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Why include text messaging among your feedback channels ?
If you could only carry one thing with you every day, it would be your smartphone, right? Mobile phones have become an extension of our very being. Since the start of 2016, almost 130 billion texts were sent in France according to Planétoscope. So why not use texts to gain instant customer feedback?
Measuring customer satisfaction levels is now an essential step for companies who want to guarantee a quality customer experience. Mobile phones are key in achieving this. Using their smartphone, customers can give feedback via email, mobile app or social media. Although often underestimated, texts can serve as an essential feedback channel.
Between phone calls, a customer could receive a text notification requesting that they complete your satisfaction survey. It’s very likely that they will read it as the current opening rate is at 97%. Just remember, the average opening rate for emails varies between 15 and 30%.
DOWNLOAD THE E-BOOK : The best customer feedback channels
WHY TAKE INTEREST IN TEXTS?
There are many benefits to using texts:
- Customers can express themselves when they would like to and not just when you decide (i.e. spontaneous feedback).
- Texts are a very accessible channel that can be used with any mobile device, including outdated ones, and with no need to download an app.
- Daily usage among customers (see highest statistics)
- Users are not being bombarded with texts (yet)
MEASURE CUSTOMER SATISFACTION VIA TEXT
It’s all about your ability to make this a simple, fast and easy experience.
Your satisfaction survey can take on various forms depending on the evaluation method you're using. The traditional method calls for just one satisfaction question in your text. You can then create a series of texts including questions from your survey. Customers can give their feedback by replying to your automated text with a short message, a number between 0 and 10 for example. You can also ask customers to reply to a series of multiple choice questions by numbering each step.
At Critizr, we do not recommend this approach as it does not meet your customers’ expectations in terms of speed and simplicity.
DOWNLOAD THE CHECKLIST : How to build and structure an online satisfaction survey
The following approach is better. This involves embedding a URL link in your text that redirects customers to your satisfaction survey. For this to work, the experience must be mobile-friendly so that customers can quickly leave their feedback. By clicking on the link in your text, the customer will have access to the entire survey. At Critizr, we recommend short surveys with no more than five questions. This prevents the customer from having to make too much of an effort and then simply giving up.
When continuously measuring satisfaction levels, like in the previous example with Save, texts have the benefit of giving an overview of satisfaction levels along with results updated in real time. As an example, NPS, which measures your customers’ intentions to recommend you, is an effective indicator to use via text.
NPS can also be used for spontaneous customer feedback. By using your online and offline communication channels, you can let clients know that they can give feedback via text. Your in-store POS could also display the following message: “Want to tell us something? Text “Feedback” to XX XX XX XX XX”. The same principle applies: by texting you, the customer will receive a message requesting them to click on a URL. In just a few minutes, they’ll have given you their feedback without any hassle.
When a company decides to contact their customers via text, a proper strategy should be used and become part of your strategy to measure customer satisfaction levels. If done correctly, this new channel may help you establish a strong connection with your customers.
DOWNLOAD THE E-BOOK : The best customer feedback channels
BEST PRACTICE FOR SENDING TEXTS
Just like emails, you must ask your customer’s permission before contacting them, i.e. opt-in agreement. The easiest way is to add a box that customers can tick when entering their phone number. Note that a satisfaction survey on the customer experience is not the same as a marketing message. The good news is that, technically, you can get customer feedback via text without opt-in permission, so go right ahead! Nevertheless, remember that you want to build a relationship of trust. Always be transparent with your customers.
Meet customer expectations via this channel
Every customer feedback channel has its own unique qualities and everyone uses the channels they prefer over others. If using texts, it’s generally because a quick response is desired as we know they are automated. Texts eliminate the need to answer a phone call from a company or send them an email. If you decide to interact with customers via text, be prepared to react instantly. So as not to disappoint, particularly if you leave space to comment freely in your messages, have a human point of contact at the ready in case your customer requests it.
Provide an easy opt-out process
Even if your customer has already agreed to opt-in, they may change their mind and no longer want to receive texts from you. Theoretically, you must provide customers with a clear and simple opt-out process. CNIL, the French data protection authority, requires that you include a “STOP TEXTS” notice in all advertising messages. However, the law is different when dealing with non-advertising content. Measuring customer satisfaction levels is an integral part of the customer buying process; receiving a text after making a purchase falls into the same category.
When used by companies, texts generally serve to contact customers as part of a marketing or advertising campaign. However, they are also a feedback tool offering simplicity and a stronger connection with customers. As texts are becoming less and less costly, you can now gather valuable information to measure you customers’ satisfaction levels.