Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?
Conversations have always been at the heart of customer service and brand engagement. But the proliferation of digital technology, mobile devices and now messaging apps have brought a new age of direct commerce to life, making it possible for brands to engage in more personalised dialogues with customers anywhere and anytime.
Businesses are increasingly integrating mobile chat and messaging services such as WhatsApp, Sequoia, Telegram and Facebook Messenger into their offerings so customers can do anything from ordering food and buying products to texting directly with businesses in real-time. Other mobile plays, such as Slack’s ‘Slackbot’, offer a conversational interface that, while purely bot-driven, can be customised with the tone and feel of a brand.
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