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Voice remains the preferred channel for consumers to engage with brands


Madrid, Spain, March 16, 2020 -- On the occasion of the International Consumer´s Day, Atento, a provider of customer relationship management and business process outsourcing services (CRM/BPO) in Latin America, reveals the main trends and changes in consumer habits in its relationship with brands, according to the latest data collected by the company. These data show that digital channels already represent a significant volume of interactions, which drives companies to focus on multi-channel integration to offer the best Customer Experience.

However, voice remains the primary channel for consumers to engage with brands, now assisted by human assistants and bots. Likewise, there is a need to take advantage of data analytics and artificial intelligence to provide high-value voice services.

In recent years, the changes in business, the expansion of digital technologies, and constant variations in the global economy have caused a profound acceleration of transformations in customer behavior. Consumers used to be more passive, and brands had fewer ways to connect with customers. Nowadays, users are using new platforms and methods to communicate (social networks, applications, bots and chats) and are obtaining information in different ways and channels, demanding speed and consistency in responses. In this context, voice continues to be the main channel used by consumers to contact brands today, although there is an increase in the choice of digital channels when communicating with them.

According to Gartner's predictions, the market for Customer Management BPO services will continue to evolve with the rapid growth of the digital and automation solutions offer, with virtual assistants, artificial intelligence and advanced predictive analytics. Atento's vision is that, in the future, costumer relations will demand a balance between human and automated (bots), relying on analytical technology to offer hyper-personalized experiences based on trust and transparency.

The latest data collected by the company reveals that users continue to focus on traditional channels, with calls being the preferred method of contact for most of them. Of the more than 2 billion interactions they received in 2019, more than 1,800 million were made through telephone contact by human assistants and bots. The remaining 200 million correspond to digital channels, highlighting the strong growth of social networks, chats and instant messaging via WhatsApp, which accounted for 50 million interactions in this same period. Of the global volume of activity carried out in 2019 by Atento, the one corresponding to Back Office tasks stood out, which involved more than 32 million managements.


Posted by Veronica Silva Cusi, news correspondent
Source: Atento

Date Posted: Wednesday, March 18, 2020

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