Why mobile is a silver bullet for customer care

The most obvious advantages of mobile are immediacy, intrusiveness and interactivity – all crucial in a customer-care context, according to a senior executive with history in direct and interactive marketing. 

Text messages, in particular, are near instantaneous, get noticed – with a more than 90 percent open rate – and allow for a two-way conversation to resolve the customer care issue at hand, said Message Systems chief marketing officer Dave Lewis. 

“These are the qualities that make mobile so powerful when applied to customer care, deliver the cost savings and customer experience benefits, and tee-up the bridging opportunity,” the San Francisco-based Mr. Lewis said.

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