Status quo and trends – from a consumer and corporate perspective
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Insights into the results
Conversational Business: How much “business” is really in it? More Conversation than Business?
Conversational Business is seen as the next big revolution after Web 1.0 and the Mobile Web. This includes the following communication and interaction systems that support or enable service, marketing and purchasing processes:
>Messenger & RichSMS (WeChat, Facebook Messenger, WhatsApp, iMessage, …)
>Smart Speaker (Amazon Alexa, Google Home, …)
>Active Devices/ Digital Assistants (e.g. Amazon DRS automatically orders printer paper)
Currently, these systems are used in Europe more as “weather and information” and “service and notification” services. Business platforms such as WeChat, where the entire customer journey is supported and monetized end-to-end, are not yet a reality. This raises the following questions:
>What are consumer expectations, preferences and concerns?
>How can the exorbitant reach of messenger systems be capitalized on beyond private communications and service applications?
>How can sales and market potential be systematically developed with Conversational Business?
>What are the barriers that prevent the promoters of the development of a “WeChat eco-system made in Europe” so far?
Objective and structure of the study
The aim of the study is to gain an up-to-date and holistic picture of opinions on the understanding and use of Conversational Business among consumers as well as within companies. The survey is aimed at consumers, companies as well as industry experts
> A representative online study on the corporate side
> A representative online survey on the consumer side
> Expert interviews (Brenner, Hafner, Harlinghausen, Henn, Hundertmark, Kolm, Mehner)
> Analysis and classification of usage/technology data (BuiltWith data)