Evolving customer engagement platforms and advanced SMS capabilities make it easy to start sending text messages. However, this channel remains underutilized or neglected as most retailers struggle to find their voice and identify meaningful activations.
Rather than covering the basics, I will focus on the journey to define use cases for an integrated and elevated customer experience, as well as the path and meaning of defining your brand’s voice.
Defining Use Cases
First and foremost, it’s imperative to recognize that SMS isn’t just another channel for broadcasting, but an additional dimension of the customer experience. In evaluating and defining opportunities, I recommend focusing on five core messaging categories to unpack value throughout:
- Operations: Messaging that supports transactions and facilitates the smooth delivery of products/services.
- Engagement: Messaging that will deepen the relationship with current and prospective customers, as well as gather insight into their behaviors, attitudes and preferences.
- Marketing: Brand and promotional messaging focused on driving conversions.
- Loyalty:
Article source: https://www.mytotalretail.com/article/how-to-define-your-brands-sms-program-and-voice/
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