Recent findings from Infobip, a cloud communications platform, show that conversational support emerges as a key driver in fostering effective, efficient, and positive customer interactions whether facilitated by human agents, chatbots, or a hybrid approach.
The Infobip report explored the influence of conversational customer experiences on the dynamics of brand-consumer interactions worldwide. The study, based on an analysis of over 473 billion digital exchanges on Infobip’s platform in 2023, shows significant trends shaping global business messaging.
In response to consumer demands for deeper brand connections, conversational messaging channels have witnessed significant growth. Infobip’s data show a 137% surge in mobile app messages, a 73% uptick in social media messages, and a 63% increase in chat app messages throughout 2023. This proliferation of conversational experiences spans various touchpoints along the customer journey, including marketing, commerce, and support functions.
“Our data show how conversational experiences are rapidly spreading across the globe as businesses roll out marketing, sales, and support use cases,” Ivan Ostojić, chief business officer at Infobip, said in a media release. “Where 2022 revealed a spike in omnichannel adoption when brands recognized the importance of connecting with their customers on their preferred channel, 2023 shows how brands are perfecting the end-to-end customer journey.”
Infobip noted that while WhatsApp remains a dominant platform for conversational support globally, businesses are diversifying their channel strategies, leveraging alternative chat apps tailored to specific regions.
Regional preferences further characterize the adoption of conversational channels, with distinctive growth patterns observed across Africa, Asia Pacific (APAC), Europe, Latin America, Middle East North Africa, and North America. While SMS remains integral to business communication, its synergy with emerging chat apps underscores evolving engagement paradigms.
APAC shows strong growth in mobile app messaging, with WhatsApp increasing by four times.
Marketing strategies
Infobip observes growth rates of 541% (Messenger), 146% (Viber), and 284% (Line). In the Philippines, Viber emerges as a prominent regional player, boasting a 34% surge in app interactions, alongside sustained utilization of traditional channels like SMS (37%) and email (32%).
Conversational marketing strategies are also on the rise, with a 29% increase in mobile app messaging observed in 2023. WhatsApp retains its position as a preferred platform for conversational marketing, fueled by new features facilitating seamless purchase journeys within chat windows. Other surges in messaging volumes are observed across diverse platforms, including Telegram, Line, Viber, and Messenger, with exponential growth recorded in regions like APAC and the Middle East North Africa.