There's been a fundamental shift in our habits in 2020. Some of these new routines are enforced and many of us will be happy to return to the way things were pre-Covid, but not necessarily every aspect of our lives.
Huge upheaval often results in a rush of innovation. This year brands have had no choice but to find digital solutions to stay afloat - and it turns out consumers like the convenience these solutions provide.
At Conversocial we've seen a huge increase in the volume of messages our partners are handling. It spiked at the start of the pandemic and has stayed high throughout. It looks like Covid has sped up the move to messaging and our survey data certainly backs that up.
More consumer/brand interactions happen via messaging
More than 2/3 of people in our survey used private messaging channels to interact with a brand. With no in-store interactions possible and contact centers unable to operate at full capacity, it was the logical step. We did see, however, engagement in the channels for more than just customer service issues.
Messaging channels were used across the lifecycle...
The move to messaging is occurring at every stage of the buyer journey, from making a purchase to finding out FAQs on something they've bought.
Consumers have embraced messaging and don't want a return to pre-Covid relationships with their favourite brands.
Not everyone wants to go back to the 'old normal'...
Consumers have turned to digital solutions...
And many want to stay digital in a post-Covid world...
How should brands address the shift in consumer behaviour?
Simple - embrace it. Consumers and brands have had to adapt to the difficult circumstances and there's no real turning back. The fact that people are happy to continue seeking out digital solutions means it wasn't just the pandemic that's changed their habits. Consumers want convenience and flexibility throughout their journey with a brand and it's up to the companies to ensure they provide that experience.
You can find out here how to put digital CX at the heart of your business.