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SMS: Simple, Efficient and Effective (Part 2)

Posted on 12.21.2016

By Andy Shirey, OpenMarket 

Following last month’s installment “SMS Isn’t Dead, It’s Alive and Well,” is the second segment in the five-part comic series based on helping businesses in multiple verticals gain a more holistic view of how they can leverage SMS as a customer engagement tool. 

We last caught up with our lead character Sam at his first interview with ABC Communications, where he’s applying for a customer engagement position as the company’s SMS expert. We’ll now join Sam for his second follow-up interview with his potential new boss, Mr. Sneed. Like so many makers in charge of implementing strategies that evoke better overall customer experience, it looks like Mr. Sneed knows that theoretically he should be using SMS, but with so much already on his plate, he doesn’t know where to start.

As Mr. Sneed learns, SMS stands for short message service—the most versatile and widely used mobile communications channel in the world. As SMS is now used by enterprises large and small around the globe, ABC Communications needs to catch up with the times and leverage the power of SMS to deliver such services as appointment reminders, payment reminders, fraud alerts, password PINs, shipping notifications, and IT alerts, to name a few. With SMS having a 98 percent open rate, with the majority of consumers opening the message within 90 seconds of receiving them, companies like ABC Communications can ensure their message is not only delivered, but received.

Knowing Your Audience  

Sam’s expertise on SMS for business served him well—in the next comic strip we get insight into a morning conversation between Sam and his wife, Jane. Sam is excited to find out he's been offered the job with ABC Communications, but needs to let his current boss know of the pending change. What’s the best channel for him to communicate the news—in-person, email, phone, or perhaps…SMS?

Virtually every mobile phone supports SMS, making it the most widely accessible channel for communicating with key audiences. While SMS is the most effective mobile engagement platform for enterprises, like all channels, it’s best when used in the right context, at the right time and personalized for the receiver. 

As for a two-week notice, while it’s important to get in writing, it may not be the most relevant situation for SMS.

Andy Shirey is senior product manager at OpenMarket, Seattle. Reach him at [email protected].

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