In the last two decades, there has been explosive growth in the number of channels available for communication. What began with e-mail and automated calling systems has moved to text, social media, push notifications, Slack, and more. Too often, under the bright lights of innovation, effective, established technologies have been abandoned without considering if what has worked historically still has a place when incorporated into these newer technologies. This is what has happened to SMS: Direct access to customers has been misused (and sometimes, abused) and rather than evaluating where this technology fits into a larger customer strategy, many brands…
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