Thursday, May 24, 2007
60% of Americans Do Not Want To Get A Text From Your Company, Why?
DestinationCRM carries a report on SMS alerting in the USA. The report, "SMS Customer Service Alerts: The Next Frontier for Mobile Marketing," from Jupiter Research makes some pretty useful points about the context of the alert. Over 60% of the people they interviewed, felt annoyed by SMS alerts. Consumers are most interested in receiving customer service alerts notifying them when bills are due or when their bank balances have hit a certain level (26 percent) and appointment reminders (24 percent). "These SMS cues let the consumer know where he stands with finances or important personal appointments, and can trigger some form of action--a perfect place for marketers to insert a message like, 'New low rates available on auto loans. Click here,' or, 'Your next haircut qualifies for a 50 percent discount,'" the report states. SMS messages regarding the weather (17 percent) and safety alerts for the consumer's location (another 17 percent) tied for the third most welcome form of notifications, trailed by activity alerts (12 percent), order status (11 percent), and personalized travel alerts (11 percent). Fifty-nine percent, however, noted that they are not interested in alerts. (These findings are based on an April 2007 Jupiter/Ipsos-Insight consumer survey of 1,815 cell phone owners in the U.S.) You HAVE to let customers Opt-In for such services, and give them as much control as you can as to the who where and when they get such alerts. At VoiceSage, we know this, and that's why our new products in development address these issues. If you look at the examples or where customers want the message, its where the message has genuine two way value. If alerting helps the customer interact more effectively with your organisation, then they will value it.