How Interactive Tools, From Hosted Ivr Systems To Sms Messaging, Can Win Customers

There is a general belief in the business world that trends may change but customers never do

. The basis for it is that although tastes and preferences may vary in terms of popularity, the need for customers to feel comfortable and confident before buying remains strong. Interacting with customers is therefore hugely important, which makes services like hosted IVR systems and SMS text marketing, extremely beneficial. There can be no doubting the power of communication when it comes to marketing or, indeed, making a sale. Through the development of mobile SMS marketing, companies and service providers can communicate directly with either individuals or group customers. This can succeed in building a greater relationship with customers, helping to ensure that the customer is comfortable with the purchase. However, communication is also effective where sales may be on the verge of being lost. A good example is in the case of abandoned baskets, where a website visitor seems to be hesitating before going through with a purchase. It is equally useful where a visitor requires more information or advice on products, or a little extra encouragement to complete the purchase. Research has shown that a majority of people making purchases on a website will typically hesitate before finally pressing the buy button. This is evidenced through two main situations, where the shopping basket on a site is abandoned, and where the purchasing page, where credit card details are entered, remains incomplete for a number of minutes. In the first case, the customer can sometimes have a sudden changed of heart, but this is usually based on developing some sort of a doubt over the effectiveness, suitability or efficiency of the product. For example, a home owner looking to buy new garden furniture may very well wonder if a rope hammock is as good an idea as it first seemed. In this case, a brief chat over the phone with an agent could serve to restore confidence in the sale. The outbound phone call is made when a trigger event takes place, such as a delay on the payments page. This causes a phone call to be made to a call centre, where an agent is given the details of the customer that is online. The agent can then make an outbound call to the customer. This can take place within seconds of the trigger event, providing the customer with a live person at the end of the line that can answer any questions. The promptness of this kind of service is shown to impress customers, providing them with a voice to inform and reassure at the time that they most need such sales attention. It is precisely the same process as happens in a high street shop, where sales staff enquire if they can be of assistance when a customer is considering options. SMS messaging provides a different type of customer service, though it is based more on notifying a prospective customer of a special offer or event rather than convincing them of making a purchase. Being informed without first having made an enquiry is empowering as it suggests that the receiver is being thought of specifically. This sense of empowerment is enjoyed by customers and can put them into a positive mood, which in turn can serve to increase the likelihood of a sale being made. Other positives of mobile sms marketing is that customers can respond to a message and request a call back. This provides the business with a chance to provide more information to the customer and thereby increase sales probability. Another major plus is the data that can be gathered too, with polls and consumer preferences also possible to help to develop future marketing strategies. Recovering sales from abandoned baskets on a website, or informing customers directly though SMS messages, are two highly effective examples of communication with the consumer. Meanwhile, hosted IVR systems add even more by streamlining the telephone experience for the consumer and so reduce their time on the phone. However, because these IVR systems are remote, they can provide huge savings in costs as the service is not housed on site. These reduced costs, in the midst of an increase in the number of sales, means that a healthy profit can be made.

by: Sarah Shore

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