Go to bed with customers, on the train, or to work, the pub, even on holiday

Bisco, Andy
March 2005
Management Services;Spring2005, Vol. 49 Issue 1, p26
Academic Journal
This article focuses on the use of short messaging services (SMS) technology to extend customer service in the competitive marketplace. Business must adapt to the mobile lifestyles of their customer if they want to create loyalty and growth. To really satisfy their customers, companies need to build a strong personal relationship with them and understand their needs. They need to satisfy those needs within the timescale and in the manner that customers desire. The British National Health Service (NHS) is well ahead of the business world in recognizing the benefits of using SMS messaging. The sending of text messages to mobile phones reminding patients of their forthcoming appointments is being used to reduce the number of did not attends. The NHS says it costs £320 million a year because more than one in 10 patients does not keep their appointment. Many British companies have failed to recognize the opportunity before them and are not using SMS to communicate with clients. A customer communication system (CCS) providers sets up an automated process to send messages to individuals or groups at will, or at pre-determined times programmed to suit a business and the clients. The CCS instructs the SMS system as to which message to send and to whom.


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