Use Case: SMS Chat for Customer Support
Ways companies are improving upon their customer support and direct communications with “customers”
Innovation in the area of customer support. Customers are always on the go, but they don’t necessarily want to chat on the phone or wait on hold to have questions answered. So companies are going beyond the call center, email support, and social media engagement to improve customer support
SMS Chat (a one-to-one messaging feature)
A university wants to accomplish 2 key goals: staying engaged with current students who are disperse across multiple campuses (both on and offline) and introduce prospective students to their programs. University email addresses are used for assignments and staying connected with professors, rather than university-wide announcements. And students are spending more time on their phones than in past years – particularly sending SMS (text messages) or using mobile apps.
To address the first goal of engaging current students, we’ve setup a 411 type of SMS campaign. Using signage throughout the campus, the campaign invites current students to text a keyword (such as “CAMPUS”) to a shared short code (such as 33898*) so they can ask questions and send feedback about the school. When a student texts in, a new SMS Chat session begins with a live person from the campus administration’s support team. This team is equipped to answer questions about the university and document and feedback from students.
Each phone number is used as a way to identify each student as a unique contact. All messages exchanged between the support staff and that student are saved, and can be referenced back to. While the support staff are replying to students from a computer, students have the look and feel of texting with a friend from their own mobile phone. The information can even be synced with the university’s customer database software.
The result of this upgrade is a more engaged student population. Students feel more empowered to provide feedback to the university and ask important questions about their finances or grades before it becomes a problem.
The second goal of reaching prospective students is an equally interesting prospect for leveraging SMS tools. Many high school students fill out applications online or meet recruiters at college fairs, but they often do not complete the application process or something is missing. Following up with these young people via email is not the most effective way to communicate.
So we will update the online forms to include a mobile phone field (along with SMS compliance content). The prospective student’s information is added to the customer database software, and the call center team can now follow-up with these teens in the fashion they prefer – text messages. Each call center team member can open an SMS Chat with individual prospective students to follow-up on their questions about the university, the application process, or any other burning questions.
*Note this is not a live campaign, so do not try to text in to see a sample.