Digital messaging has accelerated significantly during the pandemic and is becoming more than just social interaction. Messaging platforms are developing into programmable services that can automate customer service functions through conversational APIs. This represents an opportunity for owned messaging solutions rather than relying solely on platforms like WhatsApp and Facebook Messenger. Key considerations moving forward include who owns customer data and controls messaging templates, workflows, and payment integrations on emerging platforms like Rich Communication Services.

1. DIGITAL MESSAGING
NEEDS TO BE MORE THAN SOCIAL
Paul Sweeney | head of product
@PaulSweeney

2. THE DIGITAL
ACCELERATION
EMERGING
THESIS
OWNED Vs
BOUGHT
There has been another
Leap in the use of
messaging
The Predictive Text
Horizon
Programmable services
Are the future, are we
giving it away?

3. • 65% reported feeling less lonely
• 42% say they are under less pressure to portray unrealistic
picture
Changing Digital Culture Post Pandemic?

4. • 46% of males have been more open on mental health issues.
• 50% increase in messaging and messenger use globally
(in general)
• Growth in local Facebook groups and street focused
WhatsApp groups
CHANGING DIGITAL CULTURE?

6. THE ACCELERATION OF DIGITAL MESSAGING
15% of Facebook Messenger users were interacting
with brands on messaging apps each month
63% of Facebook users have interacted with a company on
messaging apps in the last three months
20bn messages a month now between businesses and consumers

7. THE PANDEMIC
DIGITAL SHIFT &
ACCELERATION
• 40% of consumer have switched from
their regular business provider.
• 66% of these used digital tools such as
social and messaging to discover their
alternatives.
• 60% of those that switched did so to
find a more local provider. This might
be due to mobility limitations, better
value, or supporting local.
• 300% more likely to search and switch
if your income is being directly
impacted by Covid19.

8. ACCELERATION
OF PROGRAMMABLE DIGITAL
SERVICES

9. The Next Predictive Test Horizon
Messenger, Instagram, WhatsApp

10. Socials
Outbound
Rules
• Who owns the brand validation
• Who owns the customers ID
• When can we contact people
• What templates we can use
• Use of payments gateways
• Threading channels?
• Agents can collaborate
MAIN ELEMENTS

11. Booking.com spent $10bn a year
with Google Ads.
They just cancelled.

12. Outbound BoughtInbound Bought
• WhatsApp, FBM, IG
• Digital Voice/ Alexa
Inbound Owned
• eMail, Chat, Voice
• WebRTC/ Browser
• WhatsApp, FBM, IG
Outbound Owned
• eMail, Chat, Voice
• Mobile app notificiation
• RCS

13. Understanding & Insight
Authentication
Identification Fraud Analytics &
PreventionAuthentication
Context & Language
Processing (NLP) Understanding (NLU)
Text, Voice
Image, Visual
Camera/Vision Image Recognition
Mode and Channel Select
Persistence, State, & Continuity
Modality and State
CommunicationsConversational
Experience
User Experience
User Interface
Mode
CONVERSATIONAL MIDDLEWARE PLATFORM
Platform
Knowledge
Intent
Machine Learning
Information
Data
Transactional Data Customer Information
External System Access (API)
Product Data Cognitive Insights
Type Human v Bot
Conversation Selection & Guidance
Tone Pace
Natural Language Generation
Agent Assisted & Self-Service
Guidance &
Precision
Natural Language Generation
Agent Assisted & Self-Service
Precision & Guidance

14. • FAQs & Knowledge base integration
• Asynchronous co-ordination
• Realtime integrations
• Attachments, documents, pictures
• Conversational forms
SERVICES
Conversational
Messaging for
Customer Service

15. Conversational
Messaging for
Customer Service • Identification (ID&V)
• Budgeting
• Arrangements
• Payment schedule
• Human contact
• AI PTP
PROCESSES

16. Conversational Messaging
for Customer Service
OUTCOMES
Reduction in
door-to-door visits
90% 300%
Increase in
contact rates
60%
Reduction
in Dialler

17. SO WHAT IS MY THESIS?

18. • Digital messaging becomes programable services, a
key Future of Work theme.
• Perhaps ProgrammableCX shouldn’t give it away?
• Conversational API is part of this programmable
future
• Identity and payments are critical processes for RCS

19. THANK YOU
@PaulSweeney