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Thought leadership

An interesting new report in this week’s newsletter that highlights changing consumer preferences, priorities and behaviours and how businesses and service providers need to transform their customer engagement strategies to become more agile and adapt to changes driven by the so called ‘COVID era’.

The Vonage report “COVID-19 Reshapes the Global Customer Engagement Landscape”  captures unique insight about consumer communications preferences in the age of COVID-19 compared to pre-COVID preferences. Key findings demonstrate that the pandemic accelerated the adoption of newer communications channels while increasing fragmentation in channel preferences, especially in the ways that consumers interact with businesses and service providers.

To connect with consumers today, says the research, businesses must turn to less traditional channels and employ technology, such as APIs, that allow them the flexibility to embed programmable capabilities – voice, video, messaging and verification – directly into existing applications and workflows.  Since January, globally, there has been 140% growth in the number of people who prefer to connect with businesses via video.

“COVID-19 has upended how businesses operate and how consumers interact with those businesses,” said Joy Corso, Chief Marketing Officer for Vonage. “We conducted research to understand changing consumer preferences and behaviours to help organisations better engage with their customers to drive better experiences. We are at the beginning of a huge market-wide communications revolution. If there was ever a question that businesses needed to digitally transform not only to survive but thrive, COVID-19 eliminated any doubt. This is a secular change in how business gets done. This survey underscores the fact that it is now fundamental for companies to stay connected to employees and customers from anywhere – through whatever channel they choose – video, voice, messaging, and chat.”

All heady stuff and the changes in consumer priorities and behaviours detailed in the report will be analysed in great detail at our upcoming Virtual Customer Engagement Summit in December. Look forward to welcoming you there.

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