Clickatell has published recent research on customer service trends and preferences in retail and travel industries, underlining personalization as one of the critical elements of lasting and strong customer relationships.
According to research, mobile messaging will become an ideal place for these comprehensive commerce experiences in the next year while also helping boost revenue. This trend and four others would become top priorities in 2023 to improve consumer experience and build loyalty.
1. Chat commerce will take over digital commerce
"The next wave of digital commerce will strongly emerge in 2023," said Pieter de Villiers, CEO, and Co-Founder at Clickatell.
Even though digital shopping via the web or mobile devices is widely adopted by consumers, they will seek more convenience in the following year, and that is where Chat Commerce takes over. More consumers will engage with their favorite brands via their daily messaging apps such as SMS, Apple Messages and WhatsApp. Mobile messaging apps' commerce experience will become more functional and a possible threat to other mobile applications.
2. Consumers tend to choose convenience
"Brands add a layer of convenience by offering a real-time mobile option for consumers to receive order updates, new offers, and the ability to simply shop and transact through the messaging channels they already use daily, rather than shopping at a separate digital destination such as a website or mobile app," said Jennifer Shambroom, CMO at Clickatell.
Clickatell's Chat Commerce Trends Report: Retail Edition shows that 51% of consumers want access to special offers through mobile messaging apps. In comparison, 46% of consumers want to receive personalized promotions for things like last-minute deals.
3. Customer service exclusively online is a wise next step
Increasing costs and labor shortages forced brands to look for ways of boosting revenue and streamlining the process, and using mobile messaging with chatbots is a significant step in that direction. Millennials and Gen Z will likely choose messages as a preferred communication channel. Clickatell's Chat Commerce Trends Report: CX Edition revealed that 99% of customer service executives saw the benefits of leveraging chatbots, as they may improve customer satisfaction and boost revenue and growth for their business.
"With rising expectations of customer service departments to generate sales revenue, mobile messaging provides a seamless and secure venue for transactions that allows representatives to support customers along their entire path to purchase while also encouraging the opportunity for increased sales," said De Villiers.
4. Consumers go for mobile messaging to make payments
Shopping within mobile messaging apps accounts for 71% of retail traffic and generates 61% of online shopping orders, showing the growing trend of mobile messaging commerce. In 2023, brands will need to focus on mobile messaging channels, as consumers want a convenient shopping experience as if they were chatting with a friend.
"Consumers want to use mobile messaging with a retail company if it is as convenient as chatting with a friend," said De Villiers.
5. Mobile messaging apps are the next big thing
"Consumers live on their mobile phones, especially in mobile messaging apps, " said Jennifer Shambroom, CMO at Clickatell.
As consumer behavior continues to lean toward engaging with brands within messaging apps, they will become the next big thing in 2023 and beyond. This type of communication will provide consumers with a full range of experiences, such as receiving special offers, making immediate purchases, and contacting customer service, thus providing them with a satisfying, personalized experience throughout the entire customer journey.Clickatell has recently updated its Chat Commerce Platform for travel brands to enable them to provide exceptional customer service on messaging channels throughout the entire travelers' journeys.