This archive report was first published on 1 October 2019.
As the dominance of text messaging over voice calls continues to rise, Kenyan businesses are being advised to take advantage of this trend to cut staff costs. According to a report by Deloitte, the importance of voice calls is expected to slow down globally, including in Kenya, while other forms of communication, such as messaging options, are on the rise.
Text messaging remains the preferred method of regular communication, with 78% of respondents in Kenya using instant messaging and social networks since 2015. Deloitte's 2019 Global Mobile Consumer Survey notes that opportunities abound for businesses to use digital tools, such as chatbots, to improve customer experience and acquisition, reduce churn, and increase revenue per user.
By 2023, most cellular networks are expected to offer super-fast 5G Internet on phones, making it even more convenient for customers to contact businesses. To meet these expectations, companies must adapt to the requirements of clients and adjust their social communication to current trends.
Insurance firm Sanlam has already taken steps to cut its operating costs through automation, laying off 50 employees, mostly in customer support. Barclays Kenya Chief Executive Jeremy Awori has also invested heavily in artificial intelligence chatbots to save millions in salaries.
According to Gartner, customers today expect more from virtual customer assistants and chatbots, and by 2020, the average person is expected to have more conversations a day with bots than with their spouse. The adoption of chatbots will enable consumers to interact with businesses, leading to increased opportunities.
