Thursday, July 12, 2012
If your bank account has been compromised or your flight departure has changed, you’d want to know as soon as possible, right? It turns out that consumers agree, and they welcome alerts across multiple channels so long as time is of the essence (see charts below).
This position represents a significant change for consumers from our 2008 Channel Preference Survey. Back then, consumers were generally negative toward any text messages from companies. Today, however, consumers have changed their tune:
- 15% of consumers would prefer to receive financial alerts via SMS over any other channel.
- 25% of consumers prefer to receive travel alerts via SMS over any other channel.
Of all the message types surveyed, financial and travel alerts are where companies should offer consumers the greatest variety of opt-in options. With consumer preference distributed across email, telephone, and SMS, brands that offer all three options will stand the greatest chance of pleasing their customers.
Brands tackling alert communications may also see an interesting phenomenon develop—consumers who request alerts through multiple channels. Why the duplication? Consumers may not know which channel will have their attention at the moment an alert posts. As a result, they do something rare in today’s environment— invite companies to over-communicate. If you find your brand in that situation, resist the temptation to expand the content beyond the alert the consumer has requested— at least not without obtaining express permission beforehand.