Here we share insight into the latest customer communication trends based on the interactions that took place on our platform last year – and what this means for your communication strategy moving forward.
Digital channels are the backbone of B2C communication
The number of business-to-consumer interactions that took place on our platform increased by 58% in 2021 compared to 2020.
Given that our platform is primarily used for communicating with customers via digital channels such as chat and mobile apps, it’s safe to say these channels have become an integral part of our clients’ communication strategies.
Customers want to chat with you. They want to get the right answers at the right time, without waiting on hold or being transferred multiple times. And businesses that use digital channels and solutions that enable customers to serve themselves in a familiar, trusted, and secure way are already ahead of the curve.
Conversational channels continue to see high growth
Although adding digital channels to your customer communications overseas chinese In australia data mix might seem like a good band-aid solution to your engagement challenges – it won’t be enough. Businesses need to ensure they add the right channels that will enable them to deliver conversational customer experiences. The right channels, in this case, would be the ones your customers enjoy using and that help them at each stage of the customer journey.
Chat apps, voice, and SMS were the top channels used for business-to-consumer communication across regions in 2021.
The world’s number one chat app, WhatsApp, was used on our platform 171% more in 2021 than in 2020 – followed by Viber for which interactions increased by 74%. This tells us that customers want to chat with their favorite brands on the channels they’re familiar with. Instant, rich messaging paves the way for future B2C communication strategies.
This is further confirmed by the 4240% increase in RCS interactions – reflecting the important role rich capabilities and conversational experiences play in engagement growth.
On the other hand, the 148% increase in email interactions on our platform tells us that traditional channels still win over parts of the customer journey – so ensuring you have an omnichannel approach is a good starting point.