Bzzz. It’s your
teen texting you. Bzzz. Now it’s your
husband. Bzzz. Here comes a link sent
to the whole family, and you brace yourself for the onslaught of reply-all
group texting commentary. Bzzz. Bzzz. Bzzz. Bzzz.
For many of us, texting has become an integral (and maybe
even annoying) part of our daily communications. But the convenience and
immediacy of texting – whether it’s to your spouse about dinner plans or your
boss about the upcoming meeting – is appealing, isn’t it? The modern-day
equivalent of trading notes in class allows for responses either in real time
or at your own pace, providing a uniquely flexible channel for communications
In fact a survey by The Harris Poll
found that 93 percent of 18-34-year-olds use text messaging, and that 86
percent of 18-34-year-olds strongly or somewhat agree that it’s frustrating to
be tied to a phone or computer to wait for customer service help.
If we know that much, it’s not hard to realize that one of
the many channels your customers might want to use could also be specific to a
type of communications they want. Are you letting your customers untie
themselves from desk-bound devices for certain customer experiences?
Preference management, the active collection, maintenance
and distribution of unique consumer characteristics, such as product interest, communication
channel preference and frequency of communication is the best way to figure out
how, where and when your customers want to relate to you.
As marketing experts, we already know it’s not just kids
with noses buried in screens who are looking for text-everything, but providing
customers opportunities for brand communications in different settings can let
them set the pace and tone for certain communications. Whether their style is about passing notes in
class or having a heart-to-heart, make sure you’re speaking your customer’s
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.
Labels: brand communications, channel, consumers, daily communications, holtzclaw, marketing experts, preference management, texting