Text is a Great Way to Increase Your Engagement with Consumers, Says Zipwhip CMO

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“For businesses, the communication channels of email and phone are just becoming less and less effective,” says Scott Heimes, Chief Marketing Officer at Zipwhip. “Text is a great way to increase your engagement and responsiveness with consumers. They’ll actually respond to a text.”

Scott Heimes, Chief Marketing Officer at Zipwhip, discusses how two-way text messaging can be an extremely effective way to communicate with your customers in an interview on the B2B Growth Podcast:

76% of Consumers Have Received Text From Businesses

Over 76 percent of consumers have received some kind of text from a business. The most common are appointment reminders or bank alerts. This really just scratches the surface. Texting has so many applications beyond just alerts and reminders. There are sales and marketing, discount coupons and giveaways, customer support and service, recruiting and staffing, and internal communications at places like educational institutions. It’s so new and businesses are continuing to innovate in this medium. There are a lot of powerful use cases for businesses.

We have over 30,000 businesses using our software today. They range from very small businesses like yoga studios or lawn care services all the way up to multi-billion dollar insurance companies that are using our solution in their claim call centers. Industries include financial services, staffing and recruiting, healthcare, legal, and more. We have 156 professional sports teams that use our solution. They use it for ticket sales and customer service. There are lots of fitness gyms, radio and TV stations that use our text solution as well. It really does run the gamut of anybody that wants to communicate with their customers via this preferred medium.

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Report Shows Increasing Use of Texting by Businesses

I just talked to the Director of Communications for the Sound Transit Authority, the public transit authority in Seattle, who uses our solution. They publish an 800 number to text or call when people see problems on the trains. Rather than get on the phone and calling, more and more people are texting those alerts. It’s really an interesting use case. Another one is during a recent hurricane down in Houston we had an insurance agent that was using our software to communicate with all of his customers in the area because the phone lines were largely down. Texting was working well to create engagement and communication during those tough times.

We recently created a report called the State of Texting which is a deep research study that highlights the adoption curve of text messaging as a business communication tool. It identifies how many consumers are already being texted by businesses as well as many other key insights and trends. One of the things we saw was that there are a lot of one-way texting tools where you get an alert from your doctor’s office, for instance, but you can’t respond to it. It was actually fired off by a CRM using an API that was just one way.

Text is a Great Way to Increase Engagement

Increasingly, consumers would prefer to be able to respond to those texts and have an actual interaction with a human on the other side to either reschedual that appointment or alert them that they are going to be five minutes late or something like that. We are seeing a trend where people want to be able to respond to texts and have an interaction as opposed to continuing to be one way.

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For businesses, the communication channels of email and phone are just becoming less and less effective. Text is a great way to increase your engagement and responsiveness with consumers. They’ll actually respond to a text. One of the things we are doing as a company is everything we can to maintain the purity of the texting medium to make sure that spam doesn’t leak its way into this channel.

>> Listen to the complete interview with Zipwhip CMO Scott Heimes on the B2B Growth podcast.



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