Rise in Mobility Provides Call to Action for Companies

The use of mobile devices has exploded in both the consumer and business landscapes. In fact, 9 out of 10 adults now own at least one mobile device, according to a recent national consumer study from Experian Simmons. Today’s mobile society has led text messaging to become the fastest growing form of communication. As a result, companies need to alter their customer communication strategies to address this change in how individuals are interacting with businesses.

The reality is that consumers now expect faster and, in some cases, instant responses from companies that can be delivered via multiple channels (mobile phone, text and e-mail). For companies trying to get their message heard, utilizing SMS text messages is simply too large of a trend to ignore. Varolii, a provider of personalized automated communications, incorporates an SMS component into its multi-channel outreach. This has provided advantages to Varolii clients, such as:

--SMS text messages can be accessed within seconds of transmission, yet are not interruptive.

--Higher usage and response rates compared to voice-only communications.

--Messages are more likely to be read and live on the individual screen until deleted.

--Increase in response rates among consumers that were previously unreachable.

Developing a mobile communications strategy is becoming a prerequisite for business success. Take into account these elements when looking to add mobile phones to your list of communication channels:

The mobile consumer has become accustomed to receiving the information they need anytime and anywhere. Therefore, expectations for information access are higher than ever before. Companies need to keep up with this demand by providing customers with the information they need when they need it. SMS messaging allows companies to send timely messages that include links to website information, call-back numbers, etc.

A lot of CRM systems do not have the sophistication to support mobile capabilities. Companies need to have a system that is advanced enough to send high volumes of personalized voice, text or email messages to a mobile device. You also need to be able to identify which customers have provided their mobile number and consented to be contacted versus which ones may have listed their mobile as their home number. For example, Varolii helped one client identify that 60 percent of their customer’s “home phones” were in fact mobile numbers.  

Mobile consumers are typically easier to reach than those who rely on landline communication. In fact, Varolii clients have seen a 25 percent higher right-party-contact (RPC) rate when reaching customers on their mobile phones. Unlike landlines where it’s difficult to reach individuals during the day, the peak hours for mobile contact are between 10 a.m. and 2 p.m. SMS messaging has also shown to be more effective in triggering a response versus leaving a voicemail, with a 35 percent increase in the rate of return calls.

The widespread use of mobile devices is projected to only increase as today’s tech-savvy teens age to become companies’ target customers. According to the Pew (News - Alert) Research Center, three-quarters of teens already own a cell phone, 88 percent of which take advantage of the text messaging functionality – this is up 50 percent from 2006. With this fast pace of adoption, it is crucial to start adding mobile components to your communications strategies.

About Brian Moore

Brian Moore, Executive Director for Varolii Corporation (News - Alert), joined the company in 2001, bringing more than 25 years of experience in call center operations and technology. Prior to Varolii, he was Executive Director of Channel Development for Lucent Technologies CRM Solutions, where he established the Professional Services division to deliver consulting and systems integration services focused on the outbound contact center market.