Get key insights from MEF’s P2A Business Messaging report which examines how consumers wordwide are engaging with brands and businesses via person to application messaging. Here we look at the most and least popular use cases for A2P messaging from the survey.
Users are interested in P2A use cases more than the concept of talking to a chatbot (24% would not want to converse with a ‘chatbot’) but here only 16% rejects all use cases for sending a message to a business. The first instinct of users is to avoid automatic messaging services. However, users are more likely to be positive about chatbots when they are described actual examples of what a P2A messaging service could do for them.
Booking an appointment is the most likely scenario (chosen by 29% of users). The simplicity of the use case, confirming date and time fits the messaging conversation. However, the second and third most likely use cases involves more complex discussions “ask for help” (27%) and “complaining about something” (26%).
A few use cases sit within the 22-23% range. From “updating information” (23%) to ”buying a product or service”, “making changes to an order”, “organise a delivery” of ”confirming identity” ( all 22%).
The use cases with the lowest appreciation are “asking for an upgrade” (17% of users ) and ”monitoring spending” (16% of users).
Users can now message businesses and get immediate discursive communications via an application. The advance of artificial intelligence makes meaningful chat with bots a possibility, but are human users ready to use them?
MEF’s P2A Business Messaging 2020 report is based on 6500 interviews across 10 countries: Brazil, China, France, Germany, India, Japan, South Africa, Spain, UK, USA.