Text messaging has been a game changer for our eight-location tire dealership. And it could be a game-changer for your business, too.
In the tire industry, we're fortunate to have our customers' phone numbers — unlike many other industries that need to incentivize customers to share their numbers to communicate directly with them about new products, services and marketing campaigns or to drive business on certain days or at specific times.
Over the years, we have found that there are several built-in advantages to communicating with customers via text messages.
First, texting is inherently personal. It's a casual form of communication that allows individuals to use emoticons, use informal grammar and more, thus making customers feel more comfortable.
And since text messages are more personal and less formal, they are more likely to be read than emails. According to TechJury, nearly 100% of people who receive marketing text messages are likely to open them. In contrast, only 20% of email recipients may read them.
Secondly, text messaging allows customers to control the pace of the conversation. They can respond when they have a moment — whether they are at work, completing a task or engaged in another conversation. When communicating with customers by text, we always ask them to call us at their convenience, especially if we know they are busy. Text messaging also does not require formal greetings, perfect grammar or long paragraphs. The casual writing style makes it easier and faster for both you and your customer. And text messages are automatically saved and easily accessible for future reference.
Lastly, text messaging is cost-effective. You can even start today by simply using a personal phone.
Getting started
Although text messaging is a tool that can help you achieve great and open communication with your customers, it is important to use the appropriate text messaging method that caters to your shop's unique requirements. And it is vital to keep in mind the principles of building trust with your customers, while providing them with valuable information and maintaining a personalized conversation. Here’s a look at the advantages and in some cases, disadvantages of various options.
The first option is to use your personal number to send text messages to your customers. While this may seem like a convenient option, it can be problematic because it means sharing your personal number with customers, which can lead to after-hours interruptions and difficulties separating work from personal life.
A second option is to download the Google Voice app on your personal phone, which provides a free dedicated phone number for text messaging and calling customers without sharing your personal number. This option is more secure than sharing your personal number, but it has two main issues. First, messages sent and received cannot be seen by the rest of your team and they are not sent from your shop phone number.
A third option is upgrading your landline to a digital line, which can provide you with a more versatile solution. With this option, you and your team can make and receive calls and text messages from the same number using either a traditional phone or a mobile device. Additionally, you'll have access to features such as automatic call recording, call transferring and internet faxing. RingCentral, for example, offers a digital line service for less than $50 per month. By switching to a digital line, you may be able to offset the cost by cancelling your current landline.
The best option for text messaging customers is to use a shop management system that offers this functionality. This eliminates the need to manually type phone numbers and allows you to set up preloaded messages. With a shop management system, like our system, oTo Grip, your team can easily communicate with customers in a seamless manner. You can send and receive text messages and ensure that the right message is sent at the right time — improving your overall customer satisfaction and retention
Text message campaigns
Effective communication with customers is essential for any service-oriented business. We break down text communication into four categories: pre-service, during service, after service and campaigns.
In pre-service, we use text messaging to engage customers and make it easier for them to do business with us. We send them the shop address and our name to help them find us easily. We also use text messaging to share tire options and prices and to let customers know when their tires have arrived. And we use text messaging to follow up with customers if they don't show up for their appointment.
During service, text messaging helps us maintain an open line of communication with our customers. With modern shop management systems like oTo Grip, we can send quick updates about work in progress, let customers know when their vehicle is ready for pick up, or send them a picture of an issue spotted during inspection.
After service is where we have the opportunity to follow up with our customers. Our system, oTo Grip, suggests sending an "after-sale message" to thank customers for choosing our tire store and asking for their feedback. This message includes a link to our Google review page and a phone number to contact our district manager to discuss any concerns. This simple message has doubled our rate of five-star Google reviews and has given us the chance to rectify any negative experiences, while improving our overall customer experience, business process and business success. oTo Grip keeps track of these messages, so that we don’t overwhelm customers with too much communication.
Finally, dedicated text message campaigns can be an effective way to engage with your customers and drive business growth. However, campaigns generally require registration with a compliance agency to ensure that you are following all legal and privacy regulations. Luckily, there are companies out there that specialize in these campaigns and can handle all the necessary requirements for you.
After you’ve selected the option you believe will work best for you, there are several factors to consider when designing text message campaigns.
First, it is imperative to obtain consent from your customers and provide them with the option to opt-out at any time by replying with STOP.
Second, we recommend limiting the frequency of your campaigns to no more than once a month in order to avoid overwhelming your customers. By adhering to these guidelines, you can effectively execute text message campaigns and achieve optimal results.
Providing valuable information also is key. The most successful campaigns we have observed typically integrate multiple value propositions to maximize their effectiveness. (My favorite text messaging campaigns are those that offer value or reminders to customers while remaining personal. This could be something as simple as a quick message reminding customers to check their tire pressure before a cold front or offering a discount on a safety inspection they got the previous year. )
For a successful campaign, it is crucial to personalize your messages by addressing your customers by their name and sending relevant messages at the appropriate time. Promptly responding to customer inquiries is also vital in maintaining good communication and establishing trust. By taking these steps, you can enhance the overall customer experience and foster lasting relationships with your customer base.
And don’t forget to solicit feedback, opinions or suggestions. One effective strategy is to ask for customers’ input on new products or services you're considering, such as opening or closing your store on a certain day of the week.
My team has successfully implemented all of the above techniques and continuously adapts and learns as communication methods evolve. When you follow these best practices, utilizing text messaging as a tool for customer engagement can be incredibly effective in growing your business.
