Consumers adopt AI for improved experiences

KUALA LUMPUR: Vonage, a global leader in cloud communications has revealed that consumers continue to prefer a range of channel options when communicating with businesses, with mobile phone calls (36 per cent), messaging/non-short message service (SMS) apps (31 per cent) and phone calls via apps (29 per cent) ranking high in preference.

However, less than half (42 per cent) indicated they are “very satisfied” when communicating with businesses, according to Vonage’s Global Customer Engagement Report 2024.

The 12th annual report outlines data and insights into customer communications preferences with businesses, highlighting emerging trends that emphasise the need to augment these interactions with artificial intelligence (AI) to enhance customer engagement.

In Asia Pacific (APAC), consumers revealed that mobile phone calls (73 per cent) are the most common method used by customers, followed by phone calls via messaging apps (60 per cent), messaging via non-SMS apps (64 per cent), emails (50 per cent) and social media posts (47 per cent).

The report also found that 80 per cent of APAC customers are likely to take their business elsewhere as a result of poor experiences, and 61 per cent of consumers will not tolerate bad experiences and will walk away after just one or two bad encounters.

These findings underscore opportunities to leverage AI. By utilising AI-based virtual assistants, businesses are equipped to provide quick resolution, reduce frustrations and ultimately provide a more targeted and personalised experience for the user.

According to Vonage in a statement, report findings demonstrate that consumers are embracing AI to make their experiences better.

In fact, responses show a likelihood that chatbot and video chat usage will more than double within the next year, with 10 per cent using chatbots currently and 23 per cent expected usage in the next six to 12 months; while 13 per cent indicate using video chat currently, with 26 per cent expected usage in the next six to 12 months.

Furthermore, with 56 per cent of consumers indicating they are likely to offer positive survey feedback after a great experience with a business and 55 per cent noting they would share their experience with friends and family, it is clear that great experiences create valuable brand ambassadors.

The survey was conducted in October 2023, and it is based on nearly 7,000 consumer responses from 17 countries, including Australia, China, India, Indonesia, Japan, Singapore and South Korea. —Bernama