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Call or Text? Pros and Cons & Tips for Effective Communication

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<p><span style="font-weight: 400;">Should it be a call or a text? And how do you know? Though it’s usually the question on a romantically overwrought individual’s mind, we’ve all been there at some point. Trying to determine whether you should text or call is another one of those scenarios where customer relationships can</span><a href="https://www.podium.com/article/how-marketing-is-like-dating/"> <span style="font-weight: 400;">feel like dating</span></a><span style="font-weight: 400;">.6</span></p>
<p><span style="font-weight: 400;">When it comes to connecting with your customers, the answer to the question “should I text or call?” is: it depends. While we’re currently living in an overwhelmingly pro-text society that operates primarily via messaging as the preferred</span><a href="https://www.podium.com/article/customer-communication/"> <span style="font-weight: 400;">communication</span></a><span style="font-weight: 400;"> method, the phone call remains a staple of the way we connect with friends, family, and even businesses.</span></p>
<p><span style="font-weight: 400;">Text and calling both have their place, and knowing when to use each is crucial to your relationships with your customers. While a business’s decision to text or call may not prevent a broken heart as it does in a romantic relationship, it can certainly prevent a broken customer relationship—as well as provide the means to take things to the next level. Ready for the 411 on how to turn a “casual fling” into a “customer for life”? We’re here to help.</span></p>
<p><span style="font-weight: 400;">Read on to learn when to call vs. text customers and why.</span></p>
<h2><span style="font-weight: 400;">Texting vs. Calling: Which one is better?</span></h2>
<p><span style="font-weight: 400;">There is no definitive answer as to whether</span><a href="https://www.podium.com/article/modernize-your-business-with-call-to-text/"> <span style="font-weight: 400;">calling or texting</span></a><span style="font-weight: 400;"> is better. It depends on numerous factors, so you will always want to consider the following:</span></p>
<ol>
<li><b> Target audience: </b><span style="font-weight: 400;">Consider your target audience, specifically their</span><a href="https://www.podium.com/article/text-call-and-email/"><span style="font-weight: 400;"> preferences</span></a><span style="font-weight: 400;"> and how a call or text will fit into their day.</span></li>
<li><b> Purpose: </b><span style="font-weight: 400;">Think of your goal with the message. Scheduling is easier via text while complex issues are better over the phone.</span></li>
<li><b> Budget: </b><span style="font-weight: 400;">Consider your budget, as texting is more affordable.</span></li>
<li><b> Length of Conversation: </b><span style="font-weight: 400;">Phone calls tend to be more time-consuming.</span></li>
</ol>
<h2><span style="font-weight: 400;">Texting vs. Calling: Pros and Cons</span></h2>
<p><span style="font-weight: 400;">As you likely already know—whether from personal or business relationships—texting and calling both have advantages and disadvantages. And it’s important to know what those are if you want to build a strong customer relationship through seamless, relevant, and meaningful communication.</span></p>
<h3><span style="font-weight: 400;">Advantages of Texting</span></h3>
<p><span style="font-weight: 400;">Yes, the rumors are true. Text has an open rate of over 98%.</span></p>
<p><span style="font-weight: 400;">And did you know that over</span><a href="https://www.podium.com/ebooks/the-ultimate-guide-to-sms-marketing/"> <span style="font-weight: 400;">40% of consumers</span></a><span style="font-weight: 400;"> say they are likely to switch to a different business because they offer text messaging to communicate? Over</span><a href="https://www.podium.com/ebooks/the-ultimate-guide-to-sms-marketing/"> <span style="font-weight: 400;">65% of consumers</span></a><span style="font-weight: 400;"> think texting makes working with a local business more convenient. And consumers are nearly</span><a href="https://www.podium.com/ebooks/the-ultimate-guide-to-sms-marketing/"> <span style="font-weight: 400;">twice as likely (1.8x)</span></a><span style="font-weight: 400;"> to prefer texting to any other communication method.</span></p>
<p><span style="font-weight: 400;">With over 3.8 billion smartphones in the world, it’s easy to say that messaging has taken over and that text is king. It caters to the modern consumer in an asynchronous, personal, and freedom-promoting way that allows for casual conversations, quick fixes, and fast updates. However, don’t be too quick to crown it the king of all. Because text doesn’t allow for intonation and nuance or longer messages, it can also increase the likelihood of miscommunication and failure to solve more complicated issues.</span></p>
<h4><span style="font-weight: 400;">1. Is more convenient.</span></h4>
<p><span style="font-weight: 400;">Texting is incredibly convenient, both for your team and your customers. A quick text can even be somewhat automated.</span></p>
<h4><span style="font-weight: 400;">2. Facilitates multimedia communication.</span></h4>
<p><span style="font-weight: 400;">You can easily attach images, video, or audio to texting. You can also easily include links.</span></p>
<h4><span style="font-weight: 400;">3. Does not require synchronization.</span></h4>
<p><span style="font-weight: 400;">Texting doesn’t require both parties to be present at the same time. Your customers can respond whenever it is convenient for them to do so. The notifications on their Android or Apple device will tell them about your text, just like a notification on LinkedIn would inform them of a message there.</span></p>
<h4><span style="font-weight: 400;">4. Provides casual, quick, and conversational dialogue. </span></h4>
<p><span style="font-weight: 400;">Texting is particularly good for quick, casual conversation. It is informal and conveys information quickly.</span></p>
<h2><span style="font-weight: 400;">Disadvantages of Texting</span></h2>
<h4><span style="font-weight: 400;">1. Makes it harder to resolve complex problems quickly.</span></h4>
<p><span style="font-weight: 400;">You may need to send a lot of texts or type out long messages for complex problems.</span></p>
<h4><span style="font-weight: 400;">2. Is a service not everyone has.</span></h4>
<p><span style="font-weight: 400;">While most people have cell phones, not everyone does. This is especially true of certain audiences, such as the elderly. Some people only have a landline phone number.</span></p>
<h4><span style="font-weight: 400;">3. Is not personalized.</span></h4>
<p><span style="font-weight: 400;">Texting feels more impersonal than calling, especially if you don’t do anything to personalize it. This can reduce engagement.</span></p>
<h3><span style="font-weight: 400;">Advantages of Calling</span></h3>
<p><span style="font-weight: 400;">When the problem is serious or the need for meaningful conversation is more than text messages can handle, calling is the way to go. Phone calls have an undeniable power, it is true. The chase, the connection, the intensity! In all seriousness, though, sometimes it does take a phone call to do what a text message can’t. And what is that, exactly? The heavy lifting.</span></p>
<p><span style="font-weight: 400;">In recent years, calling in its various forms (such as via</span><a href="https://www.podium.com/article/what-is-a-softphone/"> <span style="font-weight: 400;">softphone</span></a><span style="font-weight: 400;"> or voice chat) has become the go-to for matters that require more in-depth communication.</span><a href="https://www.businesswire.com/news/home/20220303005693/en/Should-You-Call-Text-Email-or-Video-Call-New-Research-Reveals-Consumers-and-Businesses-Prefer-Voice"> <span style="font-weight: 400;">Research</span></a><span style="font-weight: 400;"> shows that consumers prefer voice calls when they need to connect with not only their friends and family, but also their credit card company, insurance agent, and bank.</span></p>
<p><span style="font-weight: 400;">Despite the problems of lower response rates and limited employee resources that need resolving, businesses approximate that their use of voice will</span><a href="https://www.businesswire.com/news/home/20220303005693/en/Should-You-Call-Text-Email-or-Video-Call-New-Research-Reveals-Consumers-and-Businesses-Prefer-Voice"> <span style="font-weight: 400;">increase</span></a><span style="font-weight: 400;"> (36%) or remain the same (50%) in the next year.</span></p>
<h4><span style="font-weight: 400;">1. Helps you quickly solve complex issues and problems</span></h4>
<p><span style="font-weight: 400;">Active conversations with a back-and-forth dialogue make it easier to solve complex issues. It also gives your clients or support team the chance to interrupt if they have additional questions.</span></p>
<h4><span style="font-weight: 400;">2. Provides uninterrupted dialogue and undivided attention.</span></h4>
<p><span style="font-weight: 400;">Texting is usually done while multitasking, so you may not have the full attention of your client. Phone calls, however, tend to involve full attention. Similarly, your customer knows they get the full attention of your team.</span></p>
<h4><span style="font-weight: 400;">3. Engages your customer and strengthens bonds.</span></h4>
<p><span style="font-weight: 400;">Calls build a human connection, making customers feel like loved ones.</span></p>
<h4><span style="font-weight: 400;">4. Reduces miscommunications.</span></h4>
<p><span style="font-weight: 400;">Being able to hear tone and easily ask additional questions reduces miscommunications.</span></p>
<h2><span style="font-weight: 400;">Disadvantages of Calling</span></h2>
<h4><span style="font-weight: 400;">1. Takes up more time.</span></h4>
<p><span style="font-weight: 400;">Calling tends to take longer than texting, and you can’t just work it into your day a bit at a time.</span></p>
<h4><span style="font-weight: 400;">2. Typically has lower response rate.</span></h4>
<p><span style="font-weight: 400;">Fewer people answer the phone than open or respond to texts.</span></p>
<h4><span style="font-weight: 400;">3. Requires synchronization.</span></h4>
<p><span style="font-weight: 400;">The caller and customer have to be available at the same time, like they would for a video chat. That said, you can leave a voicemail.</span></p>
<h2><span style="font-weight: 400;">Best Practices—When to Call vs. When to Text</span></h2>
<h3><span style="font-weight: 400;">When to Call</span></h3>
<p><span style="font-weight: 400;">When it comes to the important stuff, you should always call. There’s no substitute for the human voice. Calling is excellent when nonverbal cues, nuance, and intonation are vital to the success of an interaction. Rely on call when you need to:</span></p>
<h3><span style="font-weight: 400;">Resolve a Complex Issue or Problem</span></h3>
<p><span style="font-weight: 400;">Complex issues are much easier to resolve over the phone, as they can require a lot of back-and-forth conversation.</span></p>
<h4><span style="font-weight: 400;">1. Close a deal.</span></h4>
<p><span style="font-weight: 400;">Calling adds a level of</span><a href="https://www.podium.com/article/communication-dos-and-donts/"> <span style="font-weight: 400;">personalization</span></a><span style="font-weight: 400;"> and a human connection that can help you close a deal. That stronger bond improves the customer experience.  </span></p>
<h4><span style="font-weight: 400;">2. Communicate sensitive information.</span></h4>
<p><span style="font-weight: 400;">You don’t want to write out sensitive information in text messages due to privacy concerns. Instead, convey them in a phone conversation or other secure business communication.</span></p>
<h4><span style="font-weight: 400;">3. Have in-depth discussions.</span></h4>
<p><span style="font-weight: 400;">Like complex issues, in-depth discussions require a great deal of back-and-forth and can be exhausting to type out via text.</span></p>
<p><span style="font-weight: 400;">If you’re worried that something might not come across correctly via text message, err on the side of calling. </span></p>
<p><b>Pro tip</b><span style="font-weight: 400;">: When you do call, it’s important to let customers know who is calling them. That means paying for branded caller ID.</span></p>
<h3><span style="font-weight: 400;">When to Send Text Messages</span></h3>
<p><span style="font-weight: 400;">You should use text for just about everything else. While you can make up for some nonverbal cues with punctuation and emojis, it is great to use text for simple and straightforward messages while adding a personal, human touch. Use text to:</span></p>
<h4><span style="font-weight: 400;">1. Confirm appointments, bookings, and applications.</span></h4>
<p><span style="font-weight: 400;">These are quick, informal conversations.</span></p>
<h4><span style="font-weight: 400;">2. Deliver promotional messaging and coupons.</span></h4>
<p><span style="font-weight: 400;">These promotional messages don’t require any conversation at all, just a quick message.</span></p>
<h4><span style="font-weight: 400;">3. Talk to millennials and younger audiences.</span></h4>
<p><span style="font-weight: 400;">These audiences prefer texting, so you will improve</span><a href="https://www.podium.com/article/prompt-to-text/"> <span style="font-weight: 400;">engagement</span></a><span style="font-weight: 400;">.</span></p>
<h4><span style="font-weight: 400;">4. Send website and payment links.</span></h4>
<p><span style="font-weight: 400;">Users can click on the link directly from the text message, letting you automate the process and saving both your company and the customer time.</span></p>
<h4><span style="font-weight: 400;">5. Ask for customer feedback, referrals, or reviews.</span></h4>
<p><span style="font-weight: 400;">As with payment or website links, you can easily send links for feedback, reviews, and referrals.</span></p>
<h4><span style="font-weight: 400;">6. Communicate basic or casual information.</span></h4>
<p><span style="font-weight: 400;">Texting is ideal for casual information that you can convey concisely.</span></p>
<p><b>Pro tip:</b><span style="font-weight: 400;"> Often, it’s nice to text </span><i><span style="font-weight: 400;">before</span></i><span style="font-weight: 400;"> you call, setting expectations and letting customers know what is going to happen. This helps the call feel less intrusive, wastes less time, and increases efficiency.</span></p>
<p><span style="font-weight: 400;">SMS marketing platforms are a great way to really get on top of your text message marketing and make sure that each of your SMS messages carries as much impact as possible.</span></p>
<h2><span style="font-weight: 400;">How Texting vs. Calling Impacts Customer Relationships</span></h2>
<p><span style="font-weight: 400;">Texting and calling also impact customer relationships differently and imply different things. Did you know that communication that includes voice (such as mobile phone calls, voice chat) creates</span><a href="https://pubmed.ncbi.nlm.nih.gov/32915017/"> <span style="font-weight: 400;">stronger social bonds</span></a><span style="font-weight: 400;"> than communication that centers around typing (such as text or email?). That’s right, people tend to feel significantly</span><a href="https://www.psychnewsdaily.com/texting-vs-calling-phone-makes-deeper-bonds/"> <span style="font-weight: 400;">more connected</span></a><span style="font-weight: 400;"> through communication methods based on voice than they do typing-centered methods. Actually hearing someone’s voice can make experiences better.</span></p>
<p><span style="font-weight: 400;">Research also shows that calling trumps messaging when you want to connect with a person in a</span><a href="https://www.psychnewsdaily.com/texting-vs-calling-phone-makes-deeper-bonds/"> <span style="font-weight: 400;">meaningful way</span></a><span style="font-weight: 400;">. Text, on the other hand, increases the conversational tone of an interaction and frees customers to answer confidently in their own time and from their own space. It creates more casual bonds—slightly more transactional, friendly, and low-key than calling. In fact, receiving a text message actually</span><a href="https://onesignal.com/blog/why-text-messaging-sms-should-be-part-of-your-marketing-strategy/"> <span style="font-weight: 400;">lights up the brain’s reward system</span></a><span style="font-weight: 400;"> and stimulates the dopamine system, which can create a cycle.</span></p>
<p><span style="font-weight: 400;">Texting and calling also have very different underlying connotations that are important to understand. Texting says to your customers: “This is casual!” “You can take your time or get back to this right away!” “This is simple, friendly, and straightforward.” While calling says: “We really want to connect with you.” “This is a bit more complex/sensitive.” “It would be good for us to talk very soon!”</span></p>
<p><span style="font-weight: 400;">It is important to consider how your medium will impact your customer relationship before you use it.</span></p>
<h2><span style="font-weight: 400;">Take Customer Communication to the Next Level</span></h2>
<p><span style="font-weight: 400;">Ready to use texting and calling perfectly in sync? Try the platform that does it all—really well, if we do say so ourselves—and all from one place. Learn how Podium can help you use text and calling in perfect tandem here. Podium helps you</span><a href="https://www.podium.com/inbox/"> <span style="font-weight: 400;">make customer communication faster</span></a><span style="font-weight: 400;"> and easier. It is</span><a href="https://www.podium.com/contacts/"> <span style="font-weight: 400;">a CRM built for small businesses</span></a><span style="font-weight: 400;"> that lets you</span><a href="https://www.podium.com/phones/"> <span style="font-weight: 400;">turn more customer calls into revenue</span></a><span style="font-weight: 400;">.</span></p>
<h2><span style="font-weight: 400;">Texting vs. Calling FAQs</span></h2>
<h3><span style="font-weight: 400;">Q: Do customers prefer text or calling?</span></h3>
<p><span style="font-weight: 400;">A: Customers usually prefer texting.</span></p>
<h3><span style="font-weight: 400;">Q: Is it faster to text or call?</span></h3>
<p><span style="font-weight: 400;">A: Texting is faster, especially when you have to send messages to customer lists.</span></p>
<h3><span style="font-weight: 400;">Q: Is it cheaper to text or call?</span></h3>
<p><span style="font-weight: 400;">A: Texting is usually cheaper, especially in the case of international calling.</span></p>


Call or Text? Pros and Cons & Tips for Effective Communication

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