Published By: Neeraj Saini. Published on February 24, 2011 – Sooper Articles
In the latest bit of evidence that texting is not just for teenagers anymore, according to American Banker, retail banks are consistently being taken by surprise by the ecclesiastically positive response from customers when asked if they are interested in receiving bank communications by short message service, or SMS. Reportedly, one retail bank wanted to send text messages online and assumed this proposition would be of interest only to teenagers and those customers in their early 20s; however, the response they got indicated there was demand of more than 15 million customers of all age groups, even retirees, opting in to receive their bank communications by SMS. While this was only a percentage of this particular bank’s customer base, the numbers are indicative of a growing trend across the U.S.
Receiving communication by SMS – even SMS message from computer – has a number of obvious benefits for customers. SMS messages are more discreet than a phone call. SMS messages are less time consuming and disruptive of the customer’s workday than a phone call. Plus, for customers who are actively= involved in their financial circumstances, receiving daily text messages detailing their account balance, recent transactions, and more is a convenient way to stay on top of their affairs.
Of course, sending bulk text message communications by SMS has a number of obvious benefits for the banks as well. When compared with paper communication or the time and effort of making a voice call, SMS is a very low-cost channel. Text message software requires no printing, postage, time delay or human effort and it’s a way of keeping close, regular touch with their customers without having to disrupt their days.
Perhaps the most significant benefit for banks and customers is in the realm of fraud detection and prevention. When it comes to thwarting fraud, speed is of the essence and the ability to communicate a possible problem to customers within minutes can save thousands of dollars per compromised account. The sooner a customer confirms a fraudulent transaction, the better for the bank and everyone else.
So why is SMS so effective? The difference is in the way consumers view their cell phones and mobile devices. For most people, these devices are constant companions as they are taken everywhere – often attached to the person or in their pockets. This makes cell phone communication the fastest way to get a message to a customer. Even voice mail messages can go unanswered for hours, or even days, but an SMS message is likely to get their immediate attention and with the ability to respond immediately, the communication can be completed very quickly.
While many people associate the use of SMS with marketing uses only, many recent shifts in thinking show that SMS is being used for far more. A recent example is the implementation of SMS gateways by health care providers. Patient communication such as reminders of upcoming appointments or prescription medicine dosages is rapidly proving an effective way to harness this new communication technology in useful, patient-centered ways.
John Hopkins Children’s Center recently conducted several studies on text message from computers in a medical context and found immense benefit thismedium can provide. The ability to remind overwhelmed patients to take certain medications at certain times proves invaluable, especially considering the convenience of the communication channel. One study involving children with diabetes showed improvements in blood glucose testing rates when SMS services were implemented. Another study on patients taking immunosuppressive drugs after a liver transplant showed fewer liver rejection episodes due to better adherence to prescription medicine schedules by way of SMS communication.
The cost savings of sending text messages from computers is not lost on health care insurers either. Kaiser Permanente recently partnered with an SMS services company to integrate an appointment reminder system. As a result, the health care provider realized a cost savings of $150 per appointment (their no-show cost), which equated into total savings of over $275,000 at a single clinic.
Please see related article – 2DIGITMEDIA LAUCHES MOBILE HEALTH CARE INITIATIVE -
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Technology can crop up in all kinds of places. But you may not expect text message marketing or QR codes to be part of a farmers market, yet that’s the case in Sioux Falls. At the Falls Park Farmers Market (http://www.fallsparkfarmersmarket.com/). 2DigitMedia worked with ADwërks (http://adwerks.com) to create ways for people to learn more about the products and produce coming into the Sioux Falls summer hot spot. While it changed a lot since starting in 1912, this shows how any company can benefit from text messaging, QR codes and mobile websites.See how vendors and visitors to the farmers market like the bountiful harvest of information from the project!
