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April 30, 2015

Mobile messaging key to customer experience success

Businesses must take long-term approach to mobile messaging investment.


Nearly three quarters (72%) of organisations see considerable impact of mobile messaging on customer experience.

Figures show that 62% of companies across all industry verticals have at least two messaging platforms deployed, with 78.5% having more than one active initiative.

Organisations have to adjust their mobile messaging implementations according to their requirements within their industry segments, as one type of solution does not fit all, according to an IDC study.

The survey also found business leaders are involved in specification, selection, and deployment of new investments in mobile messaging.

By maximising investments, businesses realised the need for integration of mobile messaging into structured business workflows, which can be eased if IT utilises a workflow engine from a trusted vendor to quickly create services and address functional needs.

Robert Parker, VP at IDC Insights, said: "Although use cases can differ in terms of how global enterprises are utilising mobile messaging, these findings revealed that no matter what sector, businesses need to take a long-term, purpose-led approach to their mobile messaging investment.

"Businesses must look towards vendors with a track record of support excellence that can provision company-wide use cases in order to meet the specific mobile messaging needs of the internal and external stakeholders within their sector."

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Jay Emmet, GM of OpenMarket, said: "These findings show that no matter what vertical or industry a business is in, organisations are incorporating mobile messaging into many aspects of their internal operations, as well as customer and employee communications and engagement.

"A well-designed, company-wide mobile messaging strategy will give organisations a path to enhance the customer experience, gain additional customer insights, improve employee relations, and drive operational efficiencies."

The study commissioned by OpenMarket and conducted by IDC included 600 technology decision makers representing global enterprises.

The vertical markets mentioned span across the automotive, consumer packaged goods, education, financial services, healthcare, high tech, media and entertainment, transportation and logistics, travel and hospitality, and utilities industries.

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