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Ready for AI and Great CX?
Discover the reasons why customers are unhappy and how AI can transform those age-old frustrations to modern delight.
AI is a great place to start
CHATBOT
VIDEO CHAT
20%
26%
29%
36%
31%
Email
Commenting on social posts
Phone calls via messaging apps
Mobile phone call
Messaging via non-SMS apps
The AI love is just beginning
About the research
Customers are a savvy group. Offer them a communications channel and they’ll use it. But offer a channel with AI smarts — that saves time and removes frustration — and you’ll both reap the rewards.
AI and Great CX
Vonage Global Customer Engagement Report 2024
Customers could be happier and they’ve embraced AI to make their experiences better. Our latest report shares customer frustrations as old as time — with modern solutions full of opportunity. Ready for AI and Great CX?
SMS text message
22%
Chatbot and video chat usage see a boost:
13%
10%
26%
23%
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The findings reported were sourced from October to November 2023 from in-market research panels — across 17 global markets — comprising 7,078 customers, ages 18–74. The survey was conducted in each market's leading language or languages, and the average completion time was 15 minutes. To ensure spreads in age, gender, and household income, quotas were set in each market, with the reported data weighted to represent actual age/gender proportions among the target populations. Panel members who self-identified as being the last among their friends and family to adopt new technology — approximately 5 percent — were omitted. Vonage was not identified as the survey's sponsor.
About the research
Today's usage
Today's usage
Expected
usage in 6-12 months
Expected
usage in 6-12 months
Take The Shortcut
10% today's usage
13% today's usage
13%
10%
Video chat
Chatbot
AI
spotlight:
Phone calls through messaging apps and messaging through non-SMS apps offer a new spin on the old favorites. And speed and availability are CX differentiators — so it’s no surprise that customers will more than double their engagement with AI-enabled chatbots.
Click to learn more
Long wait times to speak to agent
Virtual assistants help with common requests, plus smart IVRs and chatbots manage initial call triage
Contacting customer service multiple times to resolve issue
Virtual assistant delivers enhanced self-service and initiates initial triage and routing
Describing issue to multiple agents, being transferred multiple times
Skills-based routing connects customers with an agent best suited to handle the call
AI adds information, automation, and self-service to conversations, with option for next steps
Sure, customers can reach you. But once they do, the experience isn’t always the best. Check out some of the top-scoring customer frustrations and how AI can help:
AI is a must to fight the frustration
63%
63%
61%
Unable to answer your question, right person isn’t available
60%
Every experience matters. A single poor interaction can mean lost business.
The risks
When consumers have a positive experience with a business, most respond in kind:
The rewards
56%
give positive feedback on a survey
55%
tell friends
and family
52%
become more loyal to the company/provider
36%
purchase additional products
74%
46%
of customers only need one or two bad experiences before they leave
of customers are likely to take their business elsewhere
AI
spotlight:
Speed and availability are CX differentiators — so no surprise that customers will more than double their engagement with
AI-enabled chatbots. And before joining a video call, agents can reference
AI-generated insights to quickly resolve a customer concern.
It’s a win-win: Nearly 80% of global consumers have recently used AI-assisted tools AND over 60% have a positive attitude about using AI to improve CX.
Customers are comfortable with AI
Businesses/service providers
31%
33%
33%
29%
23%
22%
26%
23%
Currently use daily
Will increase use in next 6-12 months
AI-assisted
messaging support
32%
AI-assisted pop-up chat assistants on websites
26%
AI-assisted automated phone support
24%
AI-generated product recommendations on websites
22%
AI channels with a direct CX influence
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Traditional channels with an AI twist
Click the map to see regional channel preferences. Then discover a universal spike in expected usage for phone calls via messaging apps, video chats, and chatbots. That’s AI for the win.
Global
Mobile
phone call
36%
Messaging/
non-SMS apps
31%
Phone call
via apps
29%
Email
29%
Mobile app message/chat
24%
SMS text message
22%
Video chat
13%
Automated
phone support
12%
Chatbot
10%
Survey questions:
What is your overall opinion about companies using more artificial intelligence (AI) tools to improve the customer experience?
Which of the following have you experienced or used in the past few months?
The findings reported were sourced from October to November 2023 from in-market research panels — across 17 global markets — comprising 7,078 customers, ages 18–74. Vonage was not identified as the survey's sponsor.
Markets Included
APAC
The region loves mobile phone calls and app-based phone calls and messages. And WhatsApp is a favorite for calls, messages, and video chats.
APAC Markets
Mobile
phone call
41%
Messaging/
non-SMS apps
33%
Phone call
via apps
36%
Email
30%
Mobile app message/chat
29%
SMS text message
25%
Video chat
16%
Automated
phone support
14%
Chatbot
12%
UK
Emails are the preferred way to communicate with businesses.
Mobile phone calls and SMS text messages are also popular.
UK Market
Mobile
phone call
21%
Messaging/
non-SMS apps
20%
Phone call
via apps
20%
Email
23%
Mobile app message/chat
14%
SMS text message
21%
Video chat
9%
Automated
phone support
7%
Chatbot
8%
EMEA
Old favorites like mobile phone calls and emails remain strong, while apps are also popular for calls and messages.
EMEA Markets
Mobile
phone call
31%
Messaging/
non-SMS apps
27%
Phone call
via apps
19%
Email
27%
Mobile app message/chat
17%
SMS text message
17%
Video chat
8%
Automated
phone support
9%
Chatbot
6%
LATAM
The region shows high usage across most communication methods — with WhatsApp the dominant choice for voice calls, messages, social media, and video chats.
LATAM Markets
Mobile
phone call
43%
Messaging/
non-SMS apps
44%
Phone call
via apps
41%
Email
31%
Mobile app message/chat
33%
SMS text message
19%
Video chat
16%
Automated
phone support
16%
Chatbot
11%
There’s high usage across most communication methods — with SMS text messages, mobile phone calls, and emails being the favorite ways to contact businesses.
U.S. Market
Mobile
phone call
32%
Messaging/
non-SMS apps
27%
Phone call
via apps
22%
Email
29%
Mobile app message/chat
17%
SMS text message
33%
Video chat
15%
Automated
phone support
14%
Chatbot
9%
United States
Survey question:
How often do you connect with any business or service provider using each of the following?
Survey questions:
How often do you connect with any business or service provider using each of the following?
In the next 6-12 months, how will your methods of communicating with businesses or service providers change?
Survey question:
How frustrating is experiencing each of the following types of communications issues with businesses or service providers?
Survey questions:
Overall, how likely would you be to STOP BUYING from a business or stop using their services as a result of repeatedly experiencing these types of communications issues?
On the other hand, when you have a GREAT customer experience with a business or service provider, what do you typically do?
“The annual Customer Engagement Report from Vonage provides one of the most thorough windows into the world of CX in our industry. This report presents a wealth of intelligence and I commend Vonage for investing in this valuable research.”
Richard Pinnington | Director, Strategic Partnerships | Calabrio, Inc.
“The Global Customer Engagement Report underscores the importance of AI and omnichannel approaches in business communication. This insight was a key reason we partnered with Vonage, as we aim to streamline customer interactions.”
Rich Rines | CEO | AutoReach
Global
UK
EMEA
APAC
LATAM
U.S.
X
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