New research from global cloud communications platform Infobip reveals that chat apps such as WhatsApp are becoming crucial channels for customer communications, demonstrating the growing importance of conversational experiences.
According to Infobip’s data, there was an increase in WhatsApp and rich communication services (RCS) interactions in the first half of 2022 compared to the same time in 2021 of 80% and 62%, respectively. Several trends in customer communications are revealed by the analysis.
First, customer interactions across all digital channels have increased by 68% in recent years, making them more digital than ever before. Second, 99% of customer service and chatbot interactions now take place on WhatsApp, along with the growth in chat app interactions.
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