Businesses receive and interpret customer feedback via messaging apps
Implications - Brands are leveraging various messaging apps, or creating their own, that allow for direct consumer feedback transactions so they can gain a better fundamental understanding of how consumers interact with their offerings – and improve their products, services and internal processes as a result. This shift has the added benefit of working against publicized negative feedback, which has become more common in the social media age – allowing businesses to maintain those open platforms while diverting at least some negativity to internal communications.
Workshop Question - How can your brand benefit from opening direct-to-consumer channels of communication?
Trend Themes
1. Direct Messaging Feedback - Brands use messaging apps for direct consumer feedback transactions, offering transparency and opportunities for improving offerings.
2. Unified Communication Platforms - Unified messaging software platforms connect different teams and departments, streamlining communication, collaboration and lead generation.
3. Chatbots - Businesses create with chatbots in messaging apps including Facebook Messenger, delivering prompt and automated customer service.
Industry Implications
1. Customer Service - Businesses can improve reputation and customer loyalty with fast, responsive and transparent customer service through direct messaging apps, unified platforms, and chatbots.
2. Marketing - Brands can capitalize on messaging apps and chatbots to create conversational marketing experiences that drive sales, engagement and brand recognition.
3. Product Development - Messaging apps and unified communication software provide valuable feedback and opportunities to improve and develop products based on customer insights and demand.
