Examining Mobile Messaging’s Potential Impact

By Anna Papachristos, 1to1 Media

With three billion mobile subscribers and six billion connected devices throughout the world, it’s difficult to deny mobile’s penetration across industries. Thus, as brands work to rejuvenate and realign strategies to accommodate emerging consumer behaviors and expectations, mobile messaging remains top of mind for leaders who wish to cultivate exceptional customer experiences.

Conducted by the International Data Corporation (IDC), the “Exploring the Impact of Mobile Messaging on Customers, Employees, and Operations” report examines how companies are adopting mobile strategies to enhance customer communication and improve business tactics. Sponsored by OpenMarket, the study surveyed 600 technology decision-makers representing global enterprises in order to reveal key insights into how mobile messaging has impacted important business functions—customer service, marketing and sales, and employee relations—across 10 industries. While most have failed to adopt holistic messaging strategies, more companies now recognize that mobile offers organizations the opportunity to enhance brand experience via increased customer insight, improved employee relations, and advanced operational efficiencies.

The following statistics demonstrate how mobile messaging currently impacts enterprisewide initiatives and how industries plan to expand their strategies in the future:

  • While 72 percent of organizations believe that mobile messaging has a considerable or major impact on the customer experience, 62 percent have at least two messaging platforms deployed, and 78.5 percent have more than one active initiative in place.
  • According to customer service professionals, differentiating or improving customer experience (39 percent), attracting and retaining consumers (35 percent), and gaining deeper customer insights (35 percent) are the top three business priorities impacted by mobile messaging.
  • Sales and marketing respondents maintain that gaining deeper customer insights (41 percent), enhancing multichannel delivery capabilities (35 percent), and differentiating or improving the customer experience (34 percent) are the top three priorities impacted by mobile efforts.
  • For IT and security teams, mobile messaging primarily impacts efforts to differentiate or improve the IT customer experience (40 percent), attract and retain IT customers (38 percent), and gain deeper IT customer insight (38 percent).
  • HR professionals believe mobile messaging significantly impacts employee communications (21 percent), workforce optimization (15 percent), and employee welfare (14 percent).
  • Eighty-seven percent of travel and hospitality brands are piloting or in production with mobile marketing programs that include customer promotions, while 82 percent of high-tech companies consider SMS to be effective for customer alerts.
  • In the U.S., 50 percent of those polled are in the pilot or production stage of their mobile strategy and 49 percent currently use mobile to disseminate alerts, reminders, and notifications. In Asia, however, 100 percent of respondents are in pilot or production, with 69 percent currently using mobile workforce management tools.
  • European respondents believe that mobile messaging has a considerable or major impact on increasing brand awareness (59 percent) and the omnichannel delivery of goods and services via Web, catalog, and store (69 percent).

Key takeaway: Mobile technologies continue to gain traction as usage among consumers increases daily. Yet, while leaders recognize the potential for enhanced customer experience and employee relations, an overwhelming number still fail to pursue the long-term, purpose-led approach to mobile investment. In many cases, companies have yet to pinpoint the correct vendor partners that will support their individual goals regarding mobile messaging. As with any other channel, there’s no one-size-fits-all mobile strategy or industry standard. Instead, businesses must troubleshoot and adapt as they gain their bearings in this emerging market. Despite the risk potential, brands know that they often have to spend money to make money, even when it comes to mobile innovation. Leaders must experiment to establish which strategies resonate with their customer base and use said insights to drive improvements and engagement across all available touchpoints in an effort to support the omnichannel ideal.