Best Practice Report

Consumers Want Convenience, Not Conversations

Conversational Interfaces Struggle To Deliver Contextual Convenience

August 21st, 2019
Ian Jacobs, VP, Research Director
Ian Jacobs VP, Research Director
Julie Ask, null
Julie Ask
With contributors:
Martin Gill , Andrew Hogan , Erin Sellers , Rachel Birrell

Summary

Consumers want convenience and choice — not conversational interfaces. However, a fear of being left behind still impels digital business leaders to build them. And nearly three-fourths of those who aren’t regularly using conversational interfaces are piloting with at least one. Aspirations to reduce operational costs alone should not drive chatbot build decisions. Digital business leaders should build conversational interfaces where they offer more convenience than existing means of interacting with customers.

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