USSD is part of our daily lives – without us noticing. Topped up data recently on your phone? You used USSD. Confirmed a money transaction on your phone? You used USSD. Entered a competition on your phone? Yup, USSD. It is simply everywhere!
USSD, or Unstructured Supplementary Service Data, works on the principle that you participate in two-way communication (known as “pull” services) based on a menu of options and numbered responses, following a series of questions and answers presented by these. You are prompted to select an option which then leads to another set of options to narrow down your request, finally confirming what you want done. This process can be done in two steps or in many – it depends on what the USSD service is being used for. You also get “push” services where you get information about events, products, promotions, etc. via notifications.
So how can you use USSD in your business?
Customer service
Few people like speaking to an automated voice response system, but USSD provides an alternative where customers and provide feedback on service, order from a menu, subscribe to services or check FAQs.
Banking
No longer do you need to go into a branch or find an ATM – you can do your business banking from your phone no matter where you are or what the time is using a USSD-based menu system.
Mobile phone updates
When you get a new phone and insert your SIM card, you are prompted to activate or update your settings – you are using USSD to make a long process much easier and streamlined.
Polls and surveys
Whether it’s your favourite pizza place finding out what new pizza toppings customers would like or your political party checking whether you have voted or not, USSD makes this process more convenient for the customer, with more accurate results.
Medical info
While we wouldn’t advise this in cases of serious medical conditions or severe illness, there are services where you feed in symptoms and can get medical advice by process of elimination via USSD menus.
USSD has entrenched itself in our lives and is a fast and convenient method to communicate with customers. It lowers costs as it is extremely affordable to implement, and also is a less time-consuming form on instant communication with your customers.
