A recent study by global cloud communications platform, Infobip, has revealed the profound impact of conversational customer experiences and generative AI (GenAI) developments on the way businesses and consumers interact. To identify the latest trends, Infobip conducted a comprehensive analysis of over 473 billion digital interactions that took place on its platform in 2023.
The research demonstrates a rapid rise in the use of conversational messaging channels, reflecting consumers’ desire for a deeper connection with brands. In 2023, Infobip recorded a substantial increase in conversational experiences across all stages of the customer journey, including marketing, commerce, and support: a 137 percent increase in mobile app messages, a 73 percent rise in social media messages, and a 63 percent increase in chat app messages.
WhatsApp remains the dominant channel for conversational support (90 percent of support messages). However, brands are diversifying their support channels with regional preferences. Messenger, Viber, and Line have seen increases of 541 percent, 146 percent, and 284 percent, respectively. In the Philippines, Viber is significant, showing a 34 percent increase in interactions. SMS (37 percent) and email (32 percent) are still popular support channels in the country.
Infobip’s research indicates the widespread use of conversational AI by brands to personalize customer service and support. Examples cited include Megi Health Platform implementing a virtual assistant on WhatsApp for enhanced patient experience, and insurance firm LAQO utilizing Azure OpenAI for fast, personalized service around the clock.
In 2023, there was a 29 percent increase in mobile app messaging for marketing purposes. New features enabling customers to complete purchases within a WhatsApp chat window are driving WhatsApp’s continued dominance in conversational marketing.
Significant increases are also observed on other messaging apps like Telegram, Line, Viber, and Messenger. Notably, in 2023, WhatsApp messages surged by 421 percent in Asia Pacific, while mobile app messaging increased by 146 percent in the Middle East and North Africa, and by 18 times in North America. RCS Business Messaging is an emerging player in conversational marketing.
“Our data shows how conversational experiences are rapidly spreading across the globe as businesses roll out marketing, sales, and support use cases… In the next year, we foresee the widespread adoption in customer service, marketing and sale automation, and for operational use cases like scheduling deliveries and managing payments,” said Ivan Ostojić, Chief Business Officer at Infobip.
Infobip’s 2023 data indicates SMS remains an important communication channel, but its use is evolving. SMS is now often paired with chat apps, the most common pairing being SMS with WhatsApp (25 percent of businesses). Furthermore, SMS is included in 63 percent of two-channel strategies used by businesses.
