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Use SMS to improve your customer experience

Use SMS to improve your customer experience

After all, what could be more valuable than customer feedback on all relevant moments in the customer journey?

Many companies and healthcare institutions use business text messaging to inform customers about current affairs. We are all familiar with the text messages that alert you to an appointment with a dentist or hairdresser. Or an SMS message with the current delivery time of an order. But sending an SMS can be used for so many more purposes.  For example, to make it easy for your target group to participate in an online survey or questionnaire. Would you like to conduct a customer satisfaction survey, or ask employees for feedback? Do you have a product survey planned or would you like to make a market analysis? SMS is the way to bring your survey to the attention quickly and conspicuously. For example, to create an optimal Customer Experience.


The ultimate Customer Experience

If you want to create the ultimate customer experience (and who doesn’t?), nothing is more valuable than getting feedback from customers. You will learn to understand who the customer is and how the customer interacts with your brand. We also call this the mapping of the Customer Experience (CX). With that specific knowledge of the customer journey, you can distinguish yourself as a brand or company. If you know what the customer needs, you will ensure perfect service. And greater customer satisfaction and loyalty in turn strengthens your market position. Simply put: by focusing on CX, your organisation becomes more successful. Satisfied customers come back, spend more at your company (goodwill) and will recommend your services to others more often. Just think of the rock-solid brand ‘Coolblue’, whose success stems from its sharp focus on customer satisfaction (‘Everything for a smile!’).

Insocial figured out customer experiences

Gathering knowledge about the customer experience can be done in all sorts of ways. SMS is one of them. An important partner of Spryng in collecting customer feedback via SMS is Insocial. Insocial’s feedback solutions provide organisations with ‘actionable insights’. These are insights that you can really use, which you can use to carry out actions and improve the customer experience. With this valuable information, organisations can improve their Customer Experience. The strength of Insocial lies in the fact that at every interaction moment between a client and an organisation, they can find out how this experience is experienced by the client (and, if necessary, can be improved on). In this way, you can break through the silo mentality and work in an omni-channel way on an optimal customer experience.

Feedback via SMS

Thanks to the cooperation between Insocial and Spryng, it is possible to send surveys via SMS. And that has many advantages:

  1. Fast: SMS is a fast channel where you can measure ‘in the moment’.
  2. Simple: everyone knows how it works.
  3. Accessibility: consumers are accustomed to receiving text messages from organisations
    (e.g. a verification code when logging in or an appointment reminder).

“During the last part of our event, the drinks, every visitor received a text message with the possibility to give feedback about the event. It is a nice way to surprise people and the event was still fresh in their minds.This way you get more and more targeted feedback than when you send an email later that week, when everyone is back to the issues of the day..” – Marije van Spronsen, Marketeer at Ask Roger!

Please note the context

So there are definitely advantages to sending a survey by SMS. But it is not suitable for every occasion or organisation to ask for feedback via SMS. So check in advance whether this channel suits the target group and what you want to measure and know.

Suppose you order something in an online webshop. You will receive a confirmation of your order by email. Then it is not very sensible to ask in an SMS what you think of the delivered product. In such a case, it is wise to stick to emails. Also when the target group consists of elderly people, it is good to pay attention to this. If you have both young and older people in your target group (e.g. a hairdresser), work with preferred channels. Suppose you book an appointment at the hairdresser’s via your mobile phone. Then you may conclude that the hairdresser can also ask you for feedback via SMS (mobile phone, in other words). But if someone makes an appointment via desktop, then perhaps the hairdresser should use the channel e-mail.

When do you use SMS to ask for feedback?

  • If you have already communicated by SMS during the customer journey.    ‘Tomorrow is your appointment at the dentist.’                    ‘How did you experience your dental appointment?’
  • If you want to measure ‘live’. For example right after a presentation or directly after the networking section of an event.

In addition to SMS, you can also request feedback via e-mail, messaging channels (WhatsApp, Facebook Messenger, Twitter), Chatbots, a QR Code or live on location via a tablet.

Would you like to know more about measuring Customer Experience via SMS?

Are you also curious about improving your Customer Experience via SMS? Or about the other uses of SMS? Feel free to contact us on 020 – 7703005. Then together we will discuss what we can do for your company or institution. Would you like to know more about collecting feedback through other channels and at other touchpoints? Read more about Insocial and how they can help your organisation.


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