Building trust and winning customers
In this article:
Enterprise messaging is the most effective channel for customer engagement. New messaging formats like RCS messaging are helping the industry innovate and remain relevant, as the enterprise messaging market shifts focus to deeper consumer engagement.
Everything from authenticating a user for a banking service, notifying them that their parking meter is about to expire, to serving up marketing campaign offers is fair game. With an often-quoted 90% open rate within three minutes of a message being received, it’s a no-brainer. It’s also inexpensive, works on every handset, across every mobile network and is by far the most trusted format for consumers. But consumer trust is fragile.
The exponential rise of mobile devices and the mobile internet means that access points for fraudulent activity are distributed across a highly intricate value-chain. Whether that’s by sending cheap messaging via grey routes that deny mobile operators a per message termination fee, overzealous spam marketing or more sinister practices that seek to intercept personal log-in details via Smishing, fraud exists and it risks undermining consumer trust in messaging.
Global mobile trade body MEF has identified 13 types of fraud in four distinct areas: Identity theft, Data theft, Network manipulation and Commercial exploitation.
With heightened sensitivity around personal data and digital identity, it’s absolutely fundamental that enterprises who buy messaging services, and consumers alike, trust messaging. But since fraud operates outside the law, it can’t be regulated, rather it’s up to the industry to identify weaknesses and adopt best-practice.
CLX is proud to be one of the founding signatories of MEF’s Trust in Enterprise Messaging (TEM) service backed by an industry Code of Conduct.
Adherence to the code identifies each signatory as going beyond localized legal frameworks in how messaging and user data is securely stored, transmitted and respectfully used. Outwardly, this tells enterprises (messaging buyers) they are dealing with providers that operate the best possible standards of compliance. This is great for the long-term sustainability of messaging, because it sharpens focus on the most essential part of any business to consumer interaction – consumer trust.
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