Businesses are increasingly seeing value in using cellular-based messaging for applications as diverse as customer relationship management, generating sales and limiting fraud.
This is according to Alex Rummel, corporate solutions director at Grapevine Interactive, who says the real value of messaging lies not in the pipe, but in the intelligence on top of it.
An integrated messaging system which incorporates fax, e-mail, telephones and SMS messages can monitor whether a person received a message on time and can be used to determine whether there is a need to escalate the message to a different channel.
One of the major cost-saving applications of electronic messaging is in countering fraud. In banking, for example, clients are sent automated alerts to let them know a credit card transaction has taken place. If it is a fraudulent transaction, the client has the opportunity to contact the bank immediately.
Grapevine has also implemented a solution at one bank which allows it to provide statements and documents in electronic formats. The solution, which comprises a document repository, a messaging server, a Web presentment module and an interactive multi-channel messaging gateway, cut the bank`s printing and postage costs significantly.
Rummel says electronic messaging is also used to great effect in areas such as life assurance, where one of the biggest problems is loss of business due to policy lapses. Automated SMS messaging to send lapse reminders has not only reduced the number of lapses, but also call centre costs.
He says most corporates already have 80% of the infrastructure they need to implement an integrated messaging solution. This includes a workflow document system, a customer relationship management environment and a document management solution.
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