Is SMS Support Really Worth the Effort? An Opinionated Dive
Introduction
In an age where customer service channels are diversifying faster than you can say “omni-channel support,” one contender seems to have a curious staying power: SMS or text-based customer support. It's time to ask the question many business leaders and customer service professionals have been pondering: Is SMS as a support channel really worth the effort?
The Rise of SMS Support
It's no secret that customers want immediate, convenient support, and SMS seemingly offers just that. According to Gartner, mobile interactions are projected to increase by 40% in 2023, meaning the smartphone is more crucial than ever1. SMS, being native to every mobile phone, provides a direct line to customers.
The Advantages: Speed and Convenience
Speed
There's no faster way to get in touch than a quick text. A study by Twilio found that SMS open rates beat email by a staggering margin, boasting a 98% open rate 2.
Convenience
Texting is something we all do. It's simple, and it doesn't require downloading a new app or logging into an account. In the words of the CEO of UJET, Anand Janefalkar, “The consumer is driving a lot of this change. They're the ones asking for text.”3
The Pitfalls: Complexity and Limitations
Complexity of Issues
While SMS is great for straightforward problems, it struggles with more complex queries. Imagine trying to resolve a billing dispute or troubleshooting a technical issue via text—it quickly becomes a cumbersome process.
Security Concerns
Due to its nature, SMS isn't the most secure channel. This poses significant risks when dealing with sensitive information, something pointed out in a report by Forrester4.
ROI: Is It Worth It?
It's vital to consider the Return on Investment (ROI) when adopting a new customer service channel. Setting up an SMS channel does require a significant upfront investment in terms of technology and training. While you could argue that the speed and convenience for the customer would make up for it, the limitations in handling complex queries and security concerns could be potential deal-breakers.
Bottom Line
So, is SMS customer support worth the effort? In my opinion, it depends. If the majority of customer queries are straightforward and quick to resolve, then SMS might be an efficient channel to add. However, if your customer support often delves into complex and sensitive issues, then the limitations of SMS become more glaring.
The key is to understand your customers' needs and to match those with the capabilities of your support channels. No one size fits all, but SMS definitely shouldn't be disregarded out of hand.
#SMS #CustomerSupport #CustomerService #Opinion #ROI
