Verified SMS Brand Value Research

2020 | Confidential and Proprietary

Verified SMS Brand Value Research

● Research Overview

● Executive Summary

● Consumer Attitudes and Preferences

● Verified SMS Evaluation by Industry and Use Case

● Appendix

Table of Contents


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


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”


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

Consumer Attitudes and Preferences


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


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


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%


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


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


Verified SMS Brand Lift Measurementby Industry and Use Case


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


Healthcare // Improves likelihood to perceive a brand favorablyRecipients are consistent across metrics for Verified and Regular SMS messages








Industry : Healthcare / User case : Prescription Updates



287898


Travel // Improves likelihood to perceive a message favorablyVerified SMS had a double-digit lift across message impression, brand satisfaction, and consideration








Industry : Travel / User case : Flight Alerts



26266


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






Promotion Likelihood of Purchase +27.0%


Industry : Retail / User Case : Promotion Coupons



21525


Banking & Finance // Increases consideration among non-customers Recipients have positive perceptions of the message, brand, and sender trustworthiness








Industry: Banking & Finance // Tested User Case : Fraud Alert




Tech // Improves likelihood to recommend the brand to a friendRecipients have positive perceptions of the message and sender trustworthiness








Industry : Technology / User Case : OTP (Authentification)



21525

Appendix


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.


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%


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Verified SMS Brand Value Research

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