Chat is not a new technology, but in a connected world organisations are finding more uses for it as a way to both engage with customers and expand profit margins. Chat is a text-based communication tool that is becoming a leading platform for brands wanting to connect with audiences and serve customers in a quick and meaningful way. From a customer’s point of view, it’s useful because it supports online self-service. Consumers are increasingly demanding more convenient ways to access products and services. They want the convenience of buying or resolving an issue from wherever they are via a digital channel, but also the peace of mind knowing that they can discuss their options without having to pick up the phone or go into a store.

Businesses can use chat to inform customers, answer questions quickly and, increasingly, to drive additional sales revenue. As a result, it is being picked up not just by large companies and public sector bodies, but also by small and medium enterprises who want to find new ways to grow. Adoption rates have been bolstered by text-based social media platforms such as WhatsApp, Snapchat and Facebook Messenger. These demonstrate a clear appetite for text communication, in real-time.