Dealing with Strict Do Not Disturb Lists
In an increasingly connected world with access to multiple services there is also a large number of telemarketing calls, messages with advertising and promotions, application advertising, browser cookies, emails that invade the user daily, etc.
Users must choose and act on who to block, what calls to answer and how to eliminate the endless and sometimes strenuous volume of advertising that he/she receives every day.
Mobile Operators must navigate and comply with local regulations and with consumers who are increasingly expressing their rights with regulators and operator’s customer service areas. In many countries the government and/or telecommunications entities have generated changes in policies and regulations oriented to protect the consumer rights, giving the user the option to choose whether or not to receive these calls, messages and/or emails.
Under this increasingly complex environment and with highly empowered subscribers, we must be creative and compliant when utilizing push notifications to keep subscriber’s loyal to the Mobile Operator.
It is not enough to be condescending and satisfy the basic need imposed by regulators “Do Not Disturb.” It is also necessary to educate subscribers about the benefits of having daily notifications, giving them options to manage them and to keep them happy without invading their space or privacy. Perhaps in this way they will consider their decision and may even lift the restrictions imposed on us when they included themselves on the "Do Not Disturb" registry.
There are several reasons, considerations and/or causes for which a consumer may wish to block us. The most frequent ones are excessive calls and/or notifications, promotions and/or inappropriate or low interest offers and the lack of user profile information leading to irrelevant offers.
Change of Mind Required to Deal with "Do Not Disturb" Lists
What do we do? How do we face this challenge?
First, we must change our way of thinking about the consumer. It is important to know who he/she is and what motivates them.
Second, we should send notifications that gives a solution to his/her needs and brings them a benefit. For example a commercial hook that he/she considers as an added value and that we are inclusive of them. Consider gamification solutions like “play for a bonus”, resulting in users more willing to buy or participate on a new service.
Third, we should keep our customers informed and give them the option to manage what to receive, e.g.: “Do you agree to receive daily notifications of your account status at no cost?” This simple message not only allows us to keep our customers informed, but will allow us to notify them that their account is expiring or their balance is low and that they could run out of services if immediate action is not taken.
Fourth, offer other services or products with additional benefits (commercial hooks) for the customer, e.g.: “Do you agree to receive products notifications in exchange for 1 GB for free?”, or in exchange for a PPV premiere per month”. This simple consideration, giving them the option to accept our proposal in exchange for a benefit makes a difference by positioning the customer first.
Fifth, give our customers the option to activate or deactivate notifications for periods of time or definitively. If the customers knows about these options, they will feel that they have the control to define whether or not receive our notifications, offers and promotions.
Sixth, manage notifications globally and per channel, defining levels of engagement and number of contacts per day, per life cycle, per month and based on the status of the customer. E.g.: "Offer additional products or 3rd party campaigns when the customers have balance and have satisfied their basic communication needs.”
Seventh, It is important to establish a centralized management system that controls the engagement, administers the subscriber notifications definitions and understands subscriber needs utilizing machine learning algorithms.
Finally, it is important to be empathetic. Remember how it bothers us and we feel invaded with a call or with a message or notification that is not intended for us or that arrives at an inappropriate time. It is important to define periods of the day to engage our customers depending on the product and/or service we wish to offer. E.g.: "Offers of music or video content will be better received after work or class hours.”