Voice, video services up as firms tap conversational messaging
The increasing desire by consumers for meaningful connections with the brands has seen conversational messaging channels experiencing explosive growth. Conversational messaging refers to the use of platforms, such as SMS, social media messaging apps, or chatbots, to engage in real-time conversations with users.
It allows for interactive communication between individuals or between businesses and customers more conversationally and informally than traditional methods like email or phone calls. Alama Numic (pictured), the VP General Manager Europe, the Middle East and Africa (EMEA) at Infobip said conversational messaging can include text, images, videos, and even automated responses to simulate human-like interactions.
“It’s often used for customer support, marketing, sales, and general communication purposes,” she adds.
Whether customers interact with a live agent, a chatbot, or a combination of both, there is need to say the spirit of conversational support offers a seamless, efficient, and positive experience.
Single currency
A study conducted by Infobip, a global cloud communications platform, highlights the significant impact of conversational customer experiences and advancements in Artificial Intelligence (AI) on interactions between people and businesses.
“The integration of AI into customer service operations has revolutionised businesses interactions with their customers. While generative AI initially automated routine tasks and generated content for messages and emails, the focus has shifted towards interactive AI,” notes Numic
After analyzing over 473 billion digital communications interactions on Infobip’s platform last year, the study revealed a staggering 450 per cent surge in the use of voice and video services in Kenya, accompanied by a notable 17 per cent increase in interaction volume.
Recent data from the Tanzania Communication Regulatory Authority (TCRA) indicates that WhatsApp ranked third in terms of bandwidth usage among social media platforms, trailing behind YouTube, Facebook, and TikTok. WhatsApp messages surged by 421 per cent in Asia Pacific in 2023, while mobile app messaging increased by 146 per cent in the Middle East and North Africa, and by 18 times in North America.
This trend is mirrored across Africa, with industries like real estate, finance, technology, as well as energy and utilities, witnessing substantial growth in conversational messaging.
These findings underscore the rapid global expansion of conversational experiences as businesses refine their marketing, sales, and support strategies. While 2022 marked a surge in omnichannel adoption, 2023 saw a refinement in the end-to-end customer journey, with customers seamlessly navigating through their journey within a single conversational thread on chat apps.
“Customer experience is undergoing a profound transformation driven by technological advancements and evolving consumer expectations. Businesses across industries are left with no other option but to explore innovative strategies to engage customers more effectively throughout their journey,” says Numić.
WhatsApp remains the dominant channel for conversational support, with businesses sending 90 per cent of support messages via the platform. However, brands are diversifying their channel mix, tapping into chat apps tailored to specific regions.
For instance, Infobip recorded significant increases of 541 per cent, 146 per cent, and 284 per cent in Messenger, Viber, and Line, respectively. Brands are harnessing conversational AI to deliver personalized customer service and support.
Super apps like WhatsApp and WeChat have emerged as multifunctional platforms with billions of users worldwide, presenting brands with opportunities to seamlessly integrate their products and services, offering a comprehensive solution for consumers.
As these super apps evolve, brands leverage them to enhance customer engagement and streamline the purchasing process, creating a more cohesive and immersive experience for users.
WhatsApp ranks among the top social media platforms in East Africa, with significant usage rates in Kenya, Tanzania, and Uganda.
Recent data from regulatory authorities reveals the platform’s surging popularity, with substantial increases in message volume across regions like Asia Pacific, the Middle East and North Africa, and North America in 2023.
