Over the past decade, email, social media and instant messaging technologies have ushered in a new method of communication. As with most declining technologies, the exodus from voice communication has been led by millennials and younger generations looking for instant attention and gratification. Text based interactions are fast, responsive and can be utilized consistently across platforms. Whether in the form of an email, direct message, live chat or an SMS, text communication is quickly becoming the go-to choice for customers to conveniently engage with brands. While we at Call Criteria value the personal touch of voice, video & face-to-face interactions, we’re constantly making the most of text based exchanges that can more easily span time zones and facilitate instant connections. Here are just some of the main advantages of using text-based interactions over the more traditional voice-based option;
  • More cost effective and efficient
Reports from Customer Think show that using text interactions for customer care services saves 40% in costs compared to voice calls. The cost-saving is attributed to the fact that texting allows agents to serve more than one customer at a time. In fact, a single agent can concurrently support 3-5 customers in active discussions and resolve on average 3x more customer issues than through voice channels.
  • Improved brand advocacy
Most large companies with a strong web presence for example, use customer-driven question and answer forums to acknowledge and “reward” their strongest brand advocates. Many of them will highlight top contributors with public acknowledgment, and often use digital badges and other rewards oriented incentive programs to encourage continued customer engagement.
  • Customers get service “on the go”
Texting provides a convenient way for customers to reach out regardless of their location. If a customer is in a loud restaurant or isn’t in the mood to speak with a live agent over the phone, he/she can easily type out a query to a customer service agent and get the attention they need from almost anywhere in the world at any given time.
  • Customers have more freedom
Freedom to multitask, freedom from lengthy hold times, and freedom to carry on with their day is simply a 21st century expectation for most. By allowing the customer to communicate on their own terms, they will feel like they truly are your number one priority.
  • Easily review communication transcripts
Quality managers can quickly and easily review agent performance, and dissect regulation compliance concerns, length of conversation and many other metrics Being able to filter and organize data is much easier without the need to reference audio files or video feeds.  
Now that you know WHY to capitalize on the benefits that accompany text based interactions, here’s HOW to put it to good use;  
1. Establish a digital use leader The majority of customers are already registered and actively using digital channels to contact and connect with companies. To strengthen text-based interactions with your customers, consider hiring a digital leader who promotes frequent use of text-based mediums and has experience doing so. Your digital leader will engage with your customers through social media, email marketing campaigns, and online forums to bring them back to the website where you can establish meaningful engagement points. 2. Empower your customers with information Consider targeted marketing to drive awareness of text-based avenues your customers can use to reach you. Create landing pages with live chat and direct messaging options or social media campaigns encouraging customer involvement and brand awareness. 3. Be consistent and reliable It is vital that your messages flow with each other across platforms, and that your overall mission as a company is expressed consistently and clearly to your customers. Keep it organic and authentic, and avoid copy and paste tactics and fill in the blank responses whenever a personalized interaction can be used in their place.