How are Conversational Experiences Transforming the CX Landscape?

From embracing omnichannel approaches to refining customer journeys, conversational AI is transforming the landscape of CX. According to Infobip, 90% of support messages are sent over the chat app.

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  • From a surge in voice and video applications to a notable rise in WhatsApp usage, the MENA region has proactively embraced innovative communication technologies to enhance customer-brand dynamics. The utilisation of GenAI-powered conversational AI messaging channels has been rapidly elevating customer loyalty. A survey by Infobip revealed that over 473 billion digital interactions in 2023 reshaped the CX landscape in the META region, propelling conversational messaging channels to the forefront. Here are a few key takeaways from the survey. 

    How are brands transforming customer journeys with conversational AI? 

    With the widespread adoption of interactive AI and the integration of various chatbots and AI algorithms for elevated customer engagement and marketing automation processes down the line. 

    Emphasising the ever-growing adoption of GenAI-powered capabilities into marketing processes, Ivan Ostojić, Chief Business Officer at Infobip, said, “Our data shows how conversational experiences are rapidly spreading across the Middle East and the world as businesses roll out marketing, sales, and support use cases. Where 2022 revealed a spike in omnichannel adoption when brands recognised the importance of connecting with their customers on their preferred channel, 2023 shows how brands are perfecting the end-to-end customer journey. Customers can now seamlessly progress through a journey within a single conversational thread on a chat app.”

    “With the emergence of interactive AI, we expect brands to incorporate a federation of different chatbots and AI algorithms working together to trigger actions at the ideal points during the customer journey. In the next year, we foresee the widespread adoption in customer service, marketing and sale automation, and for operational use cases like scheduling deliveries and managing payments.”

    Also Read: The Art And Science Behind Conversational AI

    Marketers to ride the wave with Conversational Support 

    As businesses aim to enhance customer experiences, conversational support is becoming increasingly popular. While WhatsApp dominates with 90% of support messages, there’s a rising interest in the usage of diversifying channels, such as Messenger, Viber, and Line usage according to Infobip. 

    Enlisted below is an overview of how conversational AI is transforming the marketing landscape: 

    A Significant Rise in Conversational Marketing

    The prevalence of conversational marketing is rising as brands aim to connect with customers on their preferred channels. In 2023, mobile app messaging for marketing saw a notable 29% uptick. WhatsApp continues to lead, with new features facilitating streamlined purchase experiences. Infobip has also noted substantial growth in messaging platforms like Telegram, Line, Viber, and Messenger, reflecting the expanding messaging landscape. Furthermore, RCS Business Messaging is emerging as a promising avenue for conversational marketing.

    The transforming role of SMS

    Moving ahead, Infobip’s data from 2023 unveiled that SMS remains an essential channel for business communication, but usage is changing where SMS is now being used alongside chat apps. Across all industries, brands most commonly use SMS with WhatsApp, with 25% of enterprises choosing this combination. Additionally, where businesses and brands use two channels, SMS is one of the two options in 63% of cases.

    Wrapping it up,

    Innovative communication technologies, especially GenAI-powered conversational AI channels, continue to enhance customer-brand dynamics and loyalty. Brands are transforming customer journeys by adopting interactive AI and diversifying channels for marketing, sales, and support. All thanks to the rise of conversational marketing and evolving SMS usage that is changing the marketing landscape.


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