Sinch predicts 2025 trends in digital customer engagement

Sinch has released its projections for digital customer communications trends in 2025, focusing on advancements in how businesses engage with their customers.

These predictions are informed by Sinch's operation of over 800 billion interactions yearly for more than 175,000 businesses. Jonathan Bean, Chief Marketing Officer of Sinch, stated, "The pace of change in customer engagement is incredible. To succeed, businesses need to innovate, personalise in real-time, and, above all, build trust with their customers. Those who get it right will be the ones leading the way."

Among the trends identified for 2025 is the rising demand for real-time responses. Sinch anticipates that by 2025, 80% of enterprises will employ conversational AI, integrating AI for routine queries with human agents for complex issues. Bizbike, a Belgian eBike provider and Sinch customer, exemplifies this trend, with its AI chatbot now addressing 30% of customer FAQs to enhance satisfaction and allow agents to focus on strategic tasks.

Another trend is the shift towards "context-first" channel orchestration, moving beyond the common debate of choosing between SMS and email. The focus is now on creating seamless multi-channel experiences tailored to customers' geography, message urgency, and preferences. Bean elaborates, "Sophisticated enterprises don't just blindly use SMS and email. They might send SMS to specific customers because they know they're profitable users. They send email to others based on geography or where they are in the customer journey because they know that's what's most effective."

Building customer trust is also set to be critical as incidents of online scams and impersonation attacks increase. Companies are expected to enhance visible security measures, such as verified messages and authenticated emails. The adoption of RCS messaging by Apple and the expansion of BIMI support by Gmail are examples of how verified brand logos alongside communication can reinforce customer trust.

The evolution of notifications into conversations is further anticipated, enabling dynamic interactions and transactions within messages. Using RCS, businesses can turn updates into interactive engagements, allowing customers to schedule deliveries, upgrade flights, or make purchases directly from their messages, enhancing customer interaction.

Additionally, messaging apps are expected to become digital storefronts—a development termed as "conversational commerce." Businesses that adopt this trend can provide a seamless shopping experience within the app itself. Courir, a France-based footwear retailer, is a case in point, using AI shopping assistants to offer personalised shopping experiences that increase return on investment.

Sinch highlights the importance of integration for intelligent engagement, suggesting that connected consumers expect seamless interactions. Companies should aim to map customer data across systems, facilitating interactions that are personal, contextual, and effortless. Investment in technology that aligns communication data will be vital for delivering enhanced customer experiences.

Smarter channel spending is another focus, encouraging businesses to optimise channels based not only on cost but also on value delivered in terms of customer engagement and satisfaction. By developing ROI models that consider these factors, companies can refine their communication strategies for better resource allocation and outcomes.

Robert Gerstmann, Co-founder and Chief Evangelist at Sinch, commented, "These trends show that the future of customer communications will be faster, smarter, and more connected. The businesses that adapt now will be the ones creating the experiences customers truly value."