In an age where we can reach friends and family via Skype, Twitter, SMS and Facebook Live, even if we’re on the other side of the world, customers expect it to be just as easy to make contact with the businesses they use. One of the simplest, quickest and convenient ways for people to get in touch about customer service issues is via text.

Text messaging has become much more than a highly convenient communication method. It is now an essential ingredient in a good customer service stew, as it provides both businesses and consumers with an effective means of communication that’s not nearly as invasive as phone calls. Considering some 91 percent of the world owns a cellphone, SMS messages will likely remain the favorite business-consumer communication option for a long time.

Like it or not, we all have to deal with customer service at some point. A survey conducted by the Consumer Reports National Research Center found that almost 90% of people required customer service help during the past year, for activities ranging from lodging a complaint to returning unwanted goods.