Profiting from sms

Profiting from sms

Dulux has turned text messaging from generation Y's plaything into a business tool.

Customers of the paint company simply text words like 'rep' or 'order' to the staff. The call is logged and routed, so the appropriate company representative receives a message with customer details, instructing them to call the customer back. Around 30 sales staff now use the system to get in touch with around 400 customers who have registered with Dulux.

Sean McBride, Dulux customer service manager, says while the company's phone bill has increased, it is winning more business and easing the load at the call centres. Painters who may have previously bought their supplies elsewhere now find it is easier to order from Dulux.

'Trade Txt'

Dulux is one of the first corporate users of the system that is part of the CRM platform developed by Auckland-based Hyperfactory.

McBride says the technology mix plays a big factor in the quick uptake of the system. Painters generally do not want the hassle of dealing with laptops and PDAs, but most of them own a mobile phone. However, he says, they do not want additional the cost of frequent mobile phone calls.

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