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Today I would like you to consider another aspect of communicating with your customers: What media should I use, email, SMS, or a phone call? Well it depends on the message content.
Email is not the right media to communicate information like, “Your vehicle is ready.” Why? For one, not everyone has a smart phone. Email is not the ideal media to send short pieces of information that the customer needs immediately. You cannot be sure that your customer will receive it in a timely fashion.
Let’s consider the phone. Is this still the best choice? For a growing number of customers the answer is NO. Why? Well do you like to receive phone calls when you’re in the middle of a very important meeting with your boss or at home with your family? Consider these questions: How many voicemails do your service advisors leave with customers each day? How many times do they have to call back their customers even after leaving a message? What productive things could your service advisor be doing instead of calling back Mr. Jones for the third time? Your customers are busy and, like many of you, they do not want to be interrupted by intrusive phone calls.
So how can you convey important daily communication to customers without interrupting them? Well, SMS messages, better known as text messages, are considered by most to be the least intrusive method of communication and more reliable than a phone call. According to Wikipedia, in 2009, over 84 billion text messages were sent each month in the U.S. and 94% of the received text messages were read. This is much higher than email or traditional mail. You might be thinking that text messaging is only for kids, but this is not the case. According to Neustar, the average age of an SMS user in the U.S. is 38.
Consider text messaging as an alternative to phone calls. Your dealership will stand out with a new, distinctive experience!
Mark Bowman, Digitaleo Corp