Forrester Findings: Chatting It Up Can Do Wonders for Your Bottom Line

It's Time to Add Conversations to Your Digital Experience

Forrester has been tracking trends in the rapidly-growing conversational commerce space. The findings? Consumers are comfy making purchases over text and messaging — and they expect brands to make the process seamless. For brands, conversational channels are where they can chat it up and capture the sale.

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The Value of a Good Chat

Successful brands know to dedicate resources to conversational channels. It’s the intersection of ecommerce and social that engages, nurtures, and ultimately helps sell.

Why Don’t All Brands Use a Messaging Strategy to Capture the Conversation (and Opportunity)?

Read the reasons

Given the alternatives — long hold times, complicated phone trees, poor call quality — it’s no wonder consumers love chat. And businesses can manage chats with staff and bots.

Humans and Bots Coexist to Deliver a Better Experience Through Messaging

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Companies have built text-based conversational interfaces to benefit customers and staff.

What Benefits Do Companies Enjoy With Conversational Commerce?

Increase revenue

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A solid 50% of U.S. online adults use chat for commerce. As you might expect, those aged 25 to 34 do so more heavily. But those savvy seniors may surprise you.

Not Just for the Younger Crowd

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62%

Aged 25 to 34 use chat for commerce

14%

Illustrated hand holding a smart phone. Speech bubble extended from the screen shows a racing shopping cart full of purchases.

With all those customers staring at their screens, you’d think businesses would rush to integrate a conversational commerce channel. But some brands have not … and the reasons may surprise you.

Do not deem it a priority

33%

Do not have a use case

33%

Do not have the budget

25%

Do not have the staff

20%

Do not have technology ready to support it (e.g., back-end systems are too slow)

20%

79%

of chats are managed exclusively by humans, with the ability to handle multiple web-chat interactions

of chats are managed by bots only

Despite the rise of automation and virtual assistants, brands still prefer that humans manage the all-important customer chats (but with a little help from bots).