How to Create a Delightful Customer Moment via Text
When was the last time you looked at your phone and smiled at a text message notification you received? While this text most likely was sent by a friend or loved one, you may not have considered that your company could create a similar delightful moment with your customers.
These days, screen time is on the rise and your target audience is spending increasingly more time on their phones. Because of this, your company shouldn’t discount the importance of generating brand loyalty and setting yourself apart from competitors by using this as an opportunity to craft personalized texts that target their exact needs. Consider following this four-step process to achieve that “wow” moment and delight your customer in your next SMS campaign:
1. Consider where they are in the customer journey.
In order to facilitate a unique, delightful moment the next time a notification pops up on your customer’s phone, you’ll need to keep in mind that text messages are not a one-size-fits-all marketing opportunity. Instead, you’ll want to first consider where exactly they are in their purchasing journey, and work backward from there.
For example, if this is one of your customer’s very first touchpoints with your product, an introduction and explainer of how your offering works would help to fill in any gaps as they continue along their path to discovery. There’s nothing like getting the exact right information you might not have even known you needed at the right time. If they have not made a purchase yet and are weighing your product over a competitor’s, a text that underscores why your product best meets their needs can alleviate any decision fatigue they may be experiencing.
Hint: Ask questions throughout the text exchange and staff your SMS line so your customers can have a real conversation with your brand. This will facilitate a two-way dialogue and ensure your prospect/customer can feel confident about your company and product, increasing the chance they’re a successful and profitable customer for you.
2. Determine what content would be most useful to them.
Once you’ve determined where in the customer journey they are, you’ll then want to think about what type of content would best serve them at that stage. If, for example, they are a long-time user of the free version of your app but have yet to convert to being a paid customer, consider sending them a discount code and explaining the new features they’ll be unlocking by upgrading to the paid version. If they’re a new customer, you could also think about sending tips for helping them get the most out of their in-app experience. If you’ve noticed their engagement rate is dropping off, you could send them a check-in text to uncover where they may be feeling stuck or unengaged.
Hint: Cadence is key. In an effort to be mindful of not wanting to spam them with constant messages, you could offer customers the ability to receive fewer (or more!) text messages depending on their preference.
3. Personalize the message.
Now that you’ve decided on the type of content you want to share with your audience, you’ll want to determine the best way to personalize that experience so they feel as though you are speaking directly to them. The mistake companies make is talking about everything they offer or every new release to all customers – personalize based on what you know about each person. You may want to review their previous interactions with your company to demonstrate that you understand their experience up to this point, and aren’t repeating any information they already know. If they recently completed an action on your website or app, you could acknowledge this and follow up with additional recommendations to help them continue the momentum. The more targeted your messages are, the better supported your audience will feel, knowing you’re recognizing their touchpoints on a personal level.
Hint: When your customer opts in to receiving text messages from your business, consider asking whether they have a preferred nickname at the time they sign up. This way, you can be sure your messages are addressing the name they prefer to be called!
4. Incorporate magic and flair!
When all else fails, it can never hurt to make your messages memorable by thinking of outside-the-box ways to stand out from the noise. For example, throwing in a pun or play on words can go a long way in demonstrating the human side of your business The use of images or emojis 👋 stands out and can also allow you to incorporate other elements that can convey your brand voice in a way that goes beyond a standard text message. Don’t be afraid to try out something new and unexpected – using this approach can make for a delightful (and memorable!) brand experience.
Hint: Key milestones are excellent opportunities to create surprise-and-delight moments for your customers. Remembering a customer’s birthday – or even the date they first created an account with your company – can demonstrate how appreciative you are that they’ve chosen to work with your business, while also celebrating their success 🎉