ZDnet’s recent coverage of Brinks Home Security “Home security firm moves one in 10 customer service calls to Quiq mobile chat channel” highlights the company’s customer-centric motivation that drove the adoption of messaging for home security. The article states that Brinks “wanted to use a communications channel that would be chosen by its million customers to connect with the brand.” And connect they did. The article reports that Brinks has seen at least 1 in 10 of their customers switch from making phones calls to using messaging.
Brinks realized that their customers needed more convenient options to engage with their brand. It wasn’t hard to see messaging as the channel that could provide that and more.
Texting offers immediacy and convenience, highly desirable traits when it comes to engaging with the provider of your security and home automation system. But the requests that Brinks receives over messaging aren’t just the urgent kind. The company also receives messages from customers who need help troubleshooting a major issue or to just replacing batteries in their hardware.
When asked what motivated the company to look to messaging as an engagement channel, the company’s response clearly captured their commitment to delivering a superior customer experience with leadership stating “…We wanted to provide a channel that put the format back in the customer’s control.”
The switch is paying off in a number of ways. The article quotes Chief Customer Office at Brinks, Jay Autrey as saying “By adding the messaging channel, we have seen a double-digit improvement in customer satisfaction, improved agent effectiveness, improvements to the bottom line, and a more engaged customer experience.”
Brinks and ZDnet aren’t the only ones who predict more consumers and companies will prefer to engage with brands via messaging. Other industries such as education and financial services are rapidly adopting messaging to connect with their customers as well.