How social messaging apps are changing customer service – 11 essential statistics

16 January 2017 by Anita Matthews

Statistics on Social Messaging Apps for Customer Service

The world of customer service is constantly evolving.  Social messaging apps are now pushing the customer service boundary. The popularity of social messaging apps continues to grow and digital customers are now turning to them as an instantaneous support channel, alongside social media. They provide a continuous thread between brand and customer and are becoming increasingly important for delivering a best-in-class customer experience. Social messaging apps provide an instant way to connect with companies online, functioning as an always-on channel, but one that customers control and can dip in and out of. However not all brands are set up to manage this yet.

Here’s a few statistics to show why you should consider getting your business on board with social messaging and a few ways customers are already using social messaging apps.  

A growing digital channel

  1. Activate predicts that within a couple of years 3.6 billion people will have a messaging app installed
  2. According to Gartner, “by 2019, requests for customer support through consumer mobile messaging apps will exceed requests for customer support through traditional social media.
  3. Six of the top 10 global apps are messaging apps, used by 1.4 billion people worldwide and growing by 12% annually (Harvard Business Review)
  4. Mobile apps are a top three choice for customer service for under 55s (Dimension Data)

Impact on the contact centre

  1. 65% of customers now talk to businesses via chat apps, however 35% of apps users are not being engaged by brands (Mobile Ecosystem Forum and Mblox)
  2. 38% of users would rather use messaging apps to interact with brands than traditional voice calls (Aspect)
  3. Analysys Mason research found a single query handled by call agents takes around 4 minutes to resolve, one customer at a time. Agents using chat technology can handle six interactions at a time in around 8 minutes
  4. Recent data from Aspect showed that just 45% of contact centres offer messaging so far

The potential opportunity

  1. A Facebook Messaging Study, which surveyed 12,500 adults about how they used apps over a single month, found that asking questions or seeking information was the biggest use case at 39%. This was followed by making appointments at 34%.  Making purchases or placing orders, and enquiries about stores and stock, both came in at 33%. 30% gave feedback or shared products or photos
  2. 16% of retail and e-Commerce customers use messaging apps (Mobile Ecosystem Forum and Mblox)
  3. 33% of consumers use messaging apps to enquire about store hours, location or stock (Facebook IQ / Nielsen)

What about chat bots?

Recent research by myclever found that 46% of respondents thought chat bots would be a quick solution and unlock the immediacy and convenience of online services

75% of app users want the ability to talk to a live person when needed (Aspect)

It’s early days but there is potential for bot technology to enhance the customer experience when blended with agent-assisted interactions.

For more tips how to integrate social messaging apps and conversational commerce, try our blog article: Messaging apps – don’t hang up on your customers.

Tags: statistics, messaging app, chat bot, chat apps, e-Commerce, social messaging

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