Spain has registered a 141% growth in adoption of digital channels. In Mexico the increase has been 10%, and in South America up to 45% The Atento company has carried out an analysis of the growth of digital channels in interaction with customers, within the framework of the World Day of Social Networks.
According to the company, Facebook and instant messaging applications such as WhatsApp and Telegram have become the preferred channels for companies and end customers to interact. In this sense, WhatsApp has gained strength as one of the most popular channels.
In Mexico, there has been a 50% increase in the number of interactions managed, while in Spain a use case already averages 50 thousand interactions per month after about 6 months of its implementation. In Colombia, the application has registered a growth of 108% in the last 12 months, reaching more than 350 thousand monthly interactions.
This type of application has won the predilection of users, the availability of the service 24 hours a day is its main attraction. Added to this advantage is the possibility of enabling chatbots, which are developments based on artificial intelligence, capable of handling simple requests automatically, with response times of between 2 and 3 seconds on average.
In addition, management is easier for operators, as they have the possibility of attending several conversations at the same time, thanks to tools that allow active chats to be centralized on the same platform. “The growth trend of digital channels, or social networks, is not an isolated case, with our analysis we were able to verify that the phenomenon is global.
These platforms have established themselves in the taste of end customers thanks to their convenience and ease of interaction , while companies register greater operational efficiency. It is interesting to observe how these solutions adapt without problem to the needs of any sector, operation or country “, said Berenice Tovar, Commercial Director of Atento Mexico.
The growth in the implementation of social networks in CX operations is on the rise, increasing by 10% from 2019 to 2020 in Mexico. For its part, in Spain its adoption has increased 141% in the last year; and in South America the range goes between 4.5%, in the case of Chile, up to 49% in Colombia.
Main differences between continents
According to the data analyzed, in Europe, the most popular digital channels are Facebook, WhatsApp, Webchat and Telegram, with an average of almost 176 thousand monthly interactions.
While, in South America, the most requested platforms are Webchat, WhatsApp, Facebook, Twitter and Instagram, with around 869 thousand cases attended per month. In the specific case of Facebook, the analysis indicates that its implementation has improved listening to the community, mainly in sectors such as Banking, Insurance, Automotive, retail companies and airlines.
In cases of crisis, this platform has made it possible to manage situations of up to 1 million interactions per month in Mexico, for example. Furthermore, Facebook is the most popular digital channel in countries such as Guatemala, El Salvador, and Puerto Rico.
They also coincide in the Telecommunications and Banking sectors as the ones that most bet on this platform, while Guatemala also adds to food delivery applications and El Salvador to the retail sector. In Europe, Facebook has performed better in the telecommunications sector, increasing up to 10,000 monthly interactions in the last year.
Likewise, the requests that are managed in Colombia through this social network belong mainly to the Telecommunications sector, where an average of 96 thousand requests have been registered each month. In Chile, banking and insurance companies are the ones that most implement FB as a CX channel.
Growth of Instagram and Telegram
For its part, Instagram has positioned itself among the most requested digital channels – only behind Facebook – in countries such as Puerto Rico and Guatemala. This social network is preferred by the Automotive, Delivery and Retail sectors in El Salvador and Guatemala, while in Puerto Rico those who bet on this platform are Telecommunications and Banking companies.
In addition to the growth in the implementation of social networks for interaction with customers, the sector has added the Telegram messaging platform to the portfolio of available options. Among the features it offers, the analysis highlights channel customization, the ability to send files up to 2GB, and cybersecurity prioritization. In Mexico its adoption is beginning, while the public administration in Spain has opted for it due to its security functions.