There are two ways to think about SMS surveys.  One way to deploy them is to “push” the survey or survey link out to members.  The other is to “pull” respondents from a promotion.  Here we’ll discuss the pros, cons, and considerations for push surveys.

Push Surveys

The question we get asked most often at MemberXP® is whether a credit union can “push” the link to a survey out to members via a text message or even embed a survey into the texting app.  Because MemberXP® is omnichannel, we can help your credit union push survey links to members or embed survey questions into the text app.

Getting Ready to Deploy Push SMS Surveys

In order to push surveys out to members via their mobile phone numbers, it’s important to examine the legal and practical ramifications.  Your credit union will need to have two processes in place to push surveys:

1. The ability to identify which member phone numbers are mobile numbers.
2. Permission from members to text a survey to them.

Getting members’ permission to text messages to them.  Although there is no definitive case law about texting surveys, we recommend credit unions proceed with caution by getting members’ permission to send them surveys via SMS.  Even if you have members’ permission to send account alerts, you should get specific permission for surveys and, of course, marketing messages.  A highly-publicized lawsuit against Papa John’s established that just because consumers sign up for text alerts–in this case pizza delivery alerts—it doesn’t give the company the right to push other types of messages to them.

Of course even if you have members’ permissions to text surveys to them, you’ll want to give them a way to opt-out.  MemberXP® will include this with every push SMS survey as shown here.

A good way to begin with push SMS surveys is to gather mobile numbers and text survey permissions for all new members and text your MemberView new member survey.  Here’s a sample new member message:

In-App or Web Link

Another consideration is whether to put your survey questions within a series of text messages or to simply text a link to your online survey.  Here are some pros and cons of each:

We’re Here to Help

Need help crafting your SMS survey strategy?  Let us know.  We’re happy to discuss the possibilities with your team.