AusLeisure

Direct debit company Ezypay have highlighted the importance of recording and maintaining mobile phone numbers in any marketing or member database.

Undertaking ongoing industry research, Ezypay found that a huge majority (86%) of respondents had changed their mobile phone number once or never, with 50% of respondents having never changed their mobile phone number.

The research also found that the greatest number of times a mobile phone number had been changed was twice.

Contrasting this how often people change their home, work or email address, Ezypay suggest that mobile phone numbers are likely to be more accurate than addresses in business databases.

Ezypay Sales, Marketing and Relationship Director Celeste Kirby-Brown believes that,if they aren't already, mobile phone numbers should be a mandatory field in any database, stating "this survey shows that the best channel to communicate to your customers in is through their mobile phone number.

"Combining this data with another recent survey we conducted showing the majority of respondents receive less than six SMS each day (shows that) you will get greater cut through and connect to more customers via SMS than any other channel."

Kirby-Brown suggests that this extra cut through for SMS will ensure that Ezypay's new pre-debit SMS reminder service will be a success. The service gives customers an SMS reminder prior to payments being debited from their account to ensure they have funds in their account so the debit doesn't fail. It aims to overcome the situation where customers just forget to have money in their account, resulting in failed payments and having to pay failed payment fees.

Kirby-Brown adds that "we are hoping that our clients are happier with the higher collection rates and also that our customers are happier with the convenient reminder.

"One thing we know for sure is that mobile phone numbers are connecting us to customers like never before."

Ezypay is offering the service as a free trial for the month of October. After this time a small fee will be charged per reminder sent.

For more information contact Simon Hall of Ezypay on Email: Simon.hall@ezypay.com.au, www.ezypay.com.au

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