NICE recommend a multi-channel approach that
enables our clients to assemble combinations that are tailored to their own customer’s
needs. This allows customer to interact with brands how they want, boosting
response rates and providing multiple opportunities for feedback collection
throughout the customer life-cycle.
Our findings do though show that in most cases the consumer
has a preference for providing feedback via SMS. We can illustrate this in a
number of ways; when looking at the response rates of SMS compared with email,
it's clear that SMS comes out on top. For starters, SMS gets response rates
three times higher than the average for email.
But why such a big difference? Typically, only 75% of emails will reach their intended recipients and this is before the email spam filters get involved. So even if it does reach the recipient, it might never to be seen. SMS has a penetration rate of 91% so there is a much higher possibility of the intended recipient seeing the survey.
We always advocate the collection of an open ended verbatim comment along with that of quantitative information. When gaining these comments from the customer, email does allow detail due to the ease of typing and unlimited space but it is usually a considerable time after the experience. In contrast, SMS can provide much more accurate and relevant detail as the survey is so close to the decisive moment in the customer experience, when it is in the top of the mind.
But why such a big difference? Typically, only 75% of emails will reach their intended recipients and this is before the email spam filters get involved. So even if it does reach the recipient, it might never to be seen. SMS has a penetration rate of 91% so there is a much higher possibility of the intended recipient seeing the survey.
We always advocate the collection of an open ended verbatim comment along with that of quantitative information. When gaining these comments from the customer, email does allow detail due to the ease of typing and unlimited space but it is usually a considerable time after the experience. In contrast, SMS can provide much more accurate and relevant detail as the survey is so close to the decisive moment in the customer experience, when it is in the top of the mind.
Additionally if I open an email that is longer than a page, it usually heads straight for the bin without being read. An SMS survey is no longer than 160 characters so customers can see the whole message and are able to digest it very quickly. The drop off rates during the survey are low due to the ease of completing it and the natural conversational style that SMS allows.
The speed of response is significantly higher for SMS compared with all other survey channels. With SMS, 70% of those customers who respond will respond within an hour. With email only 29% do. This feedback is received in real-time so it is more actionable. This could lead to many more customers being satisfied or delighted with the service they received, acting as willing advocates for your brand. Another clear indication that SMS is a very effective feedback channel.
Natasha Holroyde
For more info on NICE Fizzback, please visit www.nice.com/fizzback