New research finds consumers want digital interactions with brands to feel more like personal conversations

New research finds consumers want digital interactions with brands to feel more like personal conversations

Vonage’s eleventh Annual International Buyer Engagement Report Reveals Know-how Divide Prevents Significant Connections and Jeopardizes Buyer Loyalty

HOLMDEL, NJ, October 27, 2022 /PRNewswire/ — Byage, a world chief in cloud communications serving to firms speed up their digital transformation, unveiled new analysis that exhibits firms have expertise gaps that stop them from making significant connections with their prospects. After two years of uninterrupted enterprise digital transformation, solely 45% of customers are “very glad” with how they join with companies, revealing alternatives to reinforce digital transformation efforts with omnichannel communication channels, synthetic intelligence (AI) primarily based capabilities and Suite.

Vonage’s eleventh Global Customer Engagement Report, primarily based on a survey of practically 5,000 customers from 11 nations, explores preferences for utilizing expertise to attach with their favourite manufacturers.

Shopper expectations and satisfaction

The report discovered that 60% of consumers are “very glad” with communications with family and friends, whereas 45% charge communications from companies/service suppliers as excessive.

Whereas many customers use messaging apps equivalent to WhatsApp and Fb Messenger (57%) every day and make calls via messaging apps (48%) with family and friends, the examine discovered that telephone calls (37%) are typically customers. probably the most used technique to speak with companies, adopted by e-mail (30%) and messaging apps (30%).

This disparity means that firms will not be offering customers with the identical acquainted expertise they’re accustomed to of their private lives in terms of communications expertise. To do that, firms should advance omnichannel buyer engagement (voice calls, video, chat, messaging apps, and so forth.) and embrace rising applied sciences equivalent to AI, to get rid of frequent buyer frustrations and technological gaps.

“The ubiquity of cell phones supplies firms with the form of automobile that permits them to talk and work together straight with their prospects, at their fingertips. But this examine reveals that many firms are nonetheless not utilizing communication channels. communication set ups obtainable via in the present day’s expertise to their full potential and are lacking alternatives to construct actual buyer connections and drive buyer engagement,” stated Pleasure Corso, chief advertising and marketing officer of Vonage. “That is the place AI instruments will help and floor as an underutilized expertise.”

AI instruments like digital assistants, for instance, can reply to frequent requests and get rid of lengthy wait instances for patrons. Digital assistants may present preliminary triage to route prospects to the proper individual, which is helpful throughout busy or seasonal instances.

One other instrument is conversational commerce, which makes use of AI to have interaction prospects within the channel. Companies can use it so as to add insights, automation, and self-service to conversations. For instance, companies can present front-end FAQs, authenticate customers, and authorize funds.

“On this period of digital transformation, as increasingly more firms attempt to enhance and simplify the client journey, AI-based applied sciences equivalent to digital assistants, programmable voice, chatbots and conversational commerce empowers prospects to take management of their most popular communication channels,” stated Dan Miller, Principal Analyst and Founder, Opus Analysis. “With this yr’s version of the International Buyer Engagement Report, Vonage is highlighting the significance of real-time, personalised engagement as the important thing to constructing lasting model loyalty.”

Widespread frustrations and the way in which ahead

The information reveals a number of main buyer frustrations in making significant and efficient connections with manufacturers, together with:

  • lengthy wait instances to talk to a customer support agent (63%)
  • having to name buyer help a number of instances (63%)
  • repeating their downside (61%)
  • cope with automated telephone menus that take too lengthy to navigate (57%)

Whereas these frustrations aren’t new, they’re nonetheless a serious concern for customers, and companies want to deal with them earlier than they negatively affect buyer loyalty. Manufacturers might want to act quick, as practically half of respondents stated they’re prone to go away or swap firms after only one or two irritating experiences. Manufacturers can rapidly treatment a few of these points with the assistance of AI capabilities: automation and personalization utilizing digital assistants, conversational commerce, voice bots, interactive voice response programs (IVRs) or programs. automated enterprise telephones, and extra.

Shopping for Channel Preferences

Surprisingly, globally, respondents indicated that the bodily retailer stays probably the most most popular buying channel (45%), adopted by e-commerce (39%), telephone calls (38%) and e-mail. -emails (36%). Whereas telephone calls and emails are extensively most popular channels in any respect levels of the acquisition course of, web site chat is primarily most popular for asking questions whereas buying and getting points answered whereas buying. of a purchase order. This isn’t shocking, as in the present day’s customers want and demand real-time, contextual and seamless help at each step of their buyer journey. This represents one other space of ​​alternative for companies to ship distinctive buyer experiences.

Key shopper engagement insights by area

Whereas the 2022 report exhibits slight variations in shopper satisfaction and preferences by area, finally there are the identical gaps in private engagement versus model engagement experiences.

  • Latin America has the very best every day use of many varieties of communication when interacting with family and friends via messaging apps (83%), telephone name apps (77%) and social media feedback (64%), in contrast to make use of when interacting with companies by way of messaging apps (50%), telephone name apps (49%) and social media feedback (46%).
  • North America leads in every day private texting utilization (67%), however exhibits a marked decline when utilizing the identical mode of speaking with companies (33%).
  • The UK is behind different areas in every day communications by cell phone (46%) and e-mail (37%) when speaking with family and friends, however these numbers drop even additional when connecting with companies by cell phone (24%) and e-mail (20%).
  • Though there may be nice variety inside Asia Pacific in every day communications, world information is according to different elements of the world. For instance, private use of apps for messaging (48%) and telephone calls (47%) is considerably increased than app connections for messaging (31%) and telephone calls (32%) with manufacturers. .

Corso added, “The pandemic has made the decision for digital transformation louder than ever. Whether or not it is messaging, chat, video or AI-powered conversational commerce, customers count on to attach with manufacturers the identical approach they join of their private lives – by way of no matter channel they’re on and the place they really feel most snug. for companies. Fairly merely, companies ought to talk extra like household and mates. It is the expertise that may drive buyer engagement and preserve prospects coming again.”

Lily the complete Vonage 2022 International Buyer Engagement Report for extra data and to take a interactive quiz on the principle frustrations associated to the client expertise.

About Vonage

Vonage, a world chief in cloud communications, helps firms speed up their digital transformation. Vonage’s communications platform is absolutely programmable and permits the combination of video, voice, chat, messaging, AI and verification into current merchandise, workflows and programs. Vonage’s conversational commerce app permits companies to create AI-powered omnichannel experiences that drive gross sales and enhance buyer satisfaction. Vonage’s absolutely programmable Unified Communications, Contact Middle and Conversational Commerce purposes are constructed on the Vonage Platform and allow companies to remodel the way in which they impart and function from the workplace or remotely, delivering the pliability wanted to create significant commitments.

Vonage is headquartered in New Jerseywith places of work all over the place United States, Europe, Israel and Asia and is an entirely owned subsidiary of Ericsson. To observe Vonage on Twitter, please go to To develop into a fan on Fb, go to To subscribe on YouTube, go to


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