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BW Businessworld

Content, Conversation, Connection, Commerce

Businesses and brands have been following the trend as is expected from them to embrace the change.

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"Change is the new constant”, and that change is here to stay. One of the most critical components for success in 2020 is the ability to adapt and thrive in change. Traditionally, customer engagement wasn’t about “engaging” with customers at all. Instead, it was about deflecting and containing them, with contact centre agents trained to spend as little time as possible with customers in the queue. Therewith, we moved towards the ever-changing internet landscape, starting from websites to, social media and now messengers, in no time has changed how consumers consume content, have conversation, build connections, and do commerce. The most powerful and mutually complementing four Cs of internet technologies.

Businesses and brands have been following the trend as is expected from them to embrace the change. Products and services had to be made available where consumers are and not vice versa. Taking an example of the banking sector, it took no time for consumers to move to internet banking sidelining the physical branches, and then mobile banking took over, proving yet again that consumer remains the king and they define the future.

And now one more time, we are encountering consumer engagement reformation, it is radical, it is far-reaching and more importantly, it is directed by consumers. We are at a phase where consumer engagement driven by social and personal conversation is accelerated due to Covid. On average, a user spends over three hours every day on messaging and social applications making more than 400 sessions, which has created an underlying need of a flexible and versatile technology that works across messaging and social apps and empower consumers to access all the products and services including payments, loans, recharges and commerce within their flow of conversation or social browsing.

On the face of it, any change looks scary, but there is a bright side to these changes. New channels and technologies open up fresh opportunities that can make a business stand out from the rest of the crowd. An opportunity to establish a fundamentally stronger relationship with consumers. An opportunity to learn from consumer behaviour and increase the relevance of product and service offerings. Considering the same example of banking, it is time to graduate mobile banking to social banking either through partnerships or by leveraging independently operating ubiquitous channels like the smartphone keyboard.

Identifying the depth and breadth of this reformation, we introduced a custom smartphone keyboard-based consumer engagement solution for banks, mobile network operators, media and fintech companies. We see the smartphone keyboard as one of the tools that have the superpower to distribute any service, across social and chat applications, while also developing a real-time contextual understanding of the users’ intent and mood.