When it comes to text messaging services, clarity and specificity is of the utmost importance. Being able to send out a mass message to your entire customer base is great, but not if your company accidentally causes confusion by doing so.
A contributor to Harvard Business Review, Amy Webb, details an experience she had with a flight from Austin to Baltimore. While waiting to board, she received a text that told her about a "severe delay" to her flight without informing her of the specific nature of this delay. A conversation with a representative provided little help, yielding only the vague notion that it was due to a weather delay. Webb was even more infuriated upon discovering that there weren't actually any weather problems at all.
She points out, aptly, that companies should take responsibility to be honest with their customers and only put well-trained staff members in charge of technological solutions like a cell phone alert to clear up unforeseen situations.
"The culture precludes offering total transparency, offering very basic information only when absolutely necessary," she writes of the travel industry specifically. "When a train is delayed, we never know the cause or context. When a flight time is changed, we've offered no details beyond 'mechanical' or 'weather.'"
If your company's customer service system is ill-informed and evasive, people will notice, and no amount of blame can erase a poor reputation. This is just partly why it makes sense to put these responsibilities in the hands of qualified and experienced operators. Mobile communications may be short, but they should also be descriptive, or at the very least point patrons toward sources of further information.