Trend 2
A more conversational world
As customers adopt new behaviors, the soaring popularity of messaging apps opens the door for more streamlined, conversational experiences.
Section 1
Changes to customer behavior are likely permanent
As the world changed around them, customers changed right with it. Nearly a third of customers started buying from new companies during the pandemic, and 64% reported using new channels. Millennials and GenZers flocked to messaging channels. And most don’t plan on looking back.
Customers picked up new habits during the pandemic, and the vast majority plan to keep them
31% of customers bought from a new company in 2020 and 84% plan to keep buying from them
64% of customers used a new support channel in 2020 and 73% plan to keep using it
Messaging sees a surge in first-time users
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Section 2
Messaging gets a pandemic boost
Messaging apps were already hugely popular, particularly in Latin America and Asia, but usage has surged to an estimated 2.77 billion monthly users around the globe. More customers say they prefer to message a company through its own website or app, but social messaging apps are also a popular choice. Support requests over apps like WhatsApp and Facebook Messenger spiked significantly during the pandemic.
Support requests surge over messaging apps
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More customers prefer to use embedded messaging to communicate with businesses
45% over embedded messaging
31% over social messaging apps
20% over text/SMS
Section 3
Messaging becomes a gateway to more conversational CX
Messaging’s popularity has grown faster than any other channel and it’s rapidly transforming how customers interact with brands. Convenient, conversational, and personal, messaging promotes an ongoing dialogue between customer and company. With messaging, customers can easily get their issues resolved on a channel they use with family and friends and while they’re doing other things, like walking the dog or working from home.
Recent releases from tech giants like Apple, Google, and Facebook mean that customers now have more opportunities to easily connect with their favorite brands. However, businesses will need to adapt their tools and processes to make sure they're not just ready to engage in these new spaces, but are providing unified, conversational experiences across all channels.
Messaging has seen the biggest jump in popularity over the last year
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Conversational business gets a big boost from Big Tech
June
Google launches Business Messages, embedding conversational experiences into maps and search results
July
Apple makes Business Chat widely available, connecting global brands and customers through iMessage
October
After years of regulatory delays, WhatsApp rolls out in-chat payments in India and reaches a global milestone of 100 billion daily messages
October
Facebook advances its private messaging vision, allowing Messenger and Instagram users to chat across platforms — and opening Instagram’s API to businesses
Timeline
Section 4
Companies are meeting customers where they are
For companies, staying connected to customers means seeking out new ways to engage. Of the 40 percent of companies that added a new channel this year, 53 percent turned to messaging, including apps like WhatsApp, SMS/texting, and messaging embedded in a company’s own website.
According to our data, companies that boast the fastest resolution times and highest satisfaction scores are more likely to be messaging with their customers. Direct-to-consumer sectors like e-commerce and gaming are leading in this effort, and are scaling messaging channels faster than everyone else.
Companies adding new channels embrace messaging
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High performers are more likely to adopt messaging channels
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“In 2020 we saw a progression in customer journeys away from pure customer care towards higher ROI scenarios like lead gen, sales and marketing. In 2021 we expect to see that evolution continue, with businesses triggering conversational experiences from advertising and consumers completing purchase journeys inside of asynchronous messaging.”
Rob Lawson
Partnerships at Google