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Customer Engagement – Simplicity is still proving to be the key to success

28th October 2020

By Denisse Enache, Global Account Manager at TMT Analysis.

Who doesn’t like a bargain? In today’s connected world, it’s all too easy to jump on a great product or service we’ve been looking for when we see it online offered at a great price. ‘Buyer beware’ though of course as not all those things with 70% off are really that much of a bargain! Put this way (rightly or wrongly), we don’t think it would require the services of the finalists at the World Universities Debating Championship to be able to convincingly argue that today’s consumers are indeed nothing but internet-savvy, mobile-enabled data miners who pounce on whichever store or brand offers the best deal. And that brand loyalty is something of a vanishing commodity…

2020 has proven itself to be a challenging year on so many levels for businesses. A knee-jerk reaction by so many during difficult times is to ramp up their client content delivery, expecting that the more interaction and information they provide, the better their chances of holding on to their increasingly distracted customers. But have you ever heard of the phrase ‘those who shout the loudest have the least to say’?

At TMT Analysis we see time and again how today’s consumer truly is empowered and they demand relevance like never before. For many consumers, the rising tide of messages they receive rapidly becomes the polar opposite of empowering – rather overwhelming, hindering their ability to make clear purchasing decisions. But the converse is also true, too little engagement, can deliver the same net result though.

At the low volume end of the engagement spectrum are organisations who converse with their clients far too little or/and send content of questionable value.

Engaged customers are unquestionably any company’s biggest asset and, given it is customers who make or break a business, everything possible needs to be done to keep them engaged. Mobile engagement can be like walking a tightrope though: too much or too little pressure here or there can really impact things. Not an easy trick to pull off.

Here at TMT Analysis we know that a key driver of our own client relationship stickiness is decision simplicity. Key to this is keeping things simple and doing exactly what it says on the tin. Simplicity is in great demand, particularly now.

Right now, organisations of all shapes and sizes globally are reaching more than ever for the most homogeneous digital channel there is which drives the highest general conversion rate – Application-to-Person (A2P) SMS. SMS is both ubiquitous and well understood by mobile subscribers everywhere.

A2P SMS may be in its 28th year but volumes are continuing to increase globally. Our customers use us every day to route tens of billions of SMS messages and for them speed and reliability are critical.

TMT Analysis have access to more than four billion ported numbers around the world, giving the ability to discover the terminating operator for every number and mobile network. Our superfast query platform Velocity can identify the network of mobile subscribers within 5ms. Making all this look easy is an artform we have perfected. Simple.

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