New FCC Rules Further Enhance Value of Text Messaging for Call Centers
By Brandon Daniell, Co-Founder and Chief Revenue Officer, Dialog Health
In mid-March, the Federal Communications Commission (FCC) released new rules that didn't generate significant media attention, even though the rules could have a substantial impact on the methods of communication used by businesses and the success of those communications in engaging customers.
The new rules represent FCC's first regulations concerning scam texting. Going into effect immediately, they require mobile service providers to block text messages likely to be illegal and block sources unlikely to be a legitimate source for texts. The rules also require mobile wireless providers to establish a point of contact for text senders to use to inquire about inappropriately blocked texts. When it released these regulations, FCC also indicated the agency was strongly considering other measures to further cut back on scam text messages.
For the growing number of businesses, including call centers, using text messaging as a communication channel, this is welcome news and should lead to a meaningful reduction in scam text messages, which have seen an uptick in recent years. As the number of scam messages declines, consumer confidence in texting as a trusted communication mechanism should rise, thus contributing to even higher consumer engagement and faster response times.
Call centers nationwide have been increasingly tapping into the power of conversational, two-way texting to improve productivity, scale staff, and increase engagement rates for customers. The new FCC rules and the agency's plans should motivate call centers to incorporate or further expand their usage and reliance on texting for outreach.
What are some of the top reasons and ways call centers are using texting? Here are four to know about.
1. Manage multiple conversations
When making phone calls, call center agents can only communicate with one customer at a time. But with a texting solution, agents can simultaneously manage multiple conversations, which should drastically streamline workflow and improve agent efficiency.
2. Targeted, automated campaigns
Some text messaging platforms empower call centers to automate and customize texting campaigns for smarter communication. Agents can send targeted and relevant messaging to subgroups (e.g., appointment type, language, location, department, date, survey type).
3. Emergency mass communication
Text messaging is a reliable and effective way of reaching people quickly during emergency situations. A text messaging platform can send thousands of messages in a matter of minutes, delivering critical information swiftly and via a channel likely to have high levels of fast user interaction, which are imperative during emergencies.
4. Customer data and delivery insights
Text messaging platforms with analytics functionality can deliver real-time, interactive data. This can allow call centers to take immediate actions that optimize customer engagement and staff productivity. Such data provides deep insights that embolden agents to make more informed, short- and long-term strategic communication decisions.
Text messaging has been proven to be a simple, yet highly effective and efficient means of engaging and communicating with customers. The FCC's rules should only help to solidify texting as an integral — if not central — component of any call center's communications.
Brandon Daniell is co-founder and chief revenue officer of Dialog Health, provider of a two-way texting platform to organizations which they can leverage as a communication and engagement channel.