Zoho is simple to use and easy to customize. It has helped many small- and medium-sized enterprises (SMEs) increase their revenue, at a low cost. Messaging is particularly effective because it has a 98% open rate. Your customers enjoy the convenience of messaging and even prefer messaging to other communication channels when dealing with your company.

To explore how to use messaging effectively, let’s take the case of a company that uses the combination of Zoho and SMS-Magic. The company is a U.S.-based online custom tee shirt retailer, Panache. Let’s look at how Panache uses messaging on Zoho for lead conversion, customer support and recruitment to achieve its business goals.

Marketers can use texting throughout the customer lifecycle

Panache messages its customers throughout the entire customer lifecycle – from attracting new leads, to communicating its offering, converting them into customers, retaining them as loyal customers and making them brand advocates.

Here’s how Panache uses texting as part of its loyalty program:

Join Club Panache and get 25% off on your next visit. Text PANACHE to 3493

With this message, Panache ensures that a customer voluntarily opts in its loyalty program, helping the company meet regulatory requirements. Imagine that a customer named Tim sees this offer, texts PANACHE to the short code and signs up for the loyalty program.

When he does, Panache sends an automated response prompting Tim to fill out his profile on the Panache website. The information he submits enables the company to get to know him better, and it enables Panache to send him customized offers.

Panache sets up workflow rules on Zoho CRM to trigger messages to:

• Cross-sell and upsell products based on Tim’s purchases.
• Send Tim a special offer on his birthday.
• Upgrade Tim if he is a big spender.
• Run contests to keep Tim engaged.
• Get referrals from Tim, once he has become a loyal customer.

Using this strategy, Panache has increased the number of customers signing up for its text-based loyalty program by 30% – within a week of starting the campaign.

Messaging for customer service increases transparency

If Tim buys a tee shirt but discovers that it has a tear, Panache uses messaging to help him return his purchase. With messaging, Panache can be completely transparent during the return process. The customer knows what to expect and what actions Panache will take to resolve the issue.

Once Tim informs Panache that he wants to return the tee shirt, the company sends him some options via messaging:

Hi Tim, Text 1 if you want us to replace the product or 2 for a refund. Thanks  -Sam at Panache

If Tim wants Panache to replace the tee shirt, Panache arranges a pickup of the defective shirt and a delivery of a replacement product. By using messaging, Panache ensures that the pickup and delivery happen at a time that is convenient for Tim.

Panache uses texts on Zoho CRM and Zoho Support to:

• Send updates to Tim on his ticket status
• Keep Tim posted if there’s a delay
• Ask Tim for feedback on his return experience
• Share FAQs in case he is facing a small issue with an order

Panache’s exceptional customer service is key to retaining its customers. And just as good marketing and prompt customer support are important for business success, so is hiring the right people.

How recruiters can use messaging to reach ideal candidates

Panache needed a Technical Lead and hired a recruiter, Talent Inc., to fill the position. Here’s what the recruiter texted to candidates already in his database:

TALENT INC JOB ALERT: Technical Lead for Panache, San Antonio area. Reply YES if Interested; STOP to opt out –Mike

Using Zoho CRM and Zoho Recruit, messaging is an easy way for Talent Inc. to:

• Contact multiple candidates at one time, helping to fill job positions that need to be closed fast.
• Shortlist qualified candidates, by asking for their qualifications and work experience.
• Answer candidate questions.
• Schedule interviews with candidates
• Follow up with interviewers at Panache to get feedback on candidates

Messaging is perhaps the most versatile communications channel available. And like Panache, you can use it for getting more customers, streamlining service and speeding up recruitment.

Adding messaging to your Zoho software will enable you to communicate with customers in new ways. With it, you can encourage new connections and grow existing relationships. Using Zoho and SMS-Magic together can be a key to your success.

Get started with messaging on Zoho here.