Before the COVID-19 pandemic started, mobile phone usage was already on the rise. The COVID-19 pandemic has only made mobile phone usage skyrocket as customers were put under lockdown and advised to stay at home by the government and health organizations. For many people, the only way to connect with the businesses they love is through mobile digital channels, like apps, messaging apps, texting and SMS, and social media. In a recent survey, 39% of participants stated that they began relying more on their phones due to the COVID-19 situation. There was also a 23% increase in the amount of consumers who used apps to do their shopping.
Replacing Traditional Channels
Before the rise of mobile digital channels, most contact centers relied mostly on traditional contact center channels to connect with customers. These channels were through text messaging, voice channels, web chat, email, and IVR. After the gradual adoption of mobile phones as a daily part of many people’s lives, many people began to turn to communication channels offered by their smartphones to connect with one another. Channels like apps, messaging apps, texting and SMS, and more began replacing traditional channels as the main ways of talking to friends, families, and colleagues.
With the increasing use of mobile digital channels, businesses have also felt the pressure to connect with their customers through these mobile digital channels. Today’s emerging digital channels include video chat, Facebook Messenger, LINE messaging app, WhatsApp messaging app, chat bots, and other forms of asynchronous messaging.
When the COVID-19 pandemic hit in 2020, customers became limited to mainly mobile channels due to government and health-related lockdowns and restrictions. Lockdowns and restrictions made the adoption of mobile digital channels for customer service even more rapid. Businesses rushed to find alternate ways to connect with customers as restrictions severely limited the ways they could connect with their customers.
Flexibility of a Mobile Digital Channel
While adoption of mobile channels has increased dramatically during the pandemic, mobile channels are here to stay even after the pandemic ends. Mobile digital channels have shown their value by being a flexible, convenient alternative to traditional channels. Through things like messaging apps, video chat, and in-app communication, companies were able to connect with customers in ways that made the interaction much more personal and convenient for both the agents and the customers.
Through mobile digital channels, like in-app communication and messaging apps, agents and customers were able to send and receive pictures and links on-the-fly, making communication and troubleshooting smooth for both the contact center and the customer. Channels like video chat helped make the conversation more personalized beyond what a traditional channel could do.
With the flexibility, personalization, and convenience that mobile digital channels provide, it should be no surprise that even after the COVID-19 pandemic ends, mobile digital channel usage will only increase.
Bright Pattern Omnichannel Capabilities
Adopting new mobile digital channels can be simple with the right platform. Bright Pattern’s cloud-based omnichannel contact center platform combines all channels, including mobile digital channels, into one conversation. This allows the customer to effortlessly move between all channels, emerging and traditional, while the agent follows the conversation easily. With built-in quality management, powerful AI integrations, and comprehensive CRM integrations, Bright Pattern’s platform is future-proof and can adapt to any emerging digital channel.
As the Marketing Manager at Bright Pattern, my main goal is to increase awareness on the growing benefits of cloud-based technologies in the contact center industry.