We live in an increasingly mobile-enabled world. Mobile technology has seen huge advances since the launch of 2G networks in the early 1990s. Today a huge number of consumers globally have access to smartphones and a wide range of mobile applications and services.
While mobile was initially created as a personal communications device, today many businesses use mobile as a channel to engage consumers; using SMS, push notifications and apps to interact with their customers.
However, a survey administered by Loudhouse Research, and commissioned by SAP Mobile Services highlights that while consumers want the benefits of SMS, organizations are not realizing the potential of this engagement channel as much as they could.
The smartphone user has grown up, which in turn means that brands and services need to mature with them. Businesses now communicate to customers across multiple channels from many different sources within the organization. Smartphones are now consumer engagement tools, supporting ongoing interactions and offering high value tracking and notification services through the following stages:
- Acquisition: gaining new customers
- Activation & Engagement: encouraging use of a service
- Assurance: providing/increasing security of a service
Findings of the report highlight a clear opportunity for organizations if they adapt their future mobile engagement strategies; leveraging the mobile environment as a transactional channel for consumers.
Consumers are acclimatized to frequent, habitual interaction with smartphones. 68% of respondents check handsets at least every hour, with 20% checking phones every ten minutes or less.
74% of respondents state they should uninstall apps they don’t use, 68% stating they have apps they don’t need. 81% believe sometimes a simple SMS is preferable to mobile app use.
Three quarters of respondents state that SMS serves to improve the overall brand experience when communicating with businesses. 76% feel that SMS makes them feel in control of a service when interacting with transport businesses, 81% with logistics businesses and 78% with banks.
The Power of SMS
64% of consumers believe that businesses should use SMS to interact with customers more often than they do currently.
The rise of the smartphone and mobile apps has changed how brands and businesses engage with consumers. Coupled with a more demanding and informed consumer with increased choice in what and how they want to communicate, organizations must reassess and use this as an opportunity to increase loyalty, customer experience and value.
To find out more, download the full report.