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Speaking about the trends that dominated 2024, Nitin Singhal, Managing Director at Sinch India, said, “In 2024, digital marketing emphasis has been on trust, hyper personalisation and real-time customer engagements. Marketers have been spoilt for choice given the wide range of digital channels like WhatsApp, Google RCS, AMP Emails, etc. The fusion of AI-driven analytics with omnichannel messaging ensures precise targeting, even across diverse audiences. Conversational commerce, powered by integrated chatbots and voice assistants, is becoming pivotal for seamless customer journeys.”
Elaborating on the trends he expects for 2025, he said, “The demand for real-time responses is reshaping customer engagement. Businesses are blending AI for routine queries, cross-sell/upsell opportunities and integrating live agents for complex use cases, all in a seamless manner without friction, thereby creating significant CX. Bizbike, one of Belgium’s largest eBike providers, is leading the way—its AI chatbot manages 30% of customer FAQs, boosting satisfaction and allowing agents to focus on strategic tasks. This approach highlights the future of faster, smarter customer interactions.
One-way messaging is becoming a thing of the past. In 2025, businesses will use conversational messaging platforms like Google RCS, WhatsApp, Chatbots, etc., to transform updates into dynamic, interactive touchpoints that spark conversations and drive sales conversions and service experiences. By embedding these capabilities into routine updates, brands can turn everyday notifications into opportunities for deeper engagement and meaningful connections.
Integrated systems ensure that customer interactions across channels (e.g., messaging, email, chat, social media) are connected and customer-centric. To meet and exceed these expectations, businesses must integrate all customer touchpoints with the communication platform, including being able to bring in new channels seamlessly. By mapping customer data across systems and focusing on key journeys, companies can create interactions that feel personal, contextual, and effortless. These intelligent innovations are not just trends—they’re catalysts for redefining customer engagement in the digital-first era.
