Text messaging may be a less sat- isfying communication option — due to its emotional superfi- ciality, the inability to decipher
nuance or sarcasm, and its use to avoid
But today’s tech-savvy, forward-think-ing insurers have little choice but to incorporate texting (along with app-based
messaging) into their prospecting and customer relationship management plans as
texting is overwhelmingly popular among
consumers, especially millennials.
Consider how far text messaging has
come in roughly two decades, based on
•;97% of Americans sent and received
at least one text message a day, according to the Pew Research Center.
• Worldwide, consumers sent about
23 billion text messages a day, or
16 million per minute, according to
•;Text messages have a 98% open rate,
while email has only a 20% open rate,
according to Mobile Marketing Watch.
“Text messaging has proven itself to
be a superior communication platform,”
software blogger Juebong Khwarg re-
cently wrote. “It’s fast, it’s accessible and
Here is a look at why nine different
insurance, technology and customer
care thought leaders believe texting
should be used to strengthen customer
No. 1: There are fewer regulatory
hurdles than in the past.
At one time, text messaging between
customers and businesses — including insurance and financial services
— posed a conundrum. Among other
reasons: Federal communications law
requires that consumers must consent
in writing to receive any commercial
However, today’s communications
vendors are building text messaging services that accommodate regulatory compliance demands while furthering a company’s business needs.
Prudential Insurance is among the industry leaders that now capitalize on text
messaging. Based on the company’s success with social media campaigns, moving into text communications “was really
a no-brainer for us,” Birdia Chambers,
Prudential’s head of social and digital
strategy said in a recent blog post penned
by Myriah Wood, the product marketing
manager for Hearsay Systems.
Wood explains that texting grew to
become a powerful business communications tool because more than half of today’s financial services professionals are
texting clients, and statistics show that
almost all text messages are opened, most
within just a few minutes.
No. 2: Texting enhances
traditional prospecting strategies.
Jaimie Pickles is general manager of insurance with the consumer data and analytics company Jornaya.
He says the use of text messaging is
on the rise now that companies have
become savvier about securing writ-
Tech-driven communications strengthen customer loyalty
BY ELANA ASHANTI JEFFERSON
9 REASONS WHY