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Sending Surveys Via Text Message (SMS)

There are two ways to think about SMS surveys.  One way to deploy them is to “push” the survey or survey link out to members.  The other is to “pull” respondents from a promotion.  Here we’ll discuss the pros, cons, and considerations for each method.

Push Surveys

The question we get asked most often at MemberXP® is whether a credit union can “push” the link to a survey out to members via a text message or even embed a survey into the texting app.  Because MemberXP® is omnichannel, we can help your credit union push survey links to members or embed survey questions into the text app.

Getting Ready to Deploy Push SMS Surveys

In order to push surveys out to members via their mobile phone numbers, it’s important to examine the legal and practical ramifications.  Your credit union will need to have two processes in place to push surveys:

1. The ability to identify which member phone numbers are mobile numbers.
2. Permission from members to text a survey to them.

Getting members’ permission to text messages to them.  Although there is no definitive case law about texting surveys, we recommend credit unions proceed with caution by getting members’ permission to send them surveys via SMS.  Even if you have members’ permission to send account alerts, you should get specific permission for surveys and, of course, marketing messages.  A highly-publicized lawsuit against Papa John’s established that just because consumers sign up for text alerts–in this case pizza delivery alerts—it doesn’t give the company the right to push other types of messages to them.

Of course even if you have members’ permissions to text surveys to them, you’ll want to give them a way to opt-out.  MemberXP® will include this with every push SMS survey as shown here.

A good way to begin with push SMS surveys is to gather mobile numbers and text survey permissions for all new members and text your MemberView new member survey.  Here’s a sample new member message:

In-App or Web Link

Another consideration is whether to put your survey questions within a series of text messages or to simply text a link to your online survey.  Here are some pros and cons of each:

	Pros	Cons
In-App	A member does not need a smartphone to take the survey. Response rate is likely to be higher.	The survey will need to be very short—3 questions or less. You’ll get very little, if any, comments.
Web Link	The survey can be longer; you can use the same survey you send by email. You’ll get more actionable data and comments.	A member needs a smartphone to take the survey. Response rate is likely to be lower.

Pull Surveys

Another way to get started with SMS surveys is to build your mobile phone and survey list through a “pull” method, i.e., invite members to take your survey via a short code and a keyword.  For example, you can invite members to text a short code such as 123456 and enter the word “Survey.”  The member then gets a link to your online survey or a series of 1 to 3 short questions.

The advantage of this type of SMS survey is that it’s easier to launch.  There’s no need to get members’ mobile phone numbers, and if you present it in a straightforward way, there’s no confusion as to whether the member has opted-in to take a survey.  Moreover, you’ll be building a mobile number list for future surveys.

The disadvantage of this type of survey is that you are likely to get a low response rate unless you publicize it in your branches, on transaction receipts, and in your other communications with members.  In addition, you’ll probably need to offer a prize or drawing to get members to participate.

Another disadvantage is that this type of survey is more of an automated comment card than an email, phone, or snail mail survey.  You’re most likely to get responses from those who had a problem (Not that that’s a bad thing!).  That’s why we recommend offering an incentive to broaden the pool of those taking the survey.  You’ll also miss out on the opportunity to embed variables such as member age, etc., into the survey like you’d have with an email or push SMS survey.

We’re Here to Help

Need help crafting your SMS survey strategy?  Let us know.  We’re happy to discuss the possibilities with your team.