本文源引自《Express Computer》2024年4月3日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
New research from global cloud communications platform Infobip reveals how conversational customer experiences and generative AI developments have created a long-lasting impact on how people and brands interact. Infobip analyzed more than 473 billion digital communications interactions on its platform in 2023 between businesses and consumers to identify the latest global business messaging trends.
全球云通信平台 Infobip 的最新研究揭示了对话式客户体验和生成式人工智能的发展如何对人们和品牌的互动产生了持久的影响。 Infobip 分析了 2023 年企业和消费者在其平台上超过 4730 亿次数字通信交互，以确定最新的全球商业消息传递趋势。
As consumers look for a deeper connection with the brands they buy from, the conversational messaging channels are seeing the fastest growth. In 2023, Infobip recorded a 137% increase in mobile app messages compared to 2022, a 73% rise in social media messages, and a 63% increase in chat app messages. Conversational experiences are increasing throughout the customer journey, whether for marketing, commerce, or support.
随着消费者寻求与他们购买的品牌建立更深入的联系，对话式消息传递渠道的增长速度最快。与 2022 年相比，Infobip 记录的 2023 年移动应用消息增加了 137%，社交媒体消息增加了 73%，聊天应用消息增加了 63%。在整个客户旅程中，无论是营销、商务还是支持，对话体验都在不断增加。
Conversational support 对话支持
Whether a person is dealing with a human agent, a chatbot, or a combination of the two, conversational support provides an effective, efficient, and positive experience. WhatsApp remains the primary channel brands use for conversational support, where businesses send 90% of support messages over the chat app. However, brands are beginning to diversify their channel mix, leveraging chat apps in specific regions. For instance, Infobip has recorded increases of 541%, 146%, and 284% in Messenger, Viber, and Line, respectively.
无论一个人是在与人工代理、聊天机器人还是两者的组合打交道，对话支持都能提供有效、高效和积极的体验。 WhatsApp 仍然是品牌用于对话支持的主要渠道，企业 90% 的支持消息都是通过聊天应用程序发送的。然而，品牌开始利用特定地区的聊天应用程序实现渠道组合多元化。例如，Infobip 的 Messenger、Viber 和 Line 的增幅分别为 541%、146% 和 284%。
Brands are now using conversational AI to provide personalised customer service and support. For instance, Megi Health Platform uses a virtual assistant on WhatsApp to help improve the patient experience. Meanwhile, insurance firm LAQO uses our Azure OpenAI partnership to provide a fast, 24/7 and personal service.
品牌现在正在使用对话式人工智能来提供个性化的客户服务和支持。例如，Megi Health Platform 使用 WhatsApp 上的虚拟助手来帮助改善患者体验。与此同时，保险公司 LAQO 使用我们的 Azure OpenAI 合作伙伴关系提供快速、24/7 的个性化服务。
Conversational marketing 对话式营销
The two-way exchange of information is the basis for conversational marketing, and brands are ramping up their efforts to meet customers on the channels they use with their family and friends. Overall, the data shows a 29% increase in mobile app messaging for marketing in 2023 compared to 2022. WhatsApp remains the top digital channel for conversational marketing in absolute numbers, driven by new features that enable customers to start and complete a purchase in a single WhatsApp chat window. Infobip is also seeing significant increases in other messaging apps such as Telegram, Line, Viber, and Messenger. More specifically, WhatsApp messages increased by 421% in Asia Pacific in 2023, while mobile app messaging increased by 146% in the Middle East and North Africa and by 18 times in North America. Meanwhile, RCS Business Messaging is an emerging channel for conversational marketing.
双向信息交换是对话式营销的基础，品牌正在加大力度通过与家人和朋友使用的渠道来满足客户。总体而言，数据显示，与 2022 年相比，2023 年用于营销的移动应用消息传递数量增加了 29%。从绝对数量来看，WhatsApp 仍然是对话式营销的顶级数字渠道，这得益于新功能的推动，这些新功能使客户能够在一次操作中开始并完成购买WhatsApp 聊天窗口。 Infobip 还看到其他消息应用程序（例如 Telegram、Line、Viber 和 Messenger）的显着增长。更具体地说，2023 年，WhatsApp 消息在亚太地区增长了 421%，而移动应用消息在中东和北非增长了 146%，在北美增长了 18 倍。同时，RCS Business Messaging 是对话式营销的新兴渠道。
Ivan Ostojić, Chief Business Officer at Infobip, said: “Our data shows how conversational experiences are rapidly spreading across the globe as businesses roll out marketing, sales, and support use cases. Where 2022 revealed a spike in omnichannel adoption when brands recognized 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 or RCS. 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.”
Infobip 首席商务官 Ivan Ostojić 表示：“我们的数据显示，随着企业推出营销、销售和支持用例，对话体验如何在全球范围内迅速传播。 2022 年，当品牌认识到在其首选渠道上与客户建立联系的重要性时，全渠道采用率出现激增，而 2023 年则展示了品牌如何完善端到端客户旅程。客户现在可以在聊天应用程序或 RCS 上的单个对话线程中无缝地完成旅程。随着交互式人工智能的出现，我们期望品牌能够将不同的聊天机器人和人工智能算法结合起来，共同协作，在客户旅程中的理想点触发操作。明年，我们预计它将在客户服务、营销和销售自动化以及调度交付和管理付款等运营用例中得到广泛采用。”
Regional difference 地区差异
With brands adopting conversational experiences globally, there are some regional differences:
随着品牌在全球范围内采用对话体验，存在一些地区差异：
– Africa: conversational channels gain traction with social media messages increasing nearly 2.5 times
– 非洲：对话渠道受到关注，社交媒体消息增长近 2.5 倍
– Asia Pacific: strong growth in mobile app messaging, with WhatsApp increasing by four times
– 亚太地区：移动应用消息传递强劲增长，WhatsApp 增长了四倍
– Europe: rapid growth for RCS, as interactions increase by 11 times
– 欧洲：RCS 快速增长，交互次数增加 11 倍
– Latin America: strong growth in mobile app messaging, with Viber increasing by more than 2.5 times
– 拉丁美洲：移动应用消息传递强劲增长，Viber 增长超过 2.5 倍
– Middle East North Africa: rapid adoption of conversational channels, as voice and video interactions double
– 中东北非：对话渠道的快速采用，语音和视频交互翻倍
– North America: exponential growth in rich messaging, with RCS interactions increasing by 50 times
– 北美：丰富消息传递呈指数增长，RCS 交互增加 50 倍
The changing role of SMS
短信角色的变化
Infobip’s data from 2023 shows that SMS remains an important 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 businesses choosing this combination. Moreover, where businesses and brands use two channels, SMS is one of the two options in 63% of cases.
Infobip 2023 年的数据显示，短信仍然是业务沟通的重要渠道，但使用方式正在发生变化，短信现在与聊天应用程序一起使用。在所有行业中，品牌最常将短信与 WhatsApp 结合使用，25% 的企业选择这种组合。此外，当企业和品牌使用两种渠道时，短信是 63% 的情况下的两种选择之一。
