If you think that texting is a communication medium best left to teenagers, think again. In the United States today, there are more cell phones than people, and more text messages are sent than emails. Even though it was introduced (and grew exponentially) as a means to communicate socially, the next wave of growth in the mobile communications market is just now reaching the beach-and it is a big wave indeed. As more businesses learn how to harness this incredibly powerful medium, the fastest growth segment in text messaging will be corporate use, specifically business to consumer communications.

Dealers who embrace the mobile platform and use it to correspond with customers will quickly gain an advantage over those who do not. The primary advantage of texting is that it enables real-time, automated, bi-directional conversation with customers, creating instant relationships and building trust and loyalty.

Does this mean salespeople should start texting potential customers as soon as they secure a cell phone number? Should the marketing department send out mass text messages about this weekends blowout sale? Absolutely not! Just as emailing or calling inappropriately can alienate customers, so can texting. Here are some things to keep in mind when considering integration of this exciting new medium into a customer relationship plan:

Follow the Golden Rule.

Do not do unto others what you would not want done unto you! It is important to ask your customers their preferred method of communications, and have a preference management system in place that can accommodate their wishes.

Use texting to build relationships.

If consumers start receiving hard sale messages on their phones, it is very likely they will block the sender and report you to their carrier. Instead, dealers should concentrate on using text messaging to strengthen existing relationships, answer inquiries, and even to send out surveys.

Mobile communication is a versatile medium that can be used in the service, sales, and marketing departments for a variety of purposes:

Service

Imagine the convenience for your customers when they receive a text message notifying them that their vehicle is ready for pick up or reminding them of an upcoming service appointment. One of the greatest advantages of text messaging is that it allows for two-way communication. The customer is able to respond if the time is no longer convenient, and as more automated systems are put into place to handle text messages, customers will be able to communicate directly with the service department scheduling system through their phone.

On-the-lot marketing

Another advantage of using text messaging is that customers can express interest in a particular vehicle they see on the lot. Much the way millions of viewers send in text messages to American Idol to select their favorite singer, customers will be able to send text messages to request information on their favorite vehicles. Again, automated systems will be able to respond to such requests with a text description, or even email the customer a color brochure or video. Customer requests of this type could be flagged for immediate follow up, enhancing the current CRM process.

Internet and newspaper ads

Dealers will soon be able to enrich their newspaper and Internet ad campaigns by including wording in their ads telling the reader to text for more information. Once the customer information is captured, the same CRM process as on the lot can be followed.

Customer satisfaction surveys

The immediate interaction of text messaging lends itself well to customer service, and savvy dealers that take advantage of this medium will likely see higher CSI scores. After purchasing a vehicle or having one serviced, a text message could be sent asking if the customer is satisfied, and to please text yes or no. If the customer responds no, an automated system could be programmed to respond by asking the customer if they would like to speak to a manager. Then, if the customer responds with a yes, the system could be triggered to automatically establish a phone call between the customer and the dealership to head off any customer service issues.

We have barely scratched the surface in terms of how the mobile platform will become integrated into our lives both personally and professionally. Dealers, who take the initiative to learn more about text messaging and how to properly utilize it to build relationships, will be rewarded with a large and loyal customer base.

Al Babbington is CEO of OneCommand, previously known as CallCommand. He can be reached by email This e-mail address is being protected from spambots. You need JavaScript enabled to view it , call 877-999-9158, or visit www.optin.callcommand.com.