Customer Dish Adds Context Based Targeting to Text Marketing

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In the second half of 2010 U.S. wireless users sent and received over 1 trillion text messages, yet mobile marketing via text message is generally limited to one-way bulk messages. In response, Customer Dish is pleased to announce the launch of its integrated mobile engagement, customer feedback, and text marketing tool. The product enables clients to use multiple, custom SMS conversations to garner feedback, make improvements, and target mobile marketing efforts. The web based tool is designed for small and medium sized restaurants and retailers as well as universities, churches, and hotels.

Customer Dish has taken bland push marketing and turned it into automated custom conversations using a tool as ubiquitous and personal as even the most basic cell phone.

In the same way analytics has come alongside search engine marketing to enable ad targeting and yield increased marketing ROI and improved user experience, Customer Dish has come alongside text marketing to provide analytics for offline, mobile customers.

Forrester reports that text messaging is the number one mobile activity across all types of cell phones with 73% of U.S. consumers considering their cell phone their “most used device”. It follows then, that Financial Newsline reports 90% of all text messages are read within 3 minutes of receiving them; ultimately 98% are read within a few hours. These facts breed an obvious opportunity for customer facing businesses to engage their audience via text messaging. As a result, services have emerged that allow merchants to send bulk SMS messages to lists of subscribers they collect. These tools provide little or no ability for the merchant to segment their subscribers based on demographics or context in order to better target their mobile marketing initiatives and budget.

Customer Dish has taken the opportunity to expand text message interaction beyond push marketing and combined it with the merchants need to engage customers, receive feedback, and respond. The tool allows a merchant to have a branded conversation with each customer, in real time, as the customer interacts with their product or service. This customizable, automated interaction with real customers takes the place of staged mystery shopper or secret shopper programs of the past. Rather than infrequent visits from paid shoppers posing as customers, Customer Dish is powered by real customers having real experiences and giving real feedback. The data collected in this process serves to help the merchant make improvements, build their brand awareness, and better target their mobile marketing campaigns. More specifically, each customer comment, interactive survey, or outbound message response is populated with key demographic data and can be viewed, searched, forwarded, exported, or tagged. Any portion of this context about a customer can be used when segmenting the merchant’s subscriber list to target marketing and news campaigns. For example, on a slow Tuesday a restaurateur could send a last minute appetizer coupon to only those subscribers who have been in during happy hour, within the last month, are in nearby zip codes, and mentioned enjoying the spring rolls.

With bulk messaging tools now a dime-a-dozen, Customer Dish has taken the next step to capitalize on the device and tool most closely connected to U.S. consumers. In so doing, Customer Dish has taken bland push marketing and turned it into automated custom conversations using a tool as ubiquitous and personal as even the most basic cell phone. By building robust customer interactions, they’ve opened up mobile marketing to the same detailed targeting now common in many other marketing channels. To learn more please visit

ABOUT Customer Dish:
Customer Dish is a SAAS tool that allows merchants to receive a real time view of how their customers are experiencing their brand. The tool is powered by a comment engine, custom surveys, and a mobile marketing module. Whether shopping for a new pair of shoes, enjoying lunch with a friend, or entering their hotel room on the first day of their dream vacation, Customer Dish provides a way to instantly know where a merchant is exceeding a customer’s expectations and where improvements can be made. Customers engage the process via text message. Text message is a widely used and comfortable way for customers to quickly comment and provide valuable survey responses. The real-time nature of text messaging also allows the merchant to address any issues promptly so customers always leave happy. Drawing from these customer interactions, the merchant is able to then use the mobile marketing module to send news and promotions directly to carefully segmented groups of loyal customers.


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Brian Chelette

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