A customer walks into a store in search of a black jacket and a new pair of jeans. With so many brands, sizes and styles available, they seek out the nearest sales associate for some help with recommendations. After learning a little more about what the shopper is after, the employee curates a selection for the customer to choose from, helping them get to their final purchase much more efficiently and offering their expertise throughout. To varying degrees, this scenario is provided at stores across the globe, but now brands like Nordstrom are introducing digital services to extend that level of face-to-face customer support to mobile interactions.
The Power of Chat Debrief, a new report from PSFK Labs, looks at how digital communication, SMS in particular, is being leveraged to enhance customer service in a mobile-first world.
According to a study conducted by HeyWire Business, up to three-quarters of consumers prefer texting with a customer support representative to current methods of communication, including email, phone or social media interactions. Simply put: sending a text is the simplest, most efficient way to capture someone’s attention. By extension, it has become an integral platform for brands to establish and maintain strong customer relationships.
For many people, texting is the preferred mode of conversation in both their personal and professional interactions because of how easy it is to reach out to someone and the immediacy of response. Beyond the efficiency of text as a timely and direct line of communication, larger companies can use chat to add personalized service to mobile shopping experiences.
In the case of Nordstrom, their TextStyle service lets the aforementioned interaction incur through messaging. Shoppers text general information about an item they’re interested in and the chosen salesperson will reply with a selection of recommended products. The customer only needs to text back ‘buy’ with a personal verification code to complete the transaction. This functional feature allows the retailer to capture a potential buyer’s attention from wherever and whenever, while providing individualized support.
“We developed and launched TextStyle as nearly a third of our customers told us they prefer to be contacted via text. They value the convenience and simplicity of using text messages to share ideas with their salesperson. We felt enabling a text to buy option was the next step forward that lets customers shop how they want,” said Dan Evans, Jr., a spokesperson for Nordstrom, Seattle.
Outside of the retail environment, hospitality brands are also partnering with service providers like Zingle to offer more seamless communication between guests and staffers. A guest at the Marriott Marquis can process their valet requests directly to hotel personnel with a text message; enabling faster correspondence and shorter wait time between guest’s request and its fulfillment. From valets to concierge and restaurant staff, hotels employees can use text to minimize their time spent processing guest needs throughout their entire stay.
With mobile-consumption trends determining a brand’s use of language and messaging, services like automated chat and opt-in SMS are being leveraged to keep customers informed of relevant news and updates. Chase Bank, for instance, will text clients about low balance or suspicious account behavior to make staying on top of spending less demanding. Online and physical retailers are also sending out notifications to customers to help them manage orders or inquire about potential purchases. Bubble&Stitch, a 24/7 laundry locker room in Amsterdam, will let their customers know when clothing is ready for pick-up through a text.
As shoppers, we still seek out opportunities for in-store visits from reasons of pure leisure and entertainment to trying on a product before buying. But most importantly, we still appreciate the assistance of a sales associate, even when we act on a mobile-first impulse. As illustrated above, brands can and should extend great customer service support to text because customers increasingly desire a digital experience that feels responsive, easy and completely personalized. And what’s easier than ‘Buy,’ Click, Send?
Get The Power of Chat Debrief for more insights into why text message is an integral part of the retail toolkit today. The report from PSFK Labs tackles how SMS, messaging and chat are once again prevalent and even integral to delivering best-in-class brand experiences to customers.
Nordstrom Image:
Mike Mozart | CC | No changes made
This article was written by PSFK Labs from PSFK and was legally licensed through the NewsCred publisher network.
