Q: Based on your experience with messaging, what are some key takeaways you would share with CX leaders who are considering opening the messaging channel?
A: One of the biggest lessons learned from the messaging channel has been promoting the channel. It is important to leverage every engagement or touch point to help build awareness and grow a new channel.
That may mean promoting it via social media, outbound emails, newsletters, on the primary website, mobile website, and even in your IVR messaging. Just letting customers, who are calling in, know that they can hang up and text your brand directly will immediately shift calls to text messaging.
When promoting the messaging channel, Brinks also recommends that companies alter their campaign approach monthly, starting with awareness, next adoption, and finally growth. However, the most important thing to do is to avoid letting assumptions prevent success and to lean on your Voice Of Customer (VOC) data to drive you.
In an effort to measure and continually improve on the digital experience, Brinks built out a short survey and implemented it by automatically sending a link at the close of each text message conversation. The survey questions emulate the main questions used to calculate customer satisfaction rates (CSAT) and Net Promoter Score (NPS). Issuing a satisfaction survey via text instantly yielded a 10% completion rate, which is a 60% increase over surveys delivered over traditional channels.
“Our messaging solution started out as an alternative to offload high call volumes and repetitive tasks, but now we have now expanded the implementation and smart routing throughout the entire enterprise.”
Mike Parish, Brinks Home Security