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You are here: Home / Customer Engagement / Text Messaging To Engage Users
Can Text Messaging Boost Customer Engagement?
Can Text Messaging Boost Customer Engagement?
By Jennifer LeClaire / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
What if your customer service agents could send and receive text messages using your existing toll-free and landline phone numbers? Experts say it could set the stage for better, more convenient customer service and stronger sales.

That capability is just what OpenMarket has in mind with its latest offering. The enterprise mobile engagement firm already offered short codes, long codes, one-way and two-way global SMS (Short Message Service) text messaging. And now, OpenMarket reports it will also offer text-enabled landlines and toll-free numbers for enterprise messaging in the U.S. and Canada.

People are using text messaging now more than ever, and companies want to be able to support whichever communication channels their customers desire, explained Jay Emmet, general manager for OpenMarket. As a result, Emmet said, "there's a growing market demand for text-enabled landlines and toll-free numbers.

Enterprises Warm to Text Messaging

Emmet isn’t just hypothesizing with his assessment of what consumers want. He’s pointing to plenty of research that proves his point.

In fact, 64 percent of people prefer text messaging versus calling for customer service and another 44 percent would rather send a text than stay on hold, according to the 2014 Harris Interactive Poll, “The High Demand for Customer Service via Text Messaging.”

What’s more, enterprise adoption and implementation of SMS as a way to engage with customers and employees is on the rise, with a recent Forrester study reporting that 86 percent of surveyed enterprises plan to use SMS. That same study shows that 70 percent of enterprises consider SMS the number one mobile technology.

More Meaningful Interactions

Against this backdrop, OpenMarket is adding the new landline and toll-free texting capabilities to its enterprise mobile portfolio, which already supports customer feedback surveys, mobile coupons and promotional offers, appointment reminders, and secure PIN authentication, among other functions.

It’s not difficult to connect the SMS dots to contact center and customer experience solution providers. Indeed, OpenMarket has been seeing strong interest from companies wanting to add text capabilities to their existing landlines and toll-free numbers. The promised benefit: additional inbound communications channels that serve the needs of millennials and young adults who often prefer text over voice calls.

"Text messaging, in combination with voice calls and e-mail, has proven to be an effective means for enterprises to proactively engage with their customers," said John Pierson, general manager of proactive engagement solutions for Nuance Communications. "By working with OpenMarket, we can enable companies to use their existing landlines and toll-free numbers to send and receive text messages and provide more meaningful interactions between mobile customers and businesses."

All told, OpenMarket currently processes over 1 billion mobile messaging interactions every month, connecting businesses to over 3 billion users and 6 billion devices worldwide. The company services over 400 enterprises globally, including four of the top 10 most respected global brands.

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