Two-way text messaging increases customer satisfaction, net promoter score, and customer effort score in the post-purchase “customer service” phase of the customer journey. It’s also the least expensive channel and reduces expensive channels like phone calls by 40%. The general ROI on implementing text messaging is between 700% and 1400%. As brands struggle to truly enhance the mobile experience, those who implement two-way text messaging are perceived as mobile-first innovators.
The biggest surprise in metrics from adding text messaging comes from before the customer service phase of the customer journey. Brands see a 3% to 15% increase in acquisition from top of funnel and middle of funnel tactics. A key takeaway is that text messaging has a positive halo-effect on the customer journey because it is where consumers spend time already. The next few years will see a major shift in building out the tool sets for conversational commerce.