Infobip Research Unveils Shift Towards Conversational Customer Experiences Globally

Apr 03, 2024 Mark

Apr 03, 2024: New findings from Infobip, a leading global cloud communications platform, shed light on the evolving landscape of customer interactions, driven by the proliferation of conversational messaging channels and generative AI technologies. With insights drawn from over 473 billion digital communications interactions in 2023, Infobip’s research underscores the transformative impact of conversational experiences on how businesses engage with consumers worldwide.

Infobip’s latest research delves into the burgeoning realm of conversational customer experiences and the seismic shift they’ve triggered in brand-consumer interactions. Through a comprehensive analysis of more than 473 billion digital communications interactions on its platform in 2023, Infobip has identified key trends reshaping global business messaging dynamics.

Surge in Conversational Messaging Channels:

As consumers increasingly seek meaningful connections with brands, conversational messaging channels have emerged as the cornerstone of engagement. Infobip’s data reveals a remarkable surge in conversational messaging channels, with mobile app messages witnessing a staggering 137% surge compared to 2022, followed by a 73% rise in social media messages and a 63% increase in chat app messages. This surge underscores the growing significance of conversational experiences across various touchpoints in the customer journey, spanning marketing, commerce, and support.

Conversational support has emerged as a linchpin for fostering effective customer engagement, leveraging a blend of human agents and chatbots to deliver seamless, personalized experiences. WhatsApp remains a dominant force in conversational support, with businesses routing 90% of support messages through the platform. However, diversification is on the rise, with notable upticks recorded in Messenger, Viber, and Line. Concurrently, conversational marketing is witnessing a paradigm shift, with brands harnessing the power of two-way communication to meet customers on their preferred channels. WhatsApp continues to reign supreme in conversational marketing, buoyed by new features facilitating end-to-end transactions within chat windows.

Regional Dynamics and Changing Role of SMS:

Regional nuances further underscore the global adoption of conversational experiences, with distinct growth trajectories observed across regions. From Africa to North America, conversational channels are gaining traction, with social media messages, mobile app messaging, and rich messaging experiencing exponential growth. Notably, SMS retains its relevance as a vital communication channel, often complementing chat apps to augment engagement. Across industries, SMS-WhatsApp integration emerges as a preferred combination for brands, reflecting the evolving landscape of omnichannel communication strategies.

Infobip’s research illuminates a transformative shift towards conversational customer experiences, underscoring their pivotal role in reshaping brand-consumer interactions worldwide. With the proliferation of conversational channels and AI-driven innovations, businesses are poised to unlock new realms of engagement and efficiency, paving the way for enhanced customer journeys in the digital era. As brands navigate this dynamic landscape, Infobip remains at the forefront, empowering businesses to leverage the power of conversational messaging to forge deeper connections with their audiences.­

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