May 6, 2022
Omnichannel Communication Solutions (Part 3) – Cutting Costs and Enhancing Security With Voice Messaging
With omnichannel communication solutions, your audience can shop and make purchases via RCS messages. OTT channels deliver low-cost promotion. SMS offers unbeatable reach. But, if we’re talking about verifying users or sending larger amounts of information while cutting costs, the voice channels are ideal.
Omnichannel communication solutions serve one general purpose – offering seamless business-to-customer communication across all channels along the entire customer journey – from promotion to purchase to support. As our communication and shopping habits shift to our mobile devices, they’ve become a necessity for any business that needs to communicate with its customers.
- In Part 1 of this series, we detailed the challenges that businesses face reaching their customers in the digital marketplace and how an omnichannel platform solves those communication problems.
- In Part 2, we outlined the use-cases, advantages and disadvantages of each text channel of an omnichannel platform.
In this article, we’re going to answer all of your questions about the voice channels, plus a bit more.
Voice – An Integral Part of an Omnichannel Flow
Sending voice messages via Text2Speech to remind a client of a doctor’s appointment is both affordable and reliable. Using Flash Calls for verification is, again, affordable and extremely convenient – in some cases, the user doesn’t even have to enter the password. Pin2Speech is cheaper than an SMS, has a wide reach and is much freer to use (less regulation).
But they can offer much more. For example, voice channels are an ideal fallback option for a failed OTT message.
Just like the text channels, you need to know the mechanism behind each voice channel, when to choose one over another and the pros and cons of each. For example, what are the advantages of a Flash Call over Pin2Speech? When exactly should you use voice delivery instead of SMS?
Here are our detailed answers to these questions, plus more.
Before we begin, here’s a quick definition of omnichannel in marketing and business-to-customer communication.
The Meaning of Omnichannel Communication (And its importance)
As we said, Omnichannel communication allows businesses from any industry (from blockchain to health insurance) to seamlessly communicate with their customers via different channels along the entire customer journey – from promotion to purchase to support.
While we all enjoy strolling the cities and window shopping, a major portion of shopping, communication, purchasing and support has shifted to our mobile devices. Since the onset of COVID-19, offering an online service has become a necessity of survival for many businesses. As a result, businesses need to shift their communication to these channels – the ones their customers love and use each day.
With an omnichannel communication solution, you have many options to reach your customers along the entire customer journey – SMS, OTT (Viber, WhatsApp, etc.), RCS, Push Notifications, and more. The reason voice is such a useful channel for delivering key information and upholding security is quite simple.
Voice Messaging – Convenience, Affordability, Reach and More
Voice messaging and calls are extremely common in many regions of the world. Some voice channels simply offer incredible reach – your customer doesn’t even need a 3G connection. In other cases, they serve as a low-cost and effective means of verification.
Still, many businesses use them because they can simply pass more information to a customer than an SMS. And in many cases, they’re cheaper. This is why they’re often the channel of choice for verification and informational purposes.
Here’s a detailed outline of each voice channel.
The Different Voice Channels – Pin2Speech, Text2Speech and More
Here are the types of voice messaging channels that omnichannel communication solutions utilize:
- Flash Calls
Let’s discuss each one, in detail.
Here is a definition of Text2speech:
|Text2speech is a service that enables an app, tool or device to convert text into human-like synthesized speech and transmit it to a user via a phone call.|
With Text2Speech, a person gets a call, picks up and hears a human-like voice transmitting information – a reminder about a doctor appointment, barber appointment or anything else.
- Can pass more information than one SMS (Similar cost for an enterprise)
- Customer doesn’t need internet access (Wider reach than OTT)
- Less regulatory restriction
- Customer may refuse to answer the call because it’s coming from an unknown number that’s not trusted. This can result in lower conversion rates.
- One-way communication – can’t get immediate feedback from the customer
For businesses that need two-way communication with their customer, a text channel will be preferable.
However, Text 2Speech is a useful channel of an omnichannel communication solution simply because it can transmit more information than an SMS, it’s affordable and has incredible reach. This often makes it ideal for promotion and informing customers.
But if we’re talking about verification, we turn to Pin2Speech.
Here is a definition of Pin2Speech:
|Pin2speech is a phone call that delivers a voice message containing a spoken set of digits to the user.|
While it’s similar to Text2Speech, the primary difference between the two is that Pin2Speech is primarily used to send passwords and codes to users for verification and customer actions. This makes it a highly important channel for omnichannel communication solutions.
- Cheaper than SMS in some countries (which has resulted in growing use)
- Wide reach – the customer doesn’t even need to have 3G on their phone
- Less strictly regulated and easy to use as a verification channel
- Customer may not hear the code correctly – and may enter it inaccurately, so here the conversion rate is generally lower than with SMS.
By sending a password via Pin2Speech, you can cut costs, enjoy greater reach than SMS and face fewer regulatory hurdles.
However, for businesses that are focused on cost and convenience that want to avoid the possibility of a misheard code, Flash Calls are the preferred option – another key piece of the omnichannel communication solution.
Here is a definition of a Flash Call:
|A Flash Call is a missed call that delivers a code as the last 4-6 digits of the incoming call number. The call finishes before the user answers.|
Flash Calls are also used for verification.
- Cheaper than SMS and Pin2Speech
- Reach is almost the same as Pin2Speech
- Often restricted by mobile operators (they try to block these calls)
- Manual input of code can be inaccurate
Flash Calls are especially popular among many enterprises using omnichannel communication solutions for their low cost – these calls never connect, so there’s never any charged duration.
With Text2Speech, Pin2Speech, and Flash Calls, you have an array of options for delivering information and verifying users optimized for reach, cost, convenience and more.
With an omnichannel communication solution, you can utilize any of the above three channels in the most effective way possible to offer a seamless and secure user experience.
Now, what if there’s a technical error in delivering a message? Do the messages simply go undelivered?
Guaranteed Delivery, Even if There’s a Technical Error
These important questions bring us to the last, but not least, function of the omnichannel communication platform. While being omnichannel allows seamless communication with customers across different channels, each one also serves as a fallback option for another one that experiences technical errors.
Now that we’ve outlined the voice channels, it’s time to step back and take a look at establishing an optimized communication flow – incorporating all of the channels into an ideal messaging ecosystem to guarantee message delivery via the most optimal route.
Creating an Ideal Messaging Ecosystem
If your customer has lost their internet connection, a message via WhatsApp won’t immediately arrive. You’ll need an SMS fallback option.
By combining channels based on the function of the message, desired reach, customer demographics, cost and regulation concerns and more, your omnichannel communication flow guarantees delivery and ensures that no technical error will impede your messaging campaign.
Let’s look at some examples of optimal communication flows.
Examples of Omnichannel Messaging Flows – Omnichannel Communication Solutions
1. The Optimal Flow for a Verification Message
SMS is the most reliable, which is why some businesses use it first – to ensure the message is delivered. However, because the cost per SMS is rising, it’s also wise to try other messaging channels for verification (and other functions too).
For verification, many businesses choose this fallback flow:
- Push notification
Push notifications are ideal because of their low cost and authenticity (they come from the branded app, so users trust them). However, we can use the dependability of SMS as a trustworthy, last-case-scenario fallback option.
This flow ensures your verification message is delivered via the most optimal channel first.
2. The Optimal Flow for a Promotional Message
If you need to send a promotional message, an ideal order of delivery is as follows:
- Messenger (OTT)
You may choose an OTT channel as your first choice because it’s cheaper than Text2Speech and SMS. If the first choice doesn’t successfully transmit the message for any unexpected reason, then the Text2Speech method is activated.
Again, the last fallback option is SMS for its reliability.
Finding optimal flows and establishing an effective messaging ecosystem like this is essential for any business.
Yet, establishing the optimal flow depends on several variables – message goals, customer demographics, audience region, message function and more. For any business integrating an omnichannel communication solution into their system, establishing and ideal ecosystem alone can be a challenge.
This is where a telco can help.
Partner With the Right Telco for Omnichannel Communication Solutions
A telco is here to provide support at each step of your journey with your omnichannel communication solution. They are here to provide information, technical support and education. This includes integration, testing, determining the optimal messaging flows for your business needs and continued support through ongoing communication with customers.
When searching for a telco to provide an omnichannel communication solution, you’ll want to ensure they can offer key features:
- GLOBAL COVERAGE
The ability to deliver messages worldwide.
- FLEXIBLE PRICING
Multiple pricing & payment options tailored to your needs. Pay-as-you-go, volume discounts, committed use, transparent billing. No hidden fees.
- 2-WAY MESSAGING (A2P, P2A)
Let your customers start conversations with you and respond to your messages. Solve client problems, ask questions and get immediate user feedback.
- SINGLE PLATFORM
An all-in-one partner for a unified communication solution, to avoid separate programs. The right provider offers one web-based platform for seamlessly sending messages via different channels.
- PHONE NUMBER LOOKUP
To check customer phone numbers, clean up your number base and optimize SMS delivery and campaign ROI.
- CONTINUOUS MESSAGING FLOW
To build a bespoke delivery sequence for maximum cost-efficiency. SMS, email or another fallback channel is crucial for ensuring message delivery in the unlikely case of a technical error.
- QUALITY OF SERVICE
A telco with connections to MNOs for SMS, voice verification and voice messaging can guarantee the best quality connections.
- EASY & FAST INTEGRATION
A ready-to-use platform with very simple APIs and SDKs, making it easy to quick-start.
A telco with experience in fraud prevention can ensure you and your customers are protected when using the service.
And even more.
Go Omnichannel Today – Omnichannel Communication Solutions From LANCK Telecom
As a leading telco with decades of experience in all areas of telecommunications (from enterprise solutions to advanced fraud protection, roaming and voice and SMS termination) LANCK Telecom guarantees cutting-edge omnichannel communication solutions for businesses in all markets. From automotive to blockchain.
We guarantee all of our partners a cost-effective, cutting-edge omnichannel communication solution with all of the above-mentioned features plus the support you and your customers need each step of the way.
Send appointment reminders on time, send timely notifications of flight delays and package deliveries, inform customers of seasonal promotions and more. All with the guarantee that your messages are being delivered and read – not disappearing into the void.
By connecting with your customers via the branded and verified channels they’re already using and establishing an optimal communication flow, you can transform your overall results – boost brand loyalty, increase conversion rates and reduce customer churn.
If you’re interested in trying an omnichannel communication solution for marketing and connecting with your audience, or if you have any questions, feel free to contact us here. One of our global messaging specialists will be in touch today.
About LANCK Telecom
LANCK Telecom is an international carrier, offering wholesale Voice and SMS termination, fraud prevention and enterprise solutions to hundreds of partners worldwide. With 20+ years in telecommunications, we operate on 5 continents with more than 1,200+ active partners.
Our team is composed of 200+ people located all around the world – in the USA, Cyprus, Hong Kong, Georgia, Spain, Russia, Latvia and in regional offices across Europe, CIS, Middle East, Africa and Latin America. LANCK Telecom is a member of major associations, including those in the fight against fraud, such as the i3 forum and CFCA. We’re also a signatory of the Code of Conduct and an associate member of the GSMA organization.