Nicola Kirby

Key findings: 

• Customers are most actively open to ‘real-time’ communications such as receiving phone calls and texts when there is an immediate benefit to them. Companies who rely on email will miss out on building valuable relationships with customers.
• 69% of customers state that they are happy to be contacted about new products and services. However, only 24% of those surveyed stated they would be happy if that contact was by call, message or app alert. This is inconsistent with actual customer behaviour, as 48% of under 40s browsed or brought new products or services from their mobile in response to a call or message.
• Businesses should not expect to get results from calling alone. 67% of customers are reluctant answer their mobile phone if they don’t know who’s calling. So, it’s important to give people as much information as possible.
• 41% of customers say they are more likely to engage if businesses follow up a missed call with a text message they can respond to in their own time. In fact, sometimes a text alone is enough. 73% have reacted to a text message from a business, and 23% have been prompted to review a deal or contract coming to an end e.g. insurance or mobile contract.
• 78% of those surveyed say that a quick text is all they need to remind them of an appointment or delivery, and 73% have remembered to make, change or cancel commitments to service providers in response to contact via mobile.

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