SMS, essential for the quality customer relations

Poiscaille offers subscription-based home delivery or delivery to a relay point of crates of seafood based on the catch of the day.
This fast-growing startup has made SMS a fundamental link in developing and energizing a high-quality customer relationship and experience.

+20 000

ACTIVE SUBSCRIBERS

+6 000

SMS SENT PER MONTH

92%

SATISFIED CUSTOMERS

À PROPOS

Created in 2015 by Charles Guirriec, Poiscaille is the marine version of the vegetable basket: fresh, sustainable, ethical and delivered anywhere in France, in a short circuit. The obligation is: 48 to 72 hours between fishing and delivery to the customer, anywhere in France.

BUSINESS SECTOR Food delivrery

COMPANY SIZE

80 employees

CREATION DATE

2015

LOCATION

France

CHANNELS

- SMS

INTEGRATION - Zapier plugin

USE CASES

- order tracking
- delivery notification

Download the Poiscaille success story

You may also, for legitimate reasons, object to the processing of your personal data. If you wish to exercise these rights, please send an e-mail to dpo(at)smsmode.com.

proactively alert customers by sending an SMS

Instant transmission of customer service information

As a proximity tool “par excellence”, Poiscaille relies heavily on mobile phones to support its customer communication. SMS is used to track shipping incidents, transactional messages such as order reminders, changes of the delivery location following a shop closure, etc. It is also used to send alerts to distribution outlets in case of a missed delivery.

This interactions by SMS are destined to grow with the objectives. By the end of 2023, the number of subscribers will double (as the number of notifications) and Poiscaille will invest in marketing communication. A polymorphic status of the channel makes all its interest.

In the customer journey, SMS is very well suited to contractual and urgent communications and, at the same time, to more retention marketing and acquisition communications.

Tom Guibourdenche, Poiscaille customer service manager

notificaciones SMS de atención al cliente

SMS-Benachrichtigungen des Kundenservice

HIGHLIGHTS OF SMS

a very high message open rate
a channel for all target groups, including seniors
no spam or junk mail

WEAKNESSES OF SMS

the small size of the message available
the cost of long messages

SMS as a means to secure the reading of information

A direct, personal communication channel

Poiscaille relies heavily on SMS interactions, because it solves one of the main challenges of interaction management: it makes sure that the message is read and taken into account by the customer in a short period of time. Indeed, thanks to its unequalled reception and reading rates, this channel allows to be direct and to have the guarantee that the message will be received, while email shows delivery failures due to spam filters, low opening rates and a partial adoption by an older population (which represents a significant part of Poiscaille’s customers).

In customer service, it is not easy to hit the target with every message. SMS ensures that the customer reads the information.

Tom Guibourdenche, Poiscaille customer service manager

Used in different ways depending on the scenarios defined at Poiscaille, SMS replaces email, repeats the information sent by email or, in some cases, completes it. This is the case, for instance, with certain contractual informations is sent proactively, such as the postponement of a delivery or the cancellation of an order, which requires a confirmation of reading by the customer while delivering a long message. Thus, the combination and synergy of email and SMS — including a link to this email — is the best way to contractualise the sending of informationn and offer an optimal customer experience.

creating the perfect customer experience

Personalization is the key to customer relations

Through sending of these notifications, Poiscaille adopts an approach geared towards personalising and individualising exchanges to guarantee growth and retention. To do this, Poiscaille consultant refer to a library of predefined templates based on listed scenarios. The degree of personalisation of these messages evolves according to the nature of the problem encountered by the customer: from the insertion of simple data such as the first name to the complete rewriting of the message in certain specific cases. A contextualisation of the customer relationship that Poiscaille wishes to extend to hyper-personalization — is to offer an ever higher overall quality of experience — 100% automated, with the transmission of a panel of variables to the SMS messages.

Successfully completing the data pivot is the prerequisite to build a truly 1to1 customer relationship.

Fabien Andraud, head of sales smsmode^©

This automation of scenarios requires technological changes based, on the one hand, on data-centred software and, on the other hand, on the parameterisation of triggers and workflows. The first steps towards automation have been taken via Zapier for exchanges with distributor relay points. Poiscaille’s short-term objective is to scale up the model by applying this automation to the customer care part and by choosing the most suitable technological interconnection. A must-have for — and in the service of — customer relations which would then enable the full potential of the SMS channel to be exploited.