With the emergence of mobile phones across the globe, it comes as no surprise that mobile is at the heart of today’s rapidly evolving digital economy. In both our personal and professional lives, we instinctively connect and engage via mobile. Over 74% of mobile users say they cannot do without their phones, while 65% of us regularly use our phones to transact business online—and these percentages are steadily increasing.
Projections show that within the next few years, virtually everyone will own a mobile device, which will be used not only to talk, but to engage with and carry out personal, social, and business transactions. These advances create a vast opportunity for organizations across industries and continents to leverage mobile as a key means of communication with their customers.
When it comes to business transactions, we, as customers, require a real-time, convenient, and secure experience while seeking better control and simplification of our customer journey. Accordingly, as business providers, we must ensure that we deliver on these customer needs and orchestrate a multichannel engagement strategy that includes mobile messaging (SMS, MMS), social media, chat apps, voice, and e-mail to reach and interact with our customers. An encompassing strategy offers the customer choices on how they prefer to engage with the business.
While all engagement channels are essential in presenting a range of touch points, mobile messaging (SMS) is the pervasive channel to reach and interact with customers on a personal, immediate, and ongoing basis. However, while SMS enjoys nearly 98% open rate, it is a significantly underutilized and underleveraged form of business-to-consumer communication. To be at the forefront of this engagement model shift and to adapt to changing customer needs, organizations in the digital economy must ensure that mobile messaging is central to their engagement strategies.
In the near future, mobile messaging will be the primary channel for governments to update their citizens, retailers to engage with shoppers, universities to communicate with students, and banks to share information with their customers. Many of us have already engaged with various organizations via mobile messaging through extreme weather warnings from our local authorities, credit card activity or payment notifications, upcoming doctor’s appointment reminders, and more.
The relevancy, reliability, and ease of these communications are undeniable, and they represent the future of the digital economy. To learn more about intelligent and interconnected mobile engagement, download the SAP white paper “Intelligent Interconnection and Engagement in the Digital Economy.”
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