New Vonage Research Reveals Consumers Want Digital Interactions with Brands to Feel More Like Personal Conversations

New Vonage Research Reveals Consumers Want Digital Interactions with Brands to Feel More Like Personal Conversations

LONDON–()–Vonage, a worldwide chief in cloud communications serving to firms speed up their digital transformation, unveiled new analysis that reveals firms have know-how gaps that stop them from making significant connections with their clients. After two years of uninterrupted enterprise digital transformation, solely 45% of shoppers are “very happy” 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 almost 5,000 shoppers from 11 nations, explores preferences for utilizing know-how to attach with their favourite manufacturers.

Client expectations and satisfaction

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

Whereas many shoppers use messaging apps comparable to WhatsApp and Fb Messenger (57%) each day and make calls by messaging apps (48%) with family and friends, the examine discovered that telephone calls (37%) are typically shoppers. essentially the most used technique to speak with companies, adopted by electronic mail (30%) and messaging apps (30%).

This disparity means that firms usually are not offering shoppers with the identical acquainted expertise they’re accustomed to of their private lives on the subject of communications know-how. To do that, firms should advance omnichannel buyer engagement (voice calls, video, chat, messaging apps, and so forth.) and embrace rising applied sciences comparable to AI, to remove widespread buyer frustrations and technological gaps.

“The ubiquity of cellphones offers companies the sort of automobile that enables them to talk and work together immediately with their clients, at their fingertips. But this examine reveals that many firms are nonetheless not utilizing the communication channels made obtainable by immediately’s know-how to their full potential and are lacking out on alternatives to construct significant connections with clients and drive progress. buyer engagement,” stated Pleasure Corso, director of selling for Vonage. “That is the place AI instruments might help and floor as an underutilized know-how.”

AI instruments like digital assistants, for instance, can reply to widespread requests and remove lengthy wait occasions for patrons. Digital assistants may present preliminary triage to route clients to the best particular person, which is helpful throughout busy or seasonal occasions.

One other instrument is conversational commerce, which makes use of AI to have interaction clients 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 try to enhance and simplify the shopper journey, AI-based applied sciences comparable to digital assistants, programmable voice, chatbots and conversational commerce empowers clients to take management of their most well-liked communication channels,” stated Dan Miller, Principal Analyst and Founder, Opus Analysis. “With this yr’s version of the World 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 info reveals a number of main buyer frustrations in making significant and efficient connections with manufacturers, together with:

  • lengthy wait occasions to talk to a customer support agent (63%)

  • having to name buyer assist a number of occasions (63%)

  • repeating their drawback (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 shoppers, and companies want to deal with them earlier than they negatively influence buyer base and loyalty. Manufacturers might want to act quick, as almost half of respondents stated they’re more likely to depart 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 essentially the most most well-liked procuring channel (45%), adopted by e-commerce (39%), telephone calls (38%) and e-mail. -emails (36%). Whereas telephone calls and emails are extensively most well-liked channels in any respect phases of the acquisition course of, web site chat is primarily most well-liked for asking questions whereas procuring and getting points answered whereas procuring. of a purchase order. This isn’t stunning, as immediately’s shoppers want and demand real-time, contextual and seamless assist at each step of their buyer journey. This represents one other space of ​​alternative for companies to ship distinctive buyer experiences.

Key client engagement insights by area

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

  • Latin America has the best each day use of many forms of communication when interacting with family and friends by messaging apps (83%), telephone name apps (77%), and social media feedback (64%), versus use when interacting with companies on messaging apps (50%), telephone name apps (49%) and social media feedback social (46%).

  • North America leads in each day use of non-public texting (67%) however reveals a marked decline when utilizing the identical mode of communication with companies (33%).

  • The UK lags behind different areas in each day communication by cell phone (46%) and electronic mail (37%) when speaking with family and friends, however these numbers are falling even additional when connecting with companies through cell phone (24%) and electronic mail. (20%).

  • Though there’s nice range in Asia-Pacific in day-to-day communications, the general information is according to different components of the world. For instance, private use of apps for messaging (48%) and telephone calls (47%) is considerably greater than app connections for messaging (31%) and telephone calls (32%) with manufacturers. .

Corso added: “The pandemic has made the decision for digital transformation stronger than ever. Whether or not it is messaging, chat, video, or AI-powered conversational commerce, shoppers count on to attach with manufacturers the identical method they join of their private lives, it doesn’t matter what. no matter channel they’re on and the place they really feel most snug. There’s a large alternative for enterprise right here. Fairly merely, companies ought to talk extra like household and mates. It is the expertise that may drive buyer engagement and hold clients coming again.

Lily the total Vonage 2022 World Buyer Engagement Report for extra data and to take a interactive quiz on the primary frustrations associated to the shopper expertise.

About Vonage

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

Vonage is headquartered in New Jersey, with workplaces in the USA, Europe, Israel and Asia and is an entirely owned subsidiary of Ericsson. To comply with 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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