Increasingly Personalized Customer Communication
As digitalization continues to advance, companies and organizations need to develop entirely new ways and further deepen existing methods of communicating with their customers. A specific message must be delivered to the customer with the highest possible attention value and, in certain cases, receive acknowledgment from the customer, for example in the form of an order or opinion.
Enhancing communication sounds simple and straightforward, but from a technical perspective, there are quite a few different aspects that must be taken into account.
Which channels should be used? Text messaging works well, of course, but is our target audience one to which it would be worthwhile to send a WhatsApp message? How are communication connections established, where are sent messages managed, how are messages responded to, and how is integration with marketing automation implemented, for example?
Communication Services in Cloud Platforms
Marketing automation is one of the most discussed topics in digital communication at the moment. Various marketing automation software solutions are being implemented in an increasing number of organizations, both in the private and public sectors. The software offers many opportunities to enhance customer communication and improve customer experience. The combination of automation and SMS/instant messaging brings efficiency to sales, customer relationship management, customer experience formation, and upselling.
For example, Microsoft Dynamics 365 CRM software is widely used for customer management, which keeps customer data under control and enables communication automation through marketing functions.
One-way messaging works very well in many cases, but often an acknowledgment message is desired from the customer regarding a matter, in which case communication must be implemented as two-way.
Concrete use cases for two-way messages include, for example:
- Marketing automation sends a reminder to the customer about the expiration of an order or contract via text message or WhatsApp. The customer renews the order by responding to the message with a specific keyword or action button.
- Marketing automation sends a notification to the desired channel about an upcoming event (for example, a test drive weekend). The recipient can respond to the message to book a test drive.
- An automatic order confirmation is sent from marketing automation to the customer’s phone regarding an online store order. The message includes an opinion survey about the order, and the message can be responded to with, for example, a rating and free comment.
In addition to Microsoft software, the use cases run in cloud service environments such as Salesforce, HubSpot or Liana Cloud.
Implementation of Messaging Channels
Service implementation and integration with other software is straightforward and secure with an expert partner. When using a domestic provider’s services, agreeing on contract terms, personal data processing principles, and data security matters is easy. In technical implementation, communication-related actions, data transfer, and necessary additional services are agreed upon.
The partner handles the opening and connection of virtual longcode numbers or short codes to the service. In addition, guidance is provided on what type of number is appropriate to use in each case.
Using SmartDialog’s connector, service features, and keywords, different responses are directed to the desired location. Responding can be paid or free for the customer.
How Do I Get Started?
You can utilize the SmartDialog service platform’s modern API interfaces, connectors, or web management interface messaging services according to your needs. We handle the connection and maintenance of messaging channels on a turnkey basis and support the use of the service platform and connections 24/7.
Does your company have a CRM system or marketing automation in use from which you would like to get more by incorporating SMS and instant messaging channels as part of communication paths? Let’s talk more!
Explore SmartDialog and Integrations
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