Use Automatic Text Routing (ATR) For Improved Response Times
Increasingly, consumers want and expect immediate answers to their inquiries. They reach for the device in their pocket, and can get instant answers by asking Siri, or using a search engine. But what happens when they text your business directly for answers?
If you are using Conversations, then bravo! As the most important first step, you are receiving their inquiries! But what kind of experience are they receiving, and are your replies delayed? And how can you take advantage of features in the application to help you stay in the race and make it easy for customers to conduct business with your company?
In part 3 of our blog series on Automated Text Routing (ATR), we’ll cover ways to improve B2C text communications through the use of simple Call to Actions and Conversations smart Automatic Text Routing methods.
Make it easy for customers to communicate with you
If you have deployed texting using Aerialink Conversations, you are already a step ahead of many businesses. The next step is to ensure prospects and customers are aware they can text you and that they know you are listening through this channel. That means providing customers with easy to find Call to Actions (CTAs).
Include “text us” in all of your communications, your signatures, website, marketing materials and ads, social media, and include it on business cards. You can even incent customers to register to text with your business. One of the best ways to let customers know they can text your business is to send them a text*. For example, you may want to alert them of an outage, or send them an appointment reminder from which they can reply to reschedule.
Fast connection on the first text
How fast a company begins engagement in response to a customer inquiry is key.
We’ve all been there as consumers, waiting to be connected to an agent respond. That first response can mean the difference between satisfaction and frustration for the consumer and potential sale and missed opportunity for the business. In fact, according to a benchmark report conducted by insidesales.com, up to 50% of sales go to the vendor who responds first to a sales inquiry.
Setting up an initial, immediate text auto-reply, followed up with a live agent who has automatically been assigned ownership of the conversation can go a long way in setting your company apart from the competition. Organize your sales team in the same Group for example, then enable the group with round robin assignment. As leads are routed into Conversations, they will be assigned to the sales team agents in a rotation fashion with those that are online. It helps your business track the texts and ensures ownership.
You can set up different phone numbers to fast track inbound texts to different departments or locations.
Business Number Assignment text routing method
When a text arrives on a specific number, the Business Number Assignment method will automatically route the conversation to the specified Group or Agent. In the contact web page example above, there are clear instructions on which number to use to text with the functional area the texter is seeking. Fast “first response” times leave a good impression on the texter and promotes repeat usage for future engagement.
Messages are delivered to the right person
The more a business can anticipate how a text should be routed, the higher the chance of meeting customer demands. Our newest Automatic Text Routing method allows you to assign a new text conversation based on the texters’ number. It personalizes the experience before the business even replies. Now were talking… I mean texting 😜!
You can predefine in each customer record where a new conversation should be routed. Select the assignment within the Conversations Settings>Mobile End Users page. In addition, your CRM records can specify the assignment as well, and the customer records can automatically load into Conversations on a recurring basis.
As a business, we want to personalize the engagement by showing a customer that we know we know who they are. With inbound voice calls to your office, if you recognize the caller based on the caller ID, and you use their name when you answer, that’s a great way to personalize the conversation from the beginning. Linking inbound texts to a customer’s prior history or anticipated future needs will improve response times and unnecessary transfers which can cause delays.
Here are some ways you can use the smart Customer Number Assignment:
Direct the text to a representative or department:
- who has worked with the customer in the past
- that reflects the specific product or service they use or have been looking at during the decision to buy process.
- who is the assigned account manager or VIP team for the customer
- who can address anticipated needs based on their recent behavior – for example, if their payment is overdue, direct the text to the billing department, if they recently ordered a product, direct the text to customer service who can look up the status of the order
- based on the customer’s address stored in their CRM profile
You can also put the routing in the control of the texter by publishing routing words they can text to initiate an inquiry that will get them to the right person. This is configured in Auto-Replies by setting up a rule for assignment by keyword or pattern. For example, a guest at a hotel 🏨 could text any of the following words and automatically receive a reply from that specific functional group and route the text to that group to address the inquiry.
- front desk
- golf shop
Successful business depends on retaining customers. How quickly a company can understand and satisfy inquiries goes a long way towards delivering a good customer experience. Using smart features that makes the customer feel the company is staffed by people who care about them is a great way to keep the conversation going!
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