Majority of businesses intend to implement conversational customer engagement tech

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 15, 2022, 6:23 AM GMT+0

Businesses are focusing on technologies that allow them to communicate interactively with customers from one digital channel to another while retaining context.

An IDC-Sinch study found the majority (80%) of companies already have or intend to implement conversational customer engagement technologies. Aiming at improving CX, 52% of businesses would use a Communications Platform as a Service (CPaaS) to deliver hyper-personalised contextual experiences to customers.

According to the study, all of the respondents currently leverage digital customer engagement across multiple channels. Similarly, 79% of businesses have currently initiated or plan to implement conversational customer engagement.

Only 22% of companies use more than three channels for conversational engagement. Customer service activities like customer care and satisfaction surveys are the top use cases of conversational consumer engagement technologies, followed by operations activities and transactions tied to financial payments.

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