to have a conversation with your customers to improve their customer experience and increase engagement, wouldn’t you take it?
SMS Notification could be a Conversation Starter
Many businesses, including those in the healthcare industry, utilize SMS texting to communicate, alert, notify or engage with their customers as part of a multi-channel communication strategy. This was also the case with the large retail pharmacy chain, with whom we recently spoke and did a study on. Many pharmacies use this affordable and effective channel for one-way messages for healthcare alerts, refill reminders and benefit updates; never intending for an engagement opportunity to result.
Because these SMS messages are only going one-way as a notification, many pharmacies aren’t listening to the responses that actually come back from their customers. This gap in the pharmacy to customer communication loop can result in detrimental effects on wellness plans and a successful pharmacy.
Overlooking These Customer Engagements Could Create a Poor Experience
When customers respond to a one-way SMS text, they believe their message is being read and will be appropriately responded to. Through our research we were able to identify some examples of what happens when your customers believe they are in a two-way conversation with your company and the critical engagement opportunities lost.
We can show you replies of real responses when customers didn’t realize they weren’t participating in a two-way conversation:
- Driving, I’ll get back to you when I can safely reply.
- Seriously??…you guys are great!!…see u soon…how late r u open till?
- Stop my order until further notice. Will advise later in the week.
- You have the wrong #!
These opportunity that may reveal critical information are you missing out on by not being able to see the entire communication loop when using SMS. When you don’t know what your customers want or what they are saying, how can you better serve them?
How You can Take Advantage of Missed Engagement Opportunities
By integrating two-way SMS and effective business rules into your communication strategy, you can engage customers and increase overall satisfaction through meaningful conversations.
Engaging with your customers isn’t just beneficial for the healthcare industry, it relates to other verticals too. Whether a customer replies about their oil change appointment or prescription order, listening to your customers will always be a foundation for a successful business. If you let your customers know they’re being listened to, you’re connecting your customers with your brand, and building a longstanding relationship.