verified sms brand value research
TRANSCRIPT
● Research Overview
● Executive Summary
● Consumer Attitudes and Preferences
● Verified SMS Evaluation by Industry and Use Case
● Appendix
Table of Contents
2020 | Confidential and Proprietary
What we did:Conducted research with leading global brands in banking, finance, retail, logistics, technology, healthcare, and travel within the US
What we found:Verified SMS increased consumer trust in brands, which was reflected by significant double-digit lift in key performance metrics across the customer journey
Research Overview
2020 | Confidential and Proprietary
Brands that communicate through Verified SMS messages reap several benefits
● Improvement in positive impressions of the brand; perceptions of being trustworthy
● Improvement in customer satisfaction, likelihood to recommend to others, and consideration among non-customers
Objective: We wanted to understand and measure the value that Verified SMS could deliver to brands and consumers across brand impressions, consideration, purchase intent, satisfaction, advocacy and user trust.
Executive summary
Brand Insights Consumer Insights
Respondents overwhelmingly prefer Verified SMS over regular SMS after being educated on it’s benefits
● More confidence about businesses who message with Verified SMS
● Perception that Verified SMS reduces the risk of fraud, and are more likely to do business with brands who use it
Verified SMS messages have greater impact on perception and customer journey metrics in some use cases than others
● Big improvements over standard SMS are in delivery, flight alerts, and retail promotion
● Respondents feel fairly confident receiving regular SMS about fraud alerts; this use case had a lower lift across other metrics
Brands that use Verified SMS are perceived as reliable, secure, trustworthy, innovative, and concerned about customers
● Highest emotional connection among these attributes was “trustworthy”
● Next highest emotional connection among these attributes was “reliable”
2020 | Confidential and Proprietary
Explanation of Brand lift Measurements used in the research
Customer journey lifecycle● Interest: Consideration among
non-customers
● Action : Likelihood of purchase
● Loyalty : Customer satisfaction
● Advocacy : Likelihood to recommend
Consumer sentiment ● Brand impression: Positive, Neutral, Negative
● vSMS impression: Positive, Neutral, Negative
● Brand Trustworthiness
Consumer Attitude● Consumer preferences on Verified SMS
● Brand perception associated with Verified SMS
2020 | Confidential and Proprietary
When Verified SMS and Regular SMS are viewed side-by-side, Verified is preferred
Different cohorts rated Verified SMS differently● Younger cohorts have even higher
preference for Verified SMS
77%
Prefer Regular SMS
Prefer Verified SMS
23%
85% ↑
Prefer Regular SMS Inbox
Prefer Verified SMS Inbox
15%↓
Respondents evaluated Verified SMS vs Regular messages and Verified SMS Inbox vs Regular Inbox
Respondents found that Verified SMS was attention grabbing and visually engaging:
“Looks more professional and is more eye catching. The other one is plain and boring, and doesn't seem that legit.” - Male, 33 yrs old
“It seems more authentic, as in, it's from the actual company; not someone trying to defraud/spam you.” - Female, 54 yrs old
2020 | Confidential and Proprietary
Verified SMS provides important information, elevates confidence, and reduces fraud risk
Respondents evaluated Verified SMS After being educated on Verified SMS, respondents were asked if they agreed with the following statements
2020 | Confidential and Proprietary
Consumers implicit agreement that Brand use Verified SMS is trustworthy, reliable, secure and I want to use
Implicit Agreement for “A Brand that chooses to use Verified SMS: US”Attributes - T2B*
Agreement in Total
Is trustworthy 91%
Is reliable 94%
Is a brand I want use 92%
Is innovative 88%
Is concerned about me 83%
Is creative 92%
Is secure 92%
2020 | Confidential and Proprietary
Brands that use Verified SMS are perceived more positively, trustworthy, favorably, and have higher customer satisfaction
Verified SMS % Lift across all Use Cases and Industries (US)(Relative % increase in T2B rating, averaged across all Use Cases)
Positive Perception Metrics - T2B* % Lift due to “Verified” Impact
Sender Brand Impression +16.0% Positive brand impression may increase brand favorability
SMS Message Impression +14.8% Positive reaction to the visuals reflects positively towards the brand
Sender Trustworthiness +11.8% This characteristic is essential in times of uncertainty
*T2B Agreement, Positive Perception, or Likelihood
2020 | Confidential and Proprietary
Brands that use Verified SMS are more likely to succeed across consideration, purchase, and advocacy in customer lifecycle
Verified SMS % Lift across all Use Cases and Industries (US)(Relative % increase in T2B rating, averaged across all Use Cases)
Customer Journey Metrics - T2B* % Lift due to “Verified” Impact
Business Consideration +13.3% Increased consideration can increase customer base
Likelihood to Purchase +27.0% Getting consumers to act of a promotion is a clear sign effectiveness
Brand Experience Satisfaction +11.8% Increased satisfaction yields an improvement in customer sentiment
Brand Likelihood to Recommend +15.8% Increased advocacy is the highest reward
*T2B Agreement, Positive Perception, or Likelihood
2020 | Confidential and Proprietary
Logistics // Improves likelihood to recommend the brand to a friendEvery perception of the delivery tracking message is significantly improved with Verified SMS—brand impression, likelihood to recommend, and brand experience satisfaction are elevated most
Metric - T2B* % Lift due to “Verified”
SMS Message Impression +25.4%
Sender Brand Impression +31.0%
Business Consideration +25.0%
Sender Trustworthiness +29.0%
Brand Experience Satisfaction +29.0%
Brand Likelihood to Recommend +37.0%
Industry : Logistic / User Case : Delivery Tracking
Verified SMS Regular SMS
*T2B Agreement, Positive Perception, or Likelihood, Consumer research (N=900) on user case with industry leading brand
28777
2020 | Confidential and Proprietary
Healthcare // Improves likelihood to perceive a brand favorablyRecipients are consistent across metrics for Verified and Regular SMS messages
Metric - T2B* % Lift due to “Verified”
SMS Message Impression +7.7%
Sender Brand Impression +13.9%
Business Consideration +5.0%
Sender Trustworthiness +9.0%
Brand Experience Satisfaction +8.0%
Brand Likelihood to Recommend +11.0%
Industry : Healthcare / User case : Prescription Updates
Verified SMS Regular SMS
*T2B Agreement, Positive Perception, or Likelihood, Consumer research (N=900) on user case with industry leading brand
287898
2020 | Confidential and Proprietary
Travel // Improves likelihood to perceive a message favorablyVerified SMS had a double-digit lift across message impression, brand satisfaction, and consideration
Metric - T2B* % Lift due to “Verified”
SMS Message Impression +14.9%
Sender Brand Impression +10.1%
Business Consideration +13.0%
Sender Trustworthiness +8.0%
Brand Experience Satisfaction +14.0%
Brand Likelihood to Recommend +13.0%
Industry : Travel / User case : Flight Alerts
Verified SMS Regular SMS
*T2B Agreement, Positive Perception, or Likelihood, Consumer research (N=900) on user case with industry leading brand
26266
2020 | Confidential and Proprietary
Retail // Improves likelihood significantly across all metricsThough promotional coupons are less highly rated than flight alerts or delivery tracking, recipients perceive Verified SMS promotion messages much more positively in impressions, consideration, and purchase likelihood
Metric - T2B* % Lift due to “Verified”
SMS Message Impression +23.4%
Sender Brand Impression +22.7%
Business Consideration +23.0%
Sender Trustworthiness +11.0%
Promotion Likelihood of Purchase +27.0%
Brand Likelihood to Recommend +20.0%
Industry : Retail / User Case : Promotion Coupons
Verified SMS Regular SMS
*T2B Agreement, Positive Perception, or Likelihood, Consumer research (N=900) on user case with industry leading brand
21525
2020 | Confidential and Proprietary
Banking & Finance // Increases consideration among non-customers Recipients have positive perceptions of the message, brand, and sender trustworthiness
Metric - T2B* % Lift due to “Verified”
SMS Message Impression +3.0%
Sender Brand Impression +4.5%
Business Consideration +7.0%
Sender Trustworthiness +5.0%
Brand Experience Satisfaction +2.0%
Brand Likelihood to Recommend +4.0%
Industry: Banking & Finance // Tested User Case : Fraud Alert
Verified SMS Regular SMS
*T2B Agreement, Positive Perception, or Likelihood, Consumer research (N=900) on user case with industry leading brand
2020 | Confidential and Proprietary
Tech // Improves likelihood to recommend the brand to a friendRecipients have positive perceptions of the message and sender trustworthiness
Metric - T2B* % Lift due to “Verified”
SMS Message Impression +14.7%
Sender Brand Impression +4.5%
Business Consideration +7.0%
Sender Trustworthiness +13.0%
Brand Experience Satisfaction +6.0%
Brand Likelihood to Recommend +10.0%
Industry : Technology / User Case : OTP (Authentification)
Verified SMS Regular SMS
*T2B Agreement, Positive Perception, or Likelihood, Consumer research (N=900) on user case with industry leading brand
21525
2020 | Confidential and Proprietary
Research Parameters
Sample PlanUnited States | n=900Brazil | n=900
Screening CriteriaAge 18+Own/use an Android smartphone
Excluded respondents who work in problematic (see notes) industries and exclude those who work for Google or one of the brands tested(CVS, Chase, Twitter, USPS, United Airlines, Walgreens.)
Balanced recruit across age/gender/region according to census data in each market.
United States | Brazil
Key Metric Interpretation“T2B”is used throughout this deck to denote “Top 2 Box” meaning a NET of respondents who selected the top 2 response for that 5 point scale.
2020 | Confidential and Proprietary
Summary of Verified SMS % Lift Impact across all Use Cases(Raw % increase in T2B rating, averaged across all Use Cases)
Metric - T2B* Average % Lift Fraud Alerts OTPPrescription
UpdatesDelivery Tracking
Flight AlertsPromotion
Coupon
SMS Message Impression
+14.8% +3.0% +14.7% +7.7% +25.4% +14.9% +23.3%
Sender Brand Impression
+16.1% +4.5% +14.3% +13.9% +31.0% +10.1% +22.7%
Sender Trustworthiness
+11.8% +5.0% +13.0% +9.0% +25.0% +8.0% 11.0%
Brand Experience Satisfaction
+11.8% +2.0% +6.0% +8.0% +29.0% +14.0% N/A
Business Consideration
+13.3% +7.0% +7.0% +5.0% +25.0% +13.0% +23.0%
Likelihood to Purchase
+27.0% N/A N/A N/A N/A N/A +27.0%
Brand Likelihood to Recommend
+15.8% 15.83% +10.0% +11.0% +37.0% +13.0% +20.0%
*T2B Agreement, Positive Perception, or Likelihood