How People Prefer Communicating with Businesses in 2019
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This document provides a summary of key findings from the 2019 State of Conversational Marketing report by Drift and SurveyMonkey Audience. The report is based on a survey of over 1,000 consumers and explores how people prefer to communicate with businesses today, with a focus on chatbots and conversational strategies. Some of the main findings include: 1) Email and phone remain the most commonly used channels for customer communication but chatbots and online chat are growing in popularity; 2) Customers expect near-instant responses from chatbots, similar to face-to-face interactions; 3) Attitudes toward chatbots are becoming more positive, with just 14% preferring forms over chatbots.
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How People Prefer Communicating with Businesses in 2019
- 2. drift.com/state-of-conversational-marketing ABOUT THIS REPORT Drift and SurveyMonkey Audience have teamed up to bring you the 2019 State of Conversational Marketing, the ultimate resource for exploring how people prefer to communicate with businesses today. Inside, you’ll uncover insights and benchmarks for helping you have better customer conversations so you can create the best buying experience possible (and, in turn, drive more revenue). Based on a survey of 1,000+ consumers, the 2019 State of Conversational Marketing is a follow-up to our 2018 State of Chatbots. In last year’s report, we looked at the expected benefits of chatbots, the blockers that were preventing people from using chatbots, as well as how chatbots compared to other communication channels. In this year’s report, we’re expanding our focus: Instead of looking exclusively at chatbots, we’re studying how chatbots fit into a broader conversational strategy.
- 3. drift.com/state-of-conversational-marketing A SNEAK PEAK AT WHAT’S INSIDE…
- 4. drift.com/state-of-conversational-marketing Which of these would stop you from using a chatbot? JUST 14% OF PEOPLE WOULD PREFER FILLING OUT A WEBSITE FORM OVER USING A CHATBOT 14% I'd prefer to fill out a form on a website
- 5. Face to face Chatbots 0% 20% 40% 60% 80% 100% 4% 4% 11% 11% 36% 33% 42% 44% An immediate response (within 5 seconds) A response within 5 minutes or less Within 1 hour Within 4 hours Within 24 hours More than 24 hours How soon would you expect to get a response from these communication channels? PEOPLE EXPECT NEARLY IDENTICAL RESPONSE TIMES FROM FACE-TO-FACE CONVERSATIONS AND CHATBOTS drift.com/state-of-conversational-marketing
- 6. 22% 45% 33% More About the same Less In the past 12 months, have you been using more or less of the following channels? DESPITE CLAIMS THAT “EMAIL IS DEAD,” 33% OF PEOPLE USED IT MORE FREQUENTLY LAST YEAR drift.com/state-of-conversational-marketing
- 7. 0% 8% 16% 24% 32% 40% Online chat Chatbot 14% 25% 16% 39% A good customer experience Friendliness and approachability Which of these benefits do you most associate with communicating with businesses via each channel? drift.com/state-of-conversational-marketing PEOPLE PERCEIVE TALKING TO A LIVE HUMAN AS A BETTER EXPERIENCE THAN USING A CHATBOT
- 8. drift.com/state-of-conversational-marketing GRAB YOUR COPY OF THE FULL 2019 STATE OF CONVERSATIONAL MARKETING NOW Or keep reading to continue your preview… click here!
- 9. drift.com/state-of-conversational-marketing 1 THE PROBLEMS WITH TRADITIONAL ONLINE EXPERIENCES
- 10. $47B Can't get answers to simple questions Site is hard to navigate Basic details about a business are hard to find Poorly designed smartphone apps Takes too long to find services Search options on a brand's website not useful Services not accessible on mobile devices Poor quality online forms No service outside normal operating hours Services feel impersonal Brand is unresponsive on Twitter 0% 10% 20% 30% 40% 5% 17% 18% 18% 19% 21% 22% 23% 25% 30% 34% drift.com/state-of-conversational-marketing Which of these online frustrations have you experienced in the last month? IT’S CLEAR WHAT CUSTOMERS ARE STRUGGLING WITH ONLINE: FINDING INFORMATION QUICKLY & EASILY
- 11. $47B Can't get answers to simple questions Site is hard to navigate Basic details about a business are hard to find Poorly designed smartphone apps Takes too long to find services Search options on a brand's website not useful Services not accessible on mobile devices Poor quality online forms No service outside normal operating hours Services feel impersonal Brand is unresponsive on Twitter 0% 10% 20% 30% 40% 5% 17% 18% 18% 19% 21% 22% 23% 25% 30% 34% 10% 18% 16% 22% 23% 24% 27% 26% 28% 34% 31% 2018 2019 drift.com/state-of-conversational-marketing Which of these online frustrations have you experienced in the last month? BETWEEN 2018 & 2019, CUSTOMERS GREW MORE FRUSTRATED WITH NOT BEING ABLE TO GET ANSWERS & NOT BEING ABLE TO GET 24/7 SERVICE
- 12. 2 HOW PEOPLE COMMUNICATE WITH BUSINESSES TODAY drift.com/state-of-conversational-marketing
- 13. $47B Email Telephone Website Online chat Face to face Social media Smartphone app Chatbots One-to-one video calls Video messaging Other 0% 10% 20% 30% 40% 50% 60% 70% 2% 5% 7% 13% 28% 28% 31% 33% 42% 55% 65% drift.com/state-of-conversational-marketing EMAIL AND PHONE REMAIN THE “BIG 2” CUSTOMER COMMUNICATION CHANNELS In the past 12 months how have you communicated with organizations?
- 14. Email Smartphone app Telephone Online live chat Social media Chatbots Face to face Web form Video messaging One-to-one video calls Letter 0% 20% 40% 60% 80% 100% 58% 41% 40% 36% 32% 32% 34% 29% 31% 25% 22% 32% 46% 46% 46% 45% 44% 39% 40% 38% 43% 45% 9% 13% 14% 17% 23% 24% 27% 31% 31% 32% 33% More About the same Less In the past 12 months, have you been using more or less of the following channels? DESPITE CLAIMS THAT “EMAIL IS DEAD,” 33% OF PEOPLE USED IT MORE FREQUENTLY LAST YEAR drift.com/state-of-conversational-marketing
- 15. 3 THE STRENGTHS (AND WEAKNESSES) OF DIFFERENT COMMUNICATION CHANNELS drift.com/state-of-conversational-marketing
- 16. 0% 10% 20% 30% 40% 50% O nline chat Em ail Telephone Sm artphone app Chatbot Video call Video m essaging Socialm edia Convenience Ease of communication A good customer experience Quick answers to simple questions Ability to easily register a complaint Getting 24 hour service Having a complaint resolved quickly Quick answers to complex questions Getting detailed / expert answers Friendliness and approachability THE EXPECTED BENEFITS OF SOME POPULAR CUSTOMER COMMUNICATION CHANNELS Which of these benefits do you most associate with communicating with businesses via each channel? drift.com/state-of-conversational-marketing
- 17. 0% 10% 20% 30% 40% 50% 60% chatbot online chat sm artphone app em ail socialm edia telephone video m essaging video call 32%31% 46% 31% 47% 45% 50% 42% 15% 17% 22% 24% 29%30% 32% 40% Getting 24 hour service Convenience drift.com/state-of-conversational-marketing ONLINE CHAT IS THE MOST CONVENIENT CHANNEL, BUT CHATBOTS ARE THE BEST AT DELIVERING 24/7 SERVICE Which of these benefits do you most associate with communicating with businesses via each channel?
- 18. Face to face Chatbots One-to-one video calls Telephone Online live chat Video messaging Smartphone app Social media Web form Email Letter 0% 20% 40% 60% 80% 100% 72% 13% 11% 7% 6% 5% 2% 2% 4% 4% 4% 6% 18% 22% 32% 28% 20% 11% 15% 15% 11% 11% 5% 12% 16% 19% 27% 31% 47% 39% 29% 36% 33% 5% 7% 11% 12% 17% 31% 35% 36% 39% 42% 44% An immediate response (within 5 seconds) A response within 5 minutes or less Within 1 hour Within 4 hours Within 24 hours More than 24 hours How soon would you expect to get a response from these communication channels? PEOPLE EXPECT NEARLY IDENTICAL RESPONSE TIMES FROM FACE-TO-FACE CONVERSATIONS AND CHATBOTS drift.com/state-of-conversational-marketing
- 19. 4 HOW ATTITUDES TOWARD CHATBOTS ARE CHANGING drift.com/state-of-conversational-marketing
- 20. If it didn’t respond If the chatbot wasn’t helpful I prefer interacting with people I'd worry about it making a mistake I’d prefer to fill out a form on a website Nothing would stop me from using a chatbot 0% 10% 20% 30% 40% 50% 8% 14% 24% 38% 41% 50% drift.com/state-of-conversational-marketing Which of these would stop you from using a chatbot? JUST 14% OF PEOPLE WOULD PREFER FILLING OUT A WEBSITE FORM OVER USING A CHATBOT
- 21. $47B Answering a question Getting detailed answers or explanations Resolving a complaint or problem Receiving customer service Paying a bill Making a reservation (e.g. restaurant or hotel) Scheduling a meeting Communicating with brands Adding yourself to a mailing list or news service Purchasing an item Getting ideas and inspiration 0% 10% 20% 30% 40% 10% 17% 18% 19% 19% 22% 23% 27% 27% 29% 32% drift.com/state-of-conversational-marketing PEOPLE PRIMARILY VIEW CHATBOTS AS A SOLUTION FOR GETTING ANSWERS Which of the following would you use a chatbot for?
- 22. $47B 0% 10% 20% 30% 40% 50% 60% 1 to 3 4 to 6 7 to 9 10+ Answering a question Getting detailed answers or explanations Resolving a complaint or problem Receiving customer service Paying a bill Making a reservation (e.g. at a restaurant) Scheduling a meeting Communicating with brands Adding yourself to a mailing list Purchasing an item Getting ideas and inspiration CUSTOMERS WHO OWN LOTS OF CONNECTED DEVICES ARE MORE LIKELY TO TRUST CHATBOTS TO HANDLE IMPORTANT TASKS Which of the following would you use a chatbot for? # of internet-connected devices owned drift.com/state-of-conversational-marketing (n = 48)(n = 78)(n = 317)(n = 546)
- 23. $47B 0% 10% 20% 30% 40% 50% Retailers Healthcare Utilities Entertainment FinancialServices Vacation/Travel Software Government NewsMedia 9%9% 14% 16% 20%20% 21%22% 40% drift.com/state-of-conversational-marketing RETAILERS ARE LEADING THE CHARGE WHEN IT COMES TO ENGAGING CUSTOMERS VIA CHATBOTS What types of organizations have you used chatbots to engage with in the past 12 months?
- 24. $47B age 0% 10% 20% 30% 40% 50% 18 to 24 25 to 34 35 to 44 45 to 54 55+ Retailers Healthcare Utilities Entertainment / Leisure Financial Services Vacation / Travel Software Government News Media drift.com/state-of-conversational-marketing YOUNGER CUSTOMERS ARE MORE LIKELY TO USE CHATBOTS TO ENGAGE WITH SOFTWARE COMPANIES & THE NEWS MEDIA What types of organizations have you used chatbots to engage with in the past 12 months? (n = 72) (n = 218) (n = 188) (n = 257) (n = 278)
- 26. $47B Email Telephone Website Online chat Face to face Social media Smartphone app Chatbots Other 0% 10% 20% 30% 40% 50% 60% 70% 2% 13% 28% 28% 31% 33% 42% 55% 65% 2% 15% 30% 28% 39% 38% 54% 60% 60% 2018 2019 drift.com/state-of-conversational-marketing THE YEAR-OVER-YEAR DATA CONFIRMS IT: EMAIL ISN’T JUST STICKING AROUND, IT’S GROWING In the past 12 months how have you communicated with organizations?
- 27. $47B Online live chat Chatbots Face to face Telephone Smartphone app Social media Web form Email Letter 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 10% 19% 27% 31% 44% 75% 77% 78% 82% 16% 27% 34% 40% 55% 64% 73% 75% 77% 2018 2019 How soon would you expect to get a response from each of the following communication channels? (within 5 minutes) drift.com/state-of-conversational-marketing YEAR OVER YEAR, MORE CUSTOMERS EXPECT QUICK RESPONSES FROM ONLINE CHAT & CHATBOTS, FEWER EXPECT THE SAME FROM FORMS
- 28. $47B I prefer interacting with people I'd worry about it making a mistake I’d prefer to fill out a form on a website 0% 10% 20% 30% 40% 50% 14% 24% 38% 26% 30% 43% 2018 2019 drift.com/state-of-conversational-marketing CUSTOMERS ARE BECOMING INCREASINGLY COMFORTABLE INTERACTING WITH CHATBOTS Which of these would stop you from using a chatbot?
- 29. drift.com/state-of-conversational-marketing GRAB YOUR COPY OF THE FULL 2019 STATE OF CONVERSATIONAL MARKETING NOW (It’s 100% free. No forms. No fuss.) click here!