SMS: More than a Notification Channel.

It makes sense, SMS is the universal messaging app preinstalled on every consumer’s mobile device.  And consumers use it extensively to converse between friends and family members.  So, why do so many companies struggle to open SMS as a conversational engagement channel?

The answer, it turns out, has more to do with the SMS ecosystem itself and the backlog in your own IT organization.

THE SMS ECOSYSTEM

There is a plethora of SMS providers available today.  Just Google, SMS vendors, and you’re overwhelmed with the number and variety of SMS companies.

Typically, these companies provide a simple Application Programming Interface (API) that will allow you to send an outbound SMS.  You can send a single SMS notification or broadcast an alert to a list (bulk SMS).  These vendors differ in price and features, such as the need to specify a carrier or confirmation of delivery.  However, most SMS vendors are just a “dumb pipe” with an API.

It sounds easy enough to select a vendor and connect your CX or enterprise system to the API and now you are sending SMS notifications.

But here’s the problem. What will your customers do when they receive a SMS notification?  They all want to reply.  That’s what they’ll want to do.  It’s the most natural and effortless solution for them.

This is where SMS begins to get tricky and why brands tend to avoid it as an engagement channel.

Let’s say, for example, you sent your customer an automated alert reminding them of an upcoming appointment.  But the customer wants to reschedule or perhaps needs directions to the appointment.  What will any customer with high expectations want to do?  They’ll want to reply to your notification. 

Unfortunately, you can’t receive inbound replies because your SMS vendor only provides a SEND API.  Or, more likely, they charge a separate fee to receive inbound messages.  Queue frustrated customer!