Last year, more than 250 million messages were exchanged on iAdvize between 2,000 brands and their customers worldwide, generating nearly 2 million transactions. We have been able to use the data from these millions of interactions to put together a review of digital activity in 2020, a year which has seen a boom in the conversational economy.
2020. A year that has been unpredictable, demanding, sometimes confusing and yet in many ways exciting. For digital players, 2020 was above all a record breaking year. As the data on our platform reveal, it marked a definitive turning point for conversational experiences.
Messaging is part of our lives. More than 41 million WhatsApp messages are sent per minute worldwide.* Consumers want to be able to contact brands through the channels they use every day.
Our lives are conversational. And 2020 showed that brands are on their way to becoming so.
We predicted that eCommerce would accelerate at the onset of the health crisis. But what we have witnessed has been nothing short of a revolution. With +27% page views compared to 2019, activity on our Consumer Products clients’ sites reached a new level of intensity in 2020.
Already part of our daily lives, messaging has totally taken over customer relations.
Across all sectors, the average number of online conversations per customer (on the site or in-app, via FB Messenger, WhatsApp, SMS...) multiplied by 1.7 in 2020 (+70%). This figure has more than doubled (x2.6, +160%) in the Consumer Products industry. This is an all-time high. Brands are becoming conversational.
This transformation has been accompanied by very high conversion and satisfaction rates. The average number of transactions per customer on our platform has increased by 1.8x in the Consumer Products industry (+80%). In every industry vertical, customer advisors have achieved an average NPS of +30 points in 2020, testifying to the popularity of messaging.
The past year has confirmed our convictions. In 2021, more than ever before, we believe that conversation is the best experience a brand can offer its customers. And we want to make its digital medium, messaging, the main communication channel.
Our mission is to help brands be part of this conversation revolution.
We envision this conversation being natural, efficient, diversified and most importantly, human, to give the authenticity and emotional intelligence we need.
For this transformation to be possible, it must happen on a large scale and take into account brands’ economic challenges. And this without sacrificing either the quality of the experience or the trust built up with customers: something too many chatbots have already done. This is the challenge taken up by iAdvize’s Augmented Intelligence.
We are betting that within 5 years, noone will still pick up the phone to contact a brand. Within 5 years, the biggest brands will be offering everyone the kind of conversation experience we have every day with family and friends. A reassuring "always on” presence, that brings customers closer to businesses, that satisfies and builds loyalty, as shown by our 2020 data.
Across all sectors, the average number of online conversations per customer, increased by 1.7x compared to 2019 (+70%). In particular, the average number of conversations per customer doubled in the span of two months, between February and April 2020.
This all-time record for iAdvize can be linked to the explosion of e-commerce(strong demand for purchasing advice from visitors) and the need for reassurance caused by the health crisis(surge in after-sales queries).
To respond to this strong appetite for messaging from visitors, brands have automated some of the conversations using chatbots. This has empowered them to handle higher volumes of conversations, contributing to the boom.
Unsurprisingly, the graph below shows that in 2020, the peaks in conversations coincide with the the initial wave of new engagement driven by the pandemic, and the holiday shopping season. An intense year for eCommerce indeed.
For our clients in the Consumer Products industry, 2020 saw all-time record highs, with conversation volumes almost tripling (x2.6 vs. 2019).
By leveraging messaging, brands were keen to recreate online the personal shopping experience offered in physical stores. Some have even redeployed their in-store sales agents to provide online advice via iAdvize.
This growth of messaging has proven to be a win-win situation for brands. In 2020, the average number of post-conversation transactions per customer on our platform almost doubled compared to 2019. It multiplied by a factor of 1.8 in the Consumer Products industry.
The messaging channel is popular with customers again in 2020. The overall customer satisfaction rate(CSAT) obtained by customer advisers on iAdvize increased slightly during 2020 despite the various episodes of the crisis, ending the year at 81%.
The Net Promoter Score (NPS) for advisors also improved, ending the year at +34 points with an annual average of +30.
These figures show that conversational brands were able to adapt their strategy over the months to improve customer satisfaction.
In the Consumer Products industry, the volume of pre-sales conversations(buying advice) increased sharply with the first wave of COVID. Their share increased by 9 points in 2020 compared to 2019.
The data confirm the success of conversational commerce in 2020: messaging was used by brands to support online shoppers and maximize their e-commerce performance.
Conversational trends of the past few years have become mainstays in overcoming the challenges posed by the crisis:
*Statista, A minute on the Internet in 2020
**iAdvize customer case study, March 1 to October 25, 2020