Facebook, Twitter and other messaging platforms have been battling fiercely to become the de facto channel for business-to-consumer chat. Capturing that title brings with it a powerful position that can be used to influence buying patterns, collect key data, and serve targeted ads.
Earlier this month, Apple jumped into the fray by announcing that iMessage will become a business communication platform. This is possibly the most significant development of the year in “conversational commerce”. As a customer service channel, chat has distinct advantages: it lowers cost for companies by allowing agents to juggle multiple conversations, it makes automated responses easy to blend in (aka bots), and, perhaps most importantly, it is the preferred style of communication for younger consumers. Continue reading