Trends Report

Sending Messages Is Easy — Perfecting Messaging Is Hard

Without Strong Orchestration, Enterprises Face Mobile Messaging Chaos

August 9th, 2021
With contributors:
Fiona Swerdlow , Cole Walsh , Sarah Morana , Ashley Villarreal


To improve customer experiences, enterprises are dramatically ramping up their use of mobile messaging. However, their ability to govern and coordinate outbound messaging has not kept pace. The problem: Mobile messaging can be a powerful tool to break through communication clutter — but too much messaging will diminish the power of the channel for everyone. Inconsistent or overwhelming messaging from a single brand ruins rather than improves customer experiences. This research analyzes why and how businesses must orchestrate their mobile messaging to create consistent, helpful experiences for their customers.

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