Have you ever noticed how many times during the day you glance at your phone, check your email and notifications, or simply scroll social media to pass some time? A lot of things that were once dealt with face-to-face only have now shifted online, and this process is responsible for constantly increasing screen time. Smartphones are an integral part of our everyday lives and it's no wonder brands are also taking advantage of this channel to nurture ongoing customer relationships and build new ones.
As old-school as text messages might sound, they are still equally (if not more!) important to positive customer experience (CX) as any other means of communication. Texting has been one of the most popular digital activities among all ages for some time already, and reaching people via the channel they’re the most comfortable using works well for brands. Customers are a crucial part of any business yet staying connected is beneficial for both sides. How can sending bulk messages improve customer experience and why does it matter? Let’s find out.
What defines customer experience?
Customer experience is often confused with customer service, so it’s important to separate these two terms before diving deeper into the topic. The key point here is that customer service is just a part of the whole customer experience and refers to very specific touchpoints and interactions with a person. Customer experience consists of all the interactions a customer has ever had with a brand, including customer service.
To put it simply, customer experience is the overall impression a person has about the company, from the very first interaction with the brand to the moment the business relationship is over.
Why is it important? Nowadays people have so many different options to choose from, and even though the product or services might be the same or very similar, there’s always something that distinguishes one option from another. And in most cases, that something which encourages a customer to lean in some specific direction is a positive perception of the brand, based either on his/her own or someone else’s experience.
Great customer experience means…
It’s impossible to follow one “set of rules" that define great customer experience since it might vary a lot across different industries. However, there are a few universal principles worth keeping in mind if you want to leave a good impression on your buyers, and here a few of them:
- Make listening to customers your top priority
- Learn who your customers are
- Create an emotional connection
- Mind the feedback
There are probably many ways to achieve those, but in this article, we continue to focus on one – bulk messages.
How bulk SMS can elevate customer experience (BONUS: SMS templates)
Mass or bulk SMS can actually be integrated into almost every stage of customer journey and serve as an effective and affordable way to increase customer satisfaction with the specific business. Bulk messages are divided into two types – promotional and transactional messages, serving different purposes yet forming one, unified CX.
Here are some ways to use mass SMS, followed by a few practical tips and templates that should help you craft an engaging text message.
1. Use mass SMS to improve customer engagement
Business gets closer to a better customer engagement every time it sends a well-structured, meaningful message, no matter the occasion. Text messages work exceptionally well in this case since they can overcome the barriers of short attention span and distractions from other channels. SMS messages are a direct and personal way to target customers, which explains their impressive 98% open rate. Here’s how you can use them to improve customer engagement:
Send welcome messages to new customers. Show them that they’re important to your business and set a good tone for future communication.
“Hi [name], welcome onboard! You can expect to hear from us 4 times per month with product/services updates, exclusive deals, and more. If you have any questions, don’t hesitate to contact us at [phone number] or [email]. [company name]”
Let your audience connect and communicate with your business using two-way communication. Many customers prefer texting over a phone call and this is a great and not that difficult way to extend their experience.
“Hi [name], this is a reminder that you have an appointment at [company name] on [date]. Please text YES/NO to confirm or call [phone number] to reschedule.”
Guide your customers through the onboarding process. Help them get started and instruct them about what’s next. Provide them with your contact information in case they have any further questions.
“Hi [name]! Thank you for purchasing [product]. In order to get started, you need to first [action]. You can find the rest of the instructions in the package. In case you have any questions, please contact us via [email] or [phone number].”
Establish a loyalty program. Reward customers for making purchases or any other interaction with a brand. Earning points and exchanging them into goods is fun, and we all know it!
“Thank you for shopping at [store name]! You’ve just earned 100 points that you can spend on any item in our store. Follow the link to check it out: [link]”
2. Send bulk SMS to monitor, collect, and take advantage of customer insights
Reviews and feedback are not only great for spreading the word about your brand and attracting new customers, but they also provide some valuable information for your business to improve. You can learn what might be going wrong and can start looking for ways to fix or change it. Also, showing your customers that you value their opinion has never hurt anybody.
Send a text message with a request for feedback. The best timing to do it is immediately after the delivery since it’s when customers are the happiest. Include a link so the customer would be able to easily access your website or some other review page.
“Hi [name]. Thank you for shopping at [store name]! If you have a spare second, we would love to hear about your experience with us. Please follow the link to proceed: [link]”
Ask to complete a survey to gather some useful observations. Those should help you highlight the problem areas and work towards better results.
“Hi [name]. Thank you for shopping at [store name]! If you have a spare second, we would love to ask you to complete a short survey about your experience with us. Please follow the link to submit your answers: [link]”
3. Improve ordering and delivery processes with SMS notifications
If you work with shipments, it’s crucial to give your customers access to all the necessary order information. It gives your business transparency and makes your buyers happy and excited since they can follow the process from start to finish.
Provide real-time confirmations. Silence after purchase is confusing and weird. Sending a simple confirmation message is all you need to keep your customer satisfied at this stage of customer journey.
“Thank you, your order is confirmed and will be shipped within the next 24 hours. We expect to deliver your package on [date]. [company name]”
Inform about order tracking possibilities. A quick reminder with a link to shipping information would not only allow your customers to access it anytime they want but also reduce the number of inquiries about order location. Even better – use automated messages to inform customers every time there’s an update.
“Hi [name]. Your order has just been shipped! You can view the tracking details here: [link]”
Confirm order delivery and set the mood for further interaction.
“Your delivery was successful! Thank you for shopping at [store], we hope to see you soon. Meanwhile, check out today’s offers: [link]”
4. Make the experience personal
Personalization doesn’t only mean addressing your customers by their names; it’s also about understanding their behavior and applying results to your communication to make their experience better.
Learning about your audience can help offer exclusive deals that meet both the needs and interests of the customer. You can use anything from location, previous purchases to preferences to create customized offers, and target only those people who you really want to reach while providing them with the additional value.
“Hello [name], we’ve just launched a new [product name] that we think you might be interested in! Want to be the first one to try it? Use this code to get 10% off: [code]”
Sharing comprehensive information, updates, alerts, or reminders create a better connection with customers, encouraging them to read the messages you send.
“Hi [name]! Just a quick reminder about our upcoming event at [location] that you’re welcome to join! Visit to learn more: [link]”
Conclusion: is mass SMS really the right tool for a better customer experience?
Mass SMS is not the only one, but definitely one of the most effective tools for any business that wants to keep its customers engaged with their brand. It’s great for personalization that plays a big role in long-lasting customer relationships. Keeping the right balance with other communication channels and finding the optimal frequency of sending SMS messages can help you hold on to your audience for a long time.