Vision Report

US Consumers Are Ready To Chat

Enterprises Should Add Conversational Interfaces To Their Digital Experience Portfolios

March 8th, 2022
With contributors:
Fiona Swerdlow , Kate Leggett , David Truog , Ian Jacobs , Christina McAllister , Gabrielle Raymond , Hailey Colin , Nicole Lesperance

Summary

Consumers in the US are increasingly comfortable using conversational interfaces — including chat and messaging — to get information, communicate with brands, and even make purchases. Most consumer brands reviewed by Forrester offer conversational interfaces to their customers — but don’t necessarily provide the functionality or convenience that consumers seek. This report analyzes both consumer and enterprise use of conversational interfaces. It also reviews the challenges enterprises face in delivering these interfaces and eventually automated experiences to consumers.

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