It’s easy to join the rush for what’s new and shiny, but in doing so brands risk neglecting the communication channels that customers actually prefer. For instance, research reveals that texting is the most popular method of communication among family and friends worldwide, with almost two trillion texts sent annually in the United States alone. Despite their dominance, however, six in ten businesses don’t include SMS in their marketing strategy.  

This is even more perplexing when their proven impact is considered. SMS boasts an average open rate of 98%, with 90% of messages read within three minutes of receipt. Compare this to email marketing's average open rate of 20%, and the opportunity becomes clear. For a business of any size looking to build customer loyalty quickly, SMS presents an untapped opportunity.  

Why voice and text still matter most

As business success becomes increasingly defined by the customer experience, the myriad of touchpoints has created confusion among businesses and diluted impact for consumers.

The reason that SMS messages have excelled for almost three decades is that they create personal connections without being intrusive. They occupy the sweet spot between urgency and convenience; direct enough to grab attention but unobtrusive enough to respect customers' time. Crucially, SMS is also an always-on service – available on every mobile device and every carrier, without requiring downloads or internet access. This ubiquity makes it universally accessible, and by extension, in many cases universally trusted.

It’s also no coincidence that SMS has become the go to for two-factor authentication, meaning a level of trust is already built in.

For small-medium size businesses (SMBs), effective SMS engagement starts with segmentation and personalisation. SMBs can divide the customer base by the preferences, purchase history or engagement level, allowing them to craft messages that feel individually relevant. Rather than sending texts en-masse, each message can address specific customer needs or interests. A bookshop, for instance, might text readers about new arrivals in their favourite genre, while a salon could send appointment reminders with the stylist’s name. These small touches can go a long way in driving long-term loyalty. The immediacy of SMS provides further success, with time-sensitive offers creating a sense of urgency that motivates action.

Similarly, voice communication remains essential for complex matters, but many businesses – particularly those with fewer members of staff – often struggle with capacity. One key challenge for small teams is losing revenue due to missed calls, with data showing that one in five small businesses miss customer calls. This is a crucial gap where AI-powered solutions can make a significant difference.

Using AI to supercharge voice and SMS

Brands now seize the opportunity to take fundamental communication channels – such as SMS and voice – and optimise them with modern capabilities. This elevated basics approach delivers exceptional results with minimal investment. Artificial intelligence (AI), for instance, is an emerging technology used by 88% of teams at least weekly and offers near limitless potential for marketers seeking to enhance rather than replace trusted channels.

Businesses at the forefront are utilising sophisticated AI receptionists, which represent a perfect example of an elevated basics approach. Solutions like RingCentral AI Receptionist allow SMBs to more effectively compete with large scale enterprises. These solutions require no complex IT support for set up making it easy to use. Think of it as a digital employee that ensures your business never misses a call and can get customers the answers they need. This creates seamless customer journeys across every channel and justifies why 61% of business leaders express optimism about AI’s impact on their team's work, particularly in customer communications.

The most effective customer experiences don’t rely on one single channel, but thoughtfully integrate modes of communication. Combining the immediacy and always-on nature of SMS with the intelligence of AI-enhanced voice solutions allows businesses to create a comprehensive approach that addresses customer needs throughout the journey. The result is an experience that feels both personal and efficient. Beyond the interaction itself, these elevated basics provide valuable insights through call transcripts and analytics. Businesses can understand what customers are asking about, identify peak call times, and continuously refine their communication strategy based on real data.

While 97% of business leaders anticipate increased spending on AI tools over the next three to five years, the wisest investments will enhance rather than replace the proven channels that customers prefer. The next big step forward for customer loyalty could be built on innovation alone, but it’s unlikely. Instead, more consistent, reliable communication that meets the customers where they are will be the foundation of growth.