Vision Report

US Consumers Are Ready To Chat

Enterprises Should Add Conversational Interfaces To Their Digital Experience Portfolios

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


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.