Strategic use of SMS text messaging is an effective and efficient way of reaching out to customers to increase promises-to-pay and collections performance. Mark Oppermann, Development Director at customer interactive messaging leader VoiceSage, explains theory and best practice here
Chasing customers and trying to get them to make a payment is a labour intensive, disjointed and costly process. Bombarding customers with letters, e-mails, one way texts and calls is ineffective. After a certain point customers avoid all attempts to engage them in a meaningful conversation about their debt. They have stopped listening. This does neither party any good. We need to create a bit of space to enable the customer to gather their thoughts, to ready themselves, to overcome their embarrassment, and to engage on the issue they have avoided for so long.
So where does SMS text messaging come in? It is used by almost everyone and has incredible reach. It can be used with even the most basic kind of mobile handsets as well as smartphones. It is embedded in everyday casual interactions, it can be discreet, and it is appreciated by customers where the communication is of value to them. However to date it has occupied a fairly low position in the priority list of most contact centre executives because its power is underestimated. In the mind of executives it might seem a rather “low tech” and an unsophisticated way of communicating. Yet personalised, context sensitive communications tailored to the individual’s preferences is the secret to successful outcomes.
The new concept of “SMS Conversations” delivers these outcomes. It is a powerful and proven way of reaching out to customers that is radically changing the contact process around collections. These one-to-one interactive texts messaging sessions between an agent and customers can deliver huge benefits in terms of improved efficiency, better utilisation of call centre agents, and improved collections performance. In particular it is a highly effective way to reach out and establish a working relationship with customers who have stopped responding to standard outbound contact processes. SMS text-based dialogues can turn defaulters into payers at a fraction of the cost of the letters and land line calls.
Why is this so effective? The UK is a nation of texters: Ofcom released data last year that showed the average Briton now sends 50 texts a week, with over 150 billion text messages sent in 2011 alone. Almost all (96%) 16-24s use some form of text-based application on a daily basis to communicate with friends and family.
However the fact that people love to text and are comfortable with the medium is only part of the reason why using a SMS text messaging is hitting the mark for customer contact teams. The other factor is that it balances intimacy with distance in a way that cannot be achieved within a real time telephone call with a live agent.
Stressed-out customers can respond to texts in their own time and don’t feel as “put on the spot” as if they’d answered a call and were connected to a live agent. There is also less psychological risk for the customer in offering a payment suggestion via SMS as opposed to over the phone in a live call as it removes the completely human fear of rejection.
So how are companies using SMS text messaging to improve collection performance? Simple. They’ve changed texting approach from “fire and forget” to “Guided SMS Conversations” – threading inbound SMS responses with outbound replies from the agent, seeing how conversations are flowing and determining how best to prompt customers to next steps. In essence SMS conversations engage each customer in a one-to-one text messaging session with an agent about their outstanding balances and it has resulted in some staggeringly positive outcomes.
For example, previously on a customer file of 10,000, using 30 agents and a dialler, 200 promises- to-pay were achieved with a kept rate (that is the customer adhering to the agreement) of 64%. Using SMS conversations, 192 promises-to-pay were achieved, with a kept rate of 75%, but using only two agents. SMS conversations are delivering the same, if not better, collections and promises-to-pay performances. When used as part of an overall messaging strategy, SMS conversations are effective at various stages of the debt cycle and particularly in late stage debt collections.
The added benefits of this particular type of “conversational engagement” is that it is fully compliant and has complete audit trail capabilities. Coupled with right party contact verification it has proven to be very effective and efficient. Developing a connection with a customer is a good way of opening up channels of communication allowing the customer to feel comfortable when discussing their personal situation. In terms of messaging and customer contact, context really is king.
Improved collection ratios
In fact organisations like Clarity Credit Management and Vanquis Bank have started to use this service and are already reporting boosted efficiency, markedly improved collection ratios and agent efficiencies and significantly improved relationship with customers. The latter, a leading UK-based credit card company, says, “Sometimes people just end up embarrassed about a problem. In some cases, if you pound them with outbound calls, they will just stop dealing with you.”
Operating a hugely successful credit risk operations, clients are now converting more late-stage ‘promises to pay’ to completed transactions – with 60% less agent resource – using this approach. In the collection arena, without a proven and consistent real-time contact strategy, eliciting payments from customers is becoming increasingly difficult. Excessive or badly-timed outbound contact impacts the relationship with customers, is expensive and also undermines profitability. At a time when consumers have never been so demanding nor resources or profits more stretched, flexible, automated and pre-emptive debt collection has to be the way to go.
Commenting on SMS conversations, Vanquis Bank’ Head of Credit Operations comments: “We’ve just started this using this capability and it has been exceptionally well received by our customers. Sometimes technology can hinder what you’re trying to do, but this is a real enabler.”
In addition, using SMS as an interactive, rapid-response mechanism to connect with defaulting customers is only one benefit of the medium. It is also a useful way to engage with your customers and deepen their interest in any new products or services. Banks can text customers during the various approval stages of a financial product, telling them where they are in the approval cycle (“your loan application is being processed now,” and so on). It’s also a great way to offer value added services, texting people with an up-to-date balance on a particular account.
In conclusion, when there is an on-going dialogue with customers, then SMS Conversations are simply part of the next generation of debt collection. Companies need to make sure that their collection processes are easy to use, unobtrusive, and convenient to the end customer which means the enterprise must continuously evolve their understanding of the customers’ communication preferences. Making it personal means treating different people individually. The more you can understand and accommodate an individual’s values, the greater your ability to influence the outcome. Technology makes this possible to a degree you may have never imagined before.
The author is Development Director at VoiceSage ( www.voicesage.com), a business services company which provides state of the art interactive voice messaging (IVM) and SMS solutions
Is Digital Transformation the Key to Business Survival in the New World?
After a turbulent year, enterprises are returning to the prospect of a new world following an unprecedented pandemic.
Around the country the way we interact with customers, how consumers buy, and what interests the public has rapidly changed. Successfully managing these digital transformations may be the difference between your success and failure at this stage of continuing economic uncertainty.
Of course, the investment may appear unviable, but the benefits maintain growth and profitability. Digital transformations change the way you conduct your business. It allows you to take a step back and reconsider every aspect of your business. This includes the technology you use, how your staff operate, and how customers interact with your brand.
The World Economic Forum has predicted that the value added by digital transformations across all industries could be greater than $100 billion by 2025. Digital transformations are allowing organisations to rapidly innovate.
Accepting this innovative approach to your business right now may spell the difference between company liquidation and prosperity. Here, we look at the benefits of digital transformation and why it’s essential for your business.
Transform your customer experience
The main objective for a business is to fulfil the needs of their customer. A positive experience is vital to retain customers and encourage new consumers to interact with your brand. Likewise, positive customer experience is a core principle of digital proficiency.
A recent study found that 92 per cent of the top 100 organisations have a mature digital transformation strategy in place to improve their customers’ experience. This is compared to all other organisations where only 22 per cent of responding companies have these strategies in place.
One way to achieve this is to recreate your e-commerce platforms to better represent the needs of your customers. A complete rejuvenation can help to identify problems and obstacles in your current system.
SMEs have the opportunity to base their digital transformations on the successes of other businesses. In terms of customer satisfaction, 70 per cent of the leaders reported a significant and transformational value in overall customer satisfaction.
Digital transformation can help you to better understand your market. By tracking metrics and analysing the data that you collect, you will be able to better understand your customers. You can also gain a clearer understanding of how the sector operates under varying circumstances. This helps companies to make better business decisions.
One survey on the use of data in business showed that 49 per cent of businesses believe that analytics are of most use in driving business decisions. Two-thirds of businesses surveyed believe that data plays a pivotal role in driving strategies.
There’s a plethora of ways that businesses can collect essential data. These include surveys, transactional data tracking, social media monitoring, and in-store traffic monitoring.
Greater collaboration across departments
By centring your organisation around digital infrastructure you can create a consistent working experience. Sharing data and information with your staff can promote idea sharing and innovation.
Organisations are beginning to create companies based on a digital culture. This shapes the way that staff communicate with each other and how technology influences the way they work. This culture reinforces their other digital strategies.
It’s important to maintain engagement with staff during a digital transformation. One report indicates that 79 per cent of companies that focus on culture sustain strong performance throughout their transformation.
When organisations are built around a common goal, business transitions will be smoother.
Improved agility and innovation
Digital transformations allow your business to stay agile, in that it is always prepared to and welcomes change.
The most successful organisations do not follow the beaten track. They look to see how their company can diverge from their original mission and build on their successes. Technology allows these new approaches to be developed alongside extending business enterprises.
One survey shows that 68 per cent of businesses believe that agility is within their top three most important initiatives. This means ensuring that every interaction between customer, technology, and staff is meaningful.
These agile interactions can include, for example, the development and improvements of chat-bots. It all works towards helping locate the best possible options for staff and customers.
Frequent technological innovations make it difficult to predict what business will look like in the future. Organisations can prepare themselves for this through digital transformations, allowing any future developments and changes to integrate into their business operation.
Being recognised as a digitally transformed business, customers and staff will recognise your attempts to innovate and provide the best possible service. The ability to create additional revenue also highlights the need to adapt to the digital age. The future is showing its face through technology. Businesses must take advantage of the transformed society to change how they operate and reap the rewards.
Virtual communications: How to handle difficult workplace conversations online
Have potentially difficult conversation at work, like discussing a pay rise, explaining deadline delays or going through performance reviews are hard to do successfully under the very best of circumstances. Now many of us are faced with the additional challenges that remote working presents meaning you need to have these kinds of conversations virtually. A little preparation and advance thought about the direction of the discussion can really help to make the interaction feel more natural and improve your changes of a successful outcome.
Tony Hughes, CEO at Huthwaite International leading global provider of sales, negotiation and communication skills development, shares advice on how to handle difficult workplace conversations online.
Plan your communication airtime
Planning for a call can be an unpopular task, but taking a few minutes to think through the structure and purpose of your conversation can really help you to achieve your objectives – assuming you know what they are! Work out your primary, and also secondary objective as a fall back, so you will not have to rely on pressing for just one outcome if that becomes too difficult to resolve in one conversation.
Think about how you will show empathy
It can be difficult to observe someone’s body language over a virtual camera call so tone of voice is more easily interpreted. Listen carefully for clues to how the conversation is going from their tone and note that nerves tend to make the voice higher and this can be very noticeable – a warm drink may help to relax your vocal cords and deepen your voice. Smiling when you speak (if appropriate) will also help to relax you and the other person. If you need to get it all right first time, practice makes perfect. Practicing with a friend of colleague can help to produce the relaxed tone of voice necessary to sound sympathetic or authentic.
Active listening is essential
Listening is what separates skilled communicators from unskilled and using active listening is key to ensuring the conversation goes well. We demonstrate active listening by acknowledging statements. Acknowledging is not the same as supporting, by acknowledging we show we are listening but do not necessarily show agreement. Using phrases such as ‘I understand’, or paraphrasing statements show that we are aware of their opinion and their thoughts without necessarily agreeing with them. Taking care to allow people to fully express themselves, especially if they are agitated or excited, is key to defusing the situation.
If we must disagree with them, we should take care to make a positive statement before and after the disagreement. This means saying things like ‘I fully understand what you’re saying, and will do my best to help. However, I will need some time to investigate the situation. Let me come back to you in X time’.
Remember counter offers can be counterproductive
Communicating online can bring a sense of urgency to get the conversation over with quickly, especially if people are not used to virtual communication methods. This unnecessary pressure can cause people to make hasty, often ill-considered counter offers or proposals in a bid to reach an agreement about the difficult conversation they’re having or to tick the task off our list. Whether this is agreeing to workloads for the week, or discussing a pay rise – rushing conversations and making hasty proposals can be counterproductive and may show you’re not really listening and intent on pushing your own agenda. Good communication is about listening and understanding the needs of others, whilst maintaining a strong stance.
Avoid irritating verbal behaviours
Having a difficult conversation in the workplace is hard enough without the added complication and tensions that communicating virtually may present! Try to avoid adding to this by keeping the conversation free from irritating verbal behaviours. This means avoiding self-praising declarations by using words such as ‘fair’ and ‘reasonable’ when talking to people. This can cause tension as they can undermine the person you’re speaking to and may cause lasting damage to your relationship.
Other verbal behaviours such as telling someone you’re ‘being honest with them’ or ‘that you’re trying to be frank’, can indicate that you may not have been completely honest in the past, or that you may be suggesting your counterpart is being intentionally dishonest. Steer clear of this use of language. It can lead to tension and a breakdown in communication further down the line.
Remember to show emotion
Perhaps surprisingly, skilled communicators show their emotions and indicate how they are feeling towards a situation more than the average communicator. This skill is particularly important what dealing with a difficult online conversation. For example, phrases including ‘I am pleased we are making progress’ or ‘I’m worried that this won’t work out’, can be used as a substitute for an outright agreement or disagreement as it’s difficult to argue with someone else’s emotions. This verbal behaviour also reveals something personal, which is likely to encourage trust within a conversation. If someone expresses that they’re concerned a deadline won’t be achieved – it’s then difficult to retort with ‘no you’re not.’ When used in the right context, showing emotion is a highly effective way of deescalating confrontation.
Ensure you avoid defend/attack spirals
Defend/attack verbal behaviour is when the focus shifts from the problem to the person and the conversation becomes personal. Skilled communicators avoid this behaviour during a difficult conversation, as it can generate frustration and end very negatively. Usually, involvement in a defend/attack spiral is a heat of the moment reaction and it can be tricky to avoid. Difficult conversations tend to be high pressure, so to avoid this behaviour communicators should aim to understand and resolve, rather than react. This allows the conversation to become open and a solution to be achieved harmoniously.
If you want to learn more about how Huthwaite International can help your team develop a highly effective virtual communications strategy visit: https://www.huthwaiteinternational.com/business-performance-solutions/delivery-options/virtual-learning
Brand guidelines: the antidote to your business’ identity crisis
By Andrew Johnson, Creative Director and Co-Founder.
How well do you really know your business?
Do you know which derivative of your logo to use on a pink background? Have you got a preferred font for PowerPoint presentations? Would you be able to look at a range of social posts and pick out the ones from your brand?
If your answer to any of the above is no, it’s probably time to think about your brand guidelines. Whether you’ve already got a set but feel they need a refresh or you’re starting from scratch, it’s crucial to have a firm grasp on your marketing do’s and don’ts.
Consistency makes you memorable
Before we get into the details of what to include, why do you even need brand guidelines? The simple answer is consistency.
Consistency is arguably the most important element of marketing. It makes your brand recognisable and helps you become known for a certain look and feel. Having a consistent brand also builds familiarity with your audience. People want to know what to expect from you. If you’re persistently using the same logos, imagery and tone of voice (TOV), people will start to take note and, over time, become fond of your brand. This is how brands become household names.
What’s more, just because you think you know your business inside out doesn’t mean everyone who joins your team does. For anyone creating marketing materials for your business, brand guidelines are an invaluable tool to ensure everything is in line with your desired look and feel.
Building your brand
Having a set of concrete brand rules will help your company look its best at all times. So, what type of things should you include in your brand guidelines?
- Define your vibe with TOV
Tone of voice is your brand’s personality coming through in words. Do you want to appear funny or serious? Casual or formal? Cheeky or respectful? Enthusiastic or matter of fact? Your TOV will be a blend of these different elements and work on a scale.
In your brand guidelines, you should clearly state “we write like this” and “we don’t write like this”. Are there any words you don’t like? Can you use casual contractions (“you’re”, “it’s”, “can’t”) or would you prefer to take the more formal route and avoid them? Are you comfortable shortening your brand name from, say, “Hyped Marketing” to “Hyped” or should the full name be used at all times?
These are all important things to consider if you want to make sure anyone writing marketing materials for you is on the same page.
- Pick (and stick to) your colour palette
Colours have a remarkable way of evoking certain feelings. For example, blue is often associated with trust, which is why you’ll see banks and hospitals use it a lot. Once you’ve chosen your colour palette, it’s important to stick to it to create a cohesive feel across all materials.
Your brand guidelines should contain CMYK, RGB, Pantone and Hex colour references for each colour in your palette. These references make it easy for anyone producing or printing materials for you to ensure they have an exact colour match — rather than just taking a wild guess!
- Learn your logos
Your logo should reflect what your company does day-to-day and marry together your colour palette and TOV into one little emblem.
Most businesses have derivatives of their primary logo, which should be used wherever possible. Your choice of logo will depend on where it appears. For example, you might use a white version of your logo on a solid colour background or a black version when colour printing isn’t available. Icon logos (with no accompanying text) also tend to be more suitable for social media profiles.
It’s also important that your guidelines include the correct proportions, opacity, colour usage and exclusion zone so that your logo always appears as intended. No one likes a squashed, off-colour logo!
- Tune into typeface
Selecting one or two fonts to be used across all materials is vital for maintaining consistency and expressing your brand personality. Do you prefer serif or sans serif? Sans serif is becoming increasingly popular (particularly for online materials as it’s easier to read on a screen) but serif still has a more formal effect.
In your guidelines, define where these fonts should be used. For example, you might use one for internal communications and another for external or different ones for online or offline materials. It’s also worth choosing one font for headings and another for body copy or sub-headings. Make sure you note which colours from your palette should be used as well.
- Include the right imagery
Elegant copy, snazzy colours and a slick logo are all essential for your brand’s identity. But what about images? It’s key to include a section in your guidelines about the kind of imagery that should be used across your marketing materials.
Do you prefer photographic or illustrative imagery? Should your images feature people? Will you take the photos yourself or are you sourcing them elsewhere? If so, where are you sourcing them from? Get it all written down to ensure all imagery used is in line with the look and feel you want to create.
It’s never too late…
You may be reading this and thinking it’s too late for you to draw up brand guidelines for your company — but it never is.
While it may feel daunting to overhaul the way you produce your marketing materials, progressing with more consistency only cements what works for your brand and helps dispose of anything that doesn’t.
Are you looking to refine your brand and ensure it’s instantly recognisable? Get in touch with us today to learn more about our branding services and how we can help create brand guidelines and a TOV document for your business.
The Coming AI Revolution
By H.P Bunaes, CEO and founder of AI Powered Banking. There is a revolution in AI coming and it’s going...
Q&A with Joe Steele, Head of Workplace Technology at Starling Bank
In just under a year, many businesses had no choice but to go online and with digital transformation on the rise...
How financial services organisations are using data to underpin future growth
By John O’Keeffe, Director of Looker EMEA at Google Cloud In addition to the turmoil caused by the COVID-19 pandemic, a...
Three questions the financial services industry must answer in 2021
Xformative, a Mastercard Start Path recipient, shares what these questions mean for fintech partners and their innovations This year, fintechs...
A quarter of banking customers noted an improvement in customer service over lockdown, research shows
SAS research reveals that banks offered an improved customer experience during lockdown A quarter (27%) of banking customers noted an...
Is Digital Transformation the Key to Business Survival in the New World?
After a turbulent year, enterprises are returning to the prospect of a new world following an unprecedented pandemic. Around the...
Virtual communications: How to handle difficult workplace conversations online
Have potentially difficult conversation at work, like discussing a pay rise, explaining deadline delays or going through performance reviews are...
Black Friday payment data reveals rapid growth of ‘pay later’ methods like Klarna
Payment processor Mollie reveals the most popular payment methods for Black Friday Mollie, one of the fastest-growing payment service providers,...
Brand guidelines: the antidote to your business’ identity crisis
By Andrew Johnson, Creative Director and Co-Founder. How well do you really know your business? Do you know which derivative of your...
COVID-19 creates long and winding road for startups seeking investment
By Jayne Chan, Head of StartmeupHK, Invest Hong Kong Countless technology and other companies describe themselves as innovators, disruptors or...