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Insights: Whitepaper
Messaging Apps as a Customer Communication Tool

Simple and straightforward communication is a key component of delivering an exceptional customer experience.

Messaging apps offer simple communication at little to no cost, and the number of people using these apps is significant — the top-two apps worldwide are Facebook Messenger and WhatsApp, each with approximately 1 billion active users and growing.

Messaging apps also allow for a “continuous thread between customer and brand, unlike the disjointed experience of email…this difference makes follow up conversation easier and more natural, increasing the opportunities to cross-sell, encourage sharing, solicit input, and flow seamlessly between commerce and support”.

Given this, it would appear to make sense for companies to offer customers the option of using messaging apps as a means of communication equivalent to email, phone, and SMS.


  • Introduction
  • The potential for messaging apps as a customer communication channel
  • The willingness of customers to use messaging apps
  • Brazilian participants more willing to use WhatsApp as a communication channel
  • Majority of UK and US participants unwilling to use messaging apps
  • WhatsApp and Facebook Messenger may have potential
  • Technical challenges of messaging apps
  • Conclusion

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