Chatbots for Your Shopify Store: How Ecommerce Chatbots Can Increase Revenue + 6 Powerful Apps

In today’s fast-paced world, it feels like you can’t take two steps without someone asking if you’d like to opt-in to their texting list. Well, buckle up, because SMS as a customer service tool is not just a trend; it's like that taco truck that shows up at the right moment—you didn’t think you needed it until it was there and oh, what a difference it made! When I first encountered SMS customer support, I was puzzled. How could a simple text message resolve my frantic questions? Spoiler alert: it did! Whether it’s responding to frantic queries or letting folks know their pizza is en route, SMS can sprinkle a little magic on the customer experience. So, let’s chat about how SMS can transform customer interactions from mundane to magnificent. Who knew texting could be this useful, right?

Key Takeaways

• SMS allows instant communication, making customer support swift and efficient.
• Humor in texts can break the ice and create a friendly rapport.
• Templates can streamline responses, saving time while maintaining a personal touch.
• Integration with marketing strategies can boost engagement and satisfaction.
• Choosing the right SMS solution is crucial for successful customer interactions.

Now we are going to talk about a fascinating approach to customer support: using SMS. This method of communication has turned into quite the trend, making waves across various sectors. Let’s unravel this together!

Understanding SMS as a Customer Service Tool

Imagine you're at the grocery store, and your stomach is growling louder than a freight train. You just realized you forgot the chutneys for that dinner recipe that’s been pinned on your fridge for weeks. A quick text to customer service asking about availability could save the day, right? That's what SMS customer service is all about—helping us in the most convenient way possible. Gone are the days of dialing numbers, listening to hold music that could drive anyone to madness, and awkward pauses awaiting responses. Instead, SMS customer service is like having a chat with a friend during your lunch break. Here’s why it’s catching on like wildfire:

• Immediate Responses: Texting is often instant. Who doesn’t love the thrill of getting answers while waiting in line?
• Convenience: Need help while cooking or petting your cat? No problem! Reach out via text without interrupting your day too much.
• Accessibility: Almost everyone has a mobile phone these days. There’s something reassuring about the ease of sending a message compared to hunting for a computer or waiting for a webpage to load.

Companies have begun to realize that engaging with customers through SMS can greatly enhance satisfaction. Take, for instance, many restaurants that now offer text alerts as a confirmation for reservations. After all, nobody wants to risk having a romantic dinner go wrong because they forgot to confirm. We also need to consider the robust character of this method. Numerous businesses have reported that texting provides clarity, with 98% of messages read within minutes. That's quite different from emails, which often wind up sitting unopened like forgotten leftovers. Let’s not overlook how tech-savvy Gen Z is—essentially, they might as well be born with smartphones in hand. Engaging them through their preferred medium is just smart. Many of us have seen how brands like Domino's and Sephora have creatively hopped on this bandwagon. Remember the last time a package got delayed? Texting customer service to find out where's your stuff gives you the power to keep tabs without resorting to frantic calls. We can all agree a little convenience goes a long way. So, when we think about the future of customer service, let’s remember SMS isn’t just a trend, it's more like that comforting cup of coffee on a chilly morning. We see it becoming integrated into more services, making interactions smoother. Ultimately, SMS customer service is elevating the way we connect with businesses, giving us instant gratification right at our fingertips. So, next time you’re in a pinch, remember: help could just be a text away!

Now we are going to explore how SMS text messaging can totally boost the customer service experience. Spoiler alert: it’s a game changer!

The Impact of SMS Text Messaging on Customer Service Experience

Imagine this: you're juggling a million things, your phone buzzes, and it's a quick note from customer service. Suddenly, your day just got a tad better! Who wouldn’t appreciate the charm of instant replies? It’s like having your coffee delivered to your desk, but without the awkward small talk with the barista. Recent studies have shown that most issues get sorted out in under a minute. That’s faster than your cousin’s ability to devour pizza at a birthday party! It's no wonder that a whopping 42% of customers prefer chatting on messaging apps over traditional methods. We can all agree, it's much easier to keep checking for updates on our phones, given that the average person checks their device about 96 times a day. So why wouldn’t we transform our customer service into something just as accessible? Customer support teams are also seeing the magic of proactive outreach. Just imagine: a friendly message about a timely discount pops up, and like a puppy chasing a squirrel, your customers are intrigued and engaged. It's efficient and delightful! Let’s break it down why SMS messaging can be a key player in customer service strategy:

• Speedy Communication: Customers adore quick answers. Nobody wants to be left hanging; it’s like waiting for a text back from someone you just met.
• Convenience: People don’t have to glue themselves to your website. They can multitask – which, let’s be honest, we all love to do.
• Personal Touch: A friendly message feels like catching up with an old friend, even if it’s just a bot!
• Proactive Engagement: Offering updates? That's savvy - think of it as not just waiting for the fish to bite but casting a line yourself!
• Wider Reach: So many customers prefer texting. It’s like being part of the cool kids' club, and nobody wants to miss out!

So, why are we still stuck in old-school methods when communication is evolving? A little investment in SMS could make all the difference in retaining happy customers. Who wouldn't want a customer service experience that's swift, friendly and always just a “ping” away? Let’s ditch the waiting games and embrace the convenience! When it comes to understanding our customers’ preferences, SMS is the way to go. It’s all about having a conversation, just like we might chat over coffee – only this time, it’s the virtual cup that never gets cold!

Now we are going to talk about incorporating messaging into customer service strategies. This is all about making interactions smoother and faster, so customers feel heard, and frankly, less frustrated than they would dialling a support line and waiting for what feels like an eternity. We've got ten straightforward tips that can fill your toolbox and make you the superhero of customer responses.

Tips for Enriching Your Customer Service with Messaging

1) Direct Interactions to Messaging First

We've all been there, stuck on a call that feels like a game of telephone — and no one wants to get stuck in that loop. Texting allows for quick resolutions, saving both customers and agents from time wasted on back-and-forth emails. 

So why not make messaging the first-choice platform? Just set up your contact page to encourage folks to text first; you can always switch to email or calls for more complex issues. Let's face it, nobody’s got time for endless holds.

2) Announce Your Availability!

Your customers can’t text you if they don’t know they can! Make sure you’re bold about your messaging services. Put “Text Us!” alongside your number everywhere — website footer, contact pages, even on confirmation emails. A quick, direct nudge can really boost engagement.

• The footer of your website
• Your “Contact Us” page
• Confirmation emails
• Social media bios
• User manuals

3) Autoresponders Are Your New Best Friend

Picture this: A customer texts in, and boom! An autoresponder acknowledges their message right away. This shows them you’re on the ball! Give your agents a breather while they sort through their current discussions with a simple automatic response.

This technique is a must whether you’re using chatbots or real-life human agents. Just keep it friendly and informative!

4) Categorize Priorities Like a Pro

Some tickets come with a sense of urgency and need addressing pronto. Take that customer reporting a fraudulent charge — they should outrank someone just wondering if they can get some discount. 

Consider prioritizing tickets by:

• Oldest tickets first — don’t let them simmer!
• VIP customers — reward the loyal ones!
• Common issues — quick ' fixes are essential.

5) Use Macro Templates for Speed

If you haven’t caught onto the magic of Macro templates yet, you’re missing out! Whipping up pre-baked responses for common queries saves tons of time. But, remember, short and casual is the name of the game; no one wants a novel via SMS!

6) Automation Rules to the Rescue

Not every question requires a human touch. Automation is here to save the day! You can set up rules to handle those repetitive, low-stakes queries, allowing your agents to focus on more complex issues. 

7) Embrace Multimedia

Gone are the days of dull, text-only responses. Using images or GIFs can pack a punch in your conversations, making them more engaging. Just don't send a cat meme to an angry customer — inappropriate humor is not your friend here!

8) Proactive Messaging

Imagine getting a text warning about a system issue before you even notice. Messaging can be a more personable approach to proactive support, allowing you to address problems swiftly and avoiding a deluge of tickets.

• Alert customers on widespread issues.
• Announce new products for even greater engagement.
• Keep updates relevant and timely!

9) Sync Marketing with Support

Feeling adventurous? Take your SMS marketing and pair it with support. Engage customers with campaigns, and be there to answer inquiries as they arise. This can be a winning combo that pushes sales while enhancing customer satisfaction.

10) Collect Feedback via Text

By leveraging text messages for surveys, you tap into higher response rates. People love to text; they're more likely to respond with feedback this way! Make their voices heard, and your service will improve down the line.

Tip Number	Tip
1	Direct Interactions to Messaging First
2	Announce Your Availability!
3	Autoresponders Are Your New Best Friend
4	Categorize Priorities Like a Pro
5	Use Macro Templates for Speed
6	Automation Rules to the Rescue
7	Embrace Multimedia
8	Proactive Messaging
9	Sync Marketing with Support
10	Collect Feedback via Text

Now we are going to explore some creative SMS templates that can really make customer service interactions feel a bit more personal and engaging.

SMS Customer Service Templates for Common Responses

Jumping into the world of SMS customer service can feel like learning to ride a bike—exciting but a bit wobbly at first! We totally understand how tricky it can be to keep things short and sweet while still packing in all the necessary info. To make life easier, we've whipped up a few handy templates that can save time, reduce stress, and keep your customers happy! Feel free to tweak these to fit your brand’s unique style.

Template for Ticket Acknowledgment

After receiving a customer's message, it’s good to send a quick acknowledgment. This buys time for your agents to catch their breath (and maybe a cup of coffee). Here’s a simple go-to:

Hi there! Thanks for reaching out to {Brand Name}. An agent is on it and will text you back shortly. Hang tight! :)

Personalized Welcome Message Template

This is your chance to shine! When passing the chatting baton from a bot to a human, make that first impression count. Here’s a breezy intro template that will help your agents avoid typing cramps:

Hey {Customer First Name}! I’m {Your Name} from {Brand Name}. Thanks for your message! What can I assist you with today?

Business Hours Template

Ever had a customer ping you at 11 PM asking if you’re open? Yikes! Here’s a handy template to manage expectations without breaking into a sweat:

Hello {Customer First Name}! It’s {Your Name} from {Brand Name}. We’re available Monday through Friday, 9 a.m. to 8 p.m. Hope to chat more then!

Order Status Update Template

Let’s be real: No one likes being left in the dark about their order. Keep it light and informative with this little gem:

Great news, {Customer First Name}! Your order is on its way and is set to arrive on {delivery date}. Let me know if you need anything else!

Payment Reminder Template

Subscription sneaks up on people! Use this template to gently nudge customers about their upcoming payments without sounding like a bill collector:

Hi {Customer First Name} {Customer Last Name}! This is {Your Name} from {Brand Name}. Just a friendly reminder that your next payment of {amount} is due on {due date}. Let me know if you have questions!

Pro tip: Use SMS sparingly here—the last thing we want is a customer breaking up with you over text!

Exclusive Deals Template

Everyone loves a good deal! Show customer appreciation with this template that’ll make them feel extra special:

{Customer First Name}, we appreciate you! Here’s a little something to say thanks: {details of the offer}! Treat yourself: {short URL}

Refund Notification Template

Refunds happen, and with this template, they won’t need to feel like they’ve gotten the third degree:

Hi {Customer First Name}! We’ve processed your refund, and the details are on their way to your email. Thanks for your patience!

Customer Follow-Up Template

A little check-in can go a long way. If you think a customer might need assistance, why not reach out?

Hi {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Just touching base to see if everything is running smoothly with your {products/service}. Let me know how I can help!

Using these templates can lighten the workload and create a more positive experience for your customers. And remember, a little personality never hurt anyone! Keep it friendly, keep it professional, and watch your relationships thrive!

Now we are going to talk about some handy templates for SMS marketing and how integrating them can really spice things up.

SMS Marketing Templates and Integrations

So, imagine you're sitting in your favorite café, sipping on a cappuccino that could probably fuel a rocket, and you get a text from a store. It’s not just any text; it’s a brilliant SMS that pulls you in like a moth to a flame. That’s the beauty of a solid SMS marketing strategy, and having some dynamic templates can really boost our game. Here are some templates we've come across that can make our messages pop:

Discount Notification

If we’re planning a blowout sale, sending a text with a discount code can create excitement faster than the latest TikTok dance craze. After all, people's phones are usually glued to their sides!

Here’s a quick template to get us started: “Flash sale alert! This weekend only: up to 40% off, including our latest collection. Shop now: {insert URL}”

Appointment Reminder

Let’s be real—how many times have we forgotten about an appointment? Sending friendly reminders can reduce those pesky no-shows. Picture using a template that encourages confirming appointments, like this one: “Hey there, {Customer First Name} {Customer Last Name}! It’s {Your Name} from {Brand Name}. Your appointment is on the books for tomorrow at {appointment time}. Can't wait to see you! Reply Y to confirm, N to cancel.”

Order Confirmation

Confirming an order via SMS is essential; it makes customers feel appreciated and keeps them in the loop. Try this: “Hi, {Customer First Name} {Customer Last Name}! This is {Your Name} from {Brand Name}. Your order #{order number} is all set and being processed! We’ll ping you when it ships. Any questions? Just reply!”

Pickup Notification

For services with pickup options, a text can reach customers effectively, even if they’re out and about. Here’s an example of what we can send: “Hello, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Your order #{order number} is ready for pickup at {location}. Swing by anytime today before {closing time}!”

Survey Request

Gathering feedback is crucial, and SMS can be an excellent tool for response collections. Use this script: “Hey, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. We’d love your feedback on {topic}. Please spare five minutes for this survey: {short URL}.”

Membership Renewal Reminder

A gentle nudge about membership renewals can save us from surprises and unhappy customers. Here’s a simple option: “Hi, {Customer First Name} {Customer Last Name}! It’s {Your Name} from {Brand Name}. Just a heads up: your annual membership renewal is due on {date}. Your card on file will be charged then.”

These templates, combined with proper integrations, can morph our SMS marketing into a delightful, engaging experience for our audience. Let’s not forget to sprinkle a bit of personality into everything we send and watch our engagement rates soar!

Now we are going to talk about the benefits of incorporating a friendly SMS and conversational customer service approach into your business. There's so much to explore in this topic, and trust us, it's far from boring! So, let’s add a fun spin to it, shall we?

Is SMS and conversational customer support a match for your company?

You know, when it comes to chatty services, some businesses are like fish to water. They thrive! Think about ecommerce brands. For them, offering support via SMS is as essential as having their morning coffee (and we all know what happens when we skip that). Imagine receiving a shipping update right on your phone—no laptop required! You can simply tap away your concerns about a misplaced package. Now that's what we call customer service with a cherry on top!

But maybe you’re standing on the fence, unsure if friendly chat and SMS support is what your business needs. Here’s a list to help clarify:

• What’s your audience like? If they’re mostly millennials or Gen Z, you might want to consider text support—like, yesterday!
• Are you cranking out SMS marketing campaigns? That’s half the job done already.
• Do customers often ghost you on other communication platforms? It’s time to rethink your strategy!
• Is your social media game strong? Use that to your advantage and engage through DMs!
• Struggling for feedback? Try texting instead of emailing. Trust us, they’re more likely to respond!

Are you targeting the younger crowd?

Millennials and Gen Z have grown up firing off texts like it’s an Olympic sport. They crave quick responses and efficiency—if they can swipe left on a long email thread, they will. Interestingly, about 71% of those aged 16 to 24 believe speedy customer service can elevate their shopping experience. If these demographics resonate with your business, it’s time to gear up and embrace conversational customer service. Too old-fashioned? Well, email may still reign supreme for older customers, but remember, change is a constant in life. They’re catching up!

Aren't you sending out SMS campaigns already?

One of the hiccups in providing that seamless touch is the setup, but if you’re already texting your customers with marketing messages, you’ve got the tools to take the leap into SMS support. Integrating this quirky communication style doesn’t require a mountain of effort if you’re already halfway there. It’s like adding sprinkles to an already delicious cupcake—who doesn’t want that?

Seeing missed opportunities elsewhere?

If your email boxes are overflowing with unresolved queries, it’s like watching a movie end without closure. Adding SMS as a support channel can keep conversations flowing, even if someone suddenly needs to walk the dog or accidentally falls asleep! After all, speedy replies keep customers from losing interest faster than a kid in a candy store. And just like candy, we want them to keep coming back for more!

Are your social channels just for show?

If you're posting on social media but ignoring DMs, then you might as well be waving at a train that’s long gone—missed it entirely! Being active on social media is great, but engaging with customers in real-time can transform those likes into sales. Just think about it, friendliness goes a long way.

Is feedback slipping through the cracks?

When we talk about gathering feedback, it often feels like pulling teeth! Emails are like lead balloons—everyone avoids them. But conversing through text, ah, now that’s a game changer! With a staggering 98% open rate for SMS, customers are likely to respond when asked for their thoughts. Just don’t bombard them like you’re feeding seagulls at the beach—less is more! Overall, friendly SMS and conversational support is like adding a feather to that customer service cap. So, why not give it a whirl?

Now we are going to talk about how to choose the right text messaging tools for customer service. Trust me, this isn’t just pulling a name out of a hat. It’s important!

Choosing the Right Text Messaging Solutions

Customers these days expect lightning-fast communication. Think back to the last time you had to wait longer than a microwave dinner for a response—frustrating, right?

Managing text messages effectively requires a solid strategy and tools that fit like a glove. Some platforms come with SMS features right out of the box, while others might need a third-party tool to step in. It’s a bit like trying to fit a square peg in a round hole if you pick the wrong solution.

Here’s where it gets interesting: when looking for solutions, we need to be clear about our goals.

Feature	Why It Matters
Conversation history	So no one has to repeat themselves—nobody likes that phone call from a customer saying, “But I told you last week!”
Custom macros	Quick replies to common questions mean less time typing, more time sipping that coffee!
Image and video support	Perfect for showing that user how to locate the “on” switch—seriously, it happens.
Routing capabilities	No one wants a lost message! Imagine sending a text and it just…vanishes.
Ecommerce integration	Bringing all the info together stops agents from playing hide and seek with data.

The best part? These features can make handling SMS support as breezy as a winter's day. Every tool should feel like the hot chocolate to our snowball fight of customer service—comforting and effective!

When we look at the options available, it’s crucial to align our choice with our customer service philosophy. A good all-in-one platform makes it easy to manage inquiries across channels, letting us keep a consistent brand voice, like a well-rehearsed choir. So, the next time we’re in the thick of selecting tools, let’s remember these features to ensure we’re not just keeping up, but actually dazzle our customers with service that feels personal and immediate. Whether we're solving a refund nightmare or simply answering a question, let’s use the tools that turn each interaction into a win-win!

Now we are going to talk about how SMS marketing tools can boost customer experiences in a fun and engaging manner. Let’s face it: everyone loves a good text, especially when it's from a brand you actually care about. Remember that time you got a surprise discount just when you were about to check out? Pure bliss, right? It’s like winning a mini-lottery just for being on the list!

SMS Marketing Tools to Enhance Customer Engagement

Sure, we’ve all seen those wild read rates—97%—which makes SMS the James Bond of marketing channels: smooth and highly effective! But here’s where the rubber meets the road: choosing the right SMS marketing tool can be a bit like finding the perfect avocado—sometimes you just have to squeeze a few.

Let’s explore four fantastic SMS tools that can work hand in hand with your customer service platform to keep your customers texting you back rather than running for the hills.

• Klaviyo is a rockstar in the marketing automation arena. It automatically creates support tickets in your helpdesk when customers hit reply. Talk about a win-win! It’s like when you find a dollar bill in your coat pocket—you totally forgot it was there, but wow, what a nice surprise!
• Attentive sends texts that feel more like a warm hug. It gathers real-time customer behavior and links with your helpdesk, ensuring no text goes unanswered. Imagine getting a ticket created just because someone asked, “Where’s my order?” It’s like having a skilled bouncer for your customer queries!
• Postscript shines when it comes to driving revenue. Every time a customer replies, it creates a ticket in your system, so no questions are left on the table. It's like a lifeline thrown to a swimmer struggling to stay afloat while trying to order the latest gadget.
• SMSBump, run by Yotpo, is the heavyweight champion of SMS campaigns, boasting conversion rates of 45%! If a customer replies, it’ll generate tickets too. We’re not saying it’s magic, but sometimes it feels like putting on a pair of lucky socks before a big game!

Connecting SMS Tools with Customer Support for Better Experiences

Pairing your SMS marketing with a solid helpdesk is like peanut butter and jelly—it just makes sense! This means when a customer responds to a marketing message, it’s managed right there in your helpdesk system. Your agents see the original message, and they can solve follow-up issues faster than you can say “business casual.”

Think about it: if someone is waiting on customer support for an overdue order, wouldn’t it be a bit awkward to bombard them with marketing messages? Integrating your SMS tool means you can hit pause on promotions while customers are waiting. It’s good manners in the digital realm, and who doesn’t appreciate that warm touch?

Now we are going to talk about how personal communication can transform customer interactions. You know, those moments when a customer reaches out, and you want to ensure they're treated like royalty? It’s all about connection!

Connect with Customers Instantly

Imagine this: you’re juggling a million tasks, and suddenly your phone buzzes. It's a message from a customer who needs help. If you could respond in the blink of an eye, wouldn't that be a breath of fresh air? We live in a time when customer service can happen on platforms that feel as familiar as texting your best friend. It’s about being there in the moment. SMS is like that old buddy who always shows up when you need him, right there in your pocket.

It’s not just about answering questions; it’s about giving the customer the kind of experience that makes them want to come back. Remember the time when you ordered something online and hoped against hope that it would arrive on time? A quick text can ease those jitters.

These handy tools and scripts we’ll discuss can help us roll out a smooth SMS support system. Think of them as your trusty sidekicks. And of course, at the heart of our service is a platform that keeps everything running like a well-oiled machine—essential when we think about future growth.

For inspiration, let’s take a cue from Berkey Filters, an online store that introduced SMS in a way that customers embraced like a favorite blanket. They serve as a great example of how effective this approach can be.

But wait, Gorgias has our backs! It’s like having a Swiss Army knife for customer support. Their live chat tools, combined with over 150 integrations, mean we can reach customers while they’re lounging on the couch, probably binging a show. Talk about multitasking!

If you're as curious as a cat, check out how Gorgias enhances customer support through SMS. If that's not your cup of tea, there are still more twists to explore. Here are a few popular integrations to consider:

• Instagram Messages
• Facebook Messenger
• WhatsApp Messaging

With these tools at our disposal, we can bring a little magic into our customer service strategy. After all, who doesn’t love a little sprinkle of enchantment in their day-to-day operations? Let’s keep the conversations flowing and our customers happy!

Conclusion

As we’ve explored the ins and outs of SMS in customer service, the verdict is in: it’s not just about sending messages; it’s about building connections. Remember that time your fridge went on strike in the middle of a heatwave? Yeah, texting the repair guy for a speedy fix really saves the day! Embracing SMS can streamline support, enhance engagement, and leave your customers grinning like they just found a forgotten ten-dollar bill in their pocket. You don’t want to miss out on this conversation, so let’s keep the chat going. Your customers are texting—are you ready to join in?

FAQ

• What is SMS customer service?
  SMS customer service is a communication method that allows customers to reach out to businesses via text messages, providing immediate responses and convenience compared to traditional calling methods.
• Why is SMS becoming a popular customer service tool?
  SMS is gaining popularity due to its immediate response capabilities, convenience, accessibility, and the increasing use of mobile phones among consumers.
• How can restaurants utilize SMS customer service?
  Restaurants can use SMS to send text alerts for reservation confirmations, helping to avoid any last-minute mishaps on special occasions.
• What benefits do companies see from using SMS for customer service?
  Companies report higher customer satisfaction, as 98% of SMS messages are read within minutes, which contrasts sharply with the open rates of emails.
• What are some tips for improving customer service with SMS?
  Tips include directing interactions to messaging first, announcing messaging availability, utilizing autoresponders, prioritizing ticket categories, and using macro templates for speed.
• How can businesses enhance the personalization of their SMS responses?
  Businesses can use friendly templates that incorporate customer names, personal touches, and relevant details to make interactions feel more personal and engaging.
• What features should businesses look for in SMS texting tools?
  Essential features include conversation history, custom macros, image and video support, routing capabilities, and ecommerce integration to manage texts efficiently.
• How can SMS marketing contribute to customer engagement?
  SMS marketing engages customers through immediate notifications, exclusive deals, appointment reminders, and feedback surveys, resulting in enhanced customer satisfaction.
• What demographic is most receptive to SMS communication?
  Millennials and Gen Z are particularly receptive to SMS communication as they prefer quick responses and efficient customer service.
• What is an example of how a company successfully uses SMS support?
  Berkey Filters is an example of a business that embraced SMS support to enhance customer experience, allowing for easy communication that feels personal and immediate.