BCG: 87% of Indonesians Prefer Messaging for Business Communication
A new survey indicates 87% of Indonesians favor messaging apps for interacting with businesses. BCG's analysis highlights the importance of personalization and AI.
A significant majority of Indonesians, 87%, prefer using instant messaging apps to communicate with businesses, according to an analysis by management consulting firm BCG. The findings, drawing from Meta Indonesia and Kantar data, highlight this preference based on September 2024 insights.
The research suggests that engagement via messaging can enhance customer relationships and retention. BCG analyst Huy Nguyen-Tuong and the country director of Meta Indonesia noted that successful adoption of messaging platforms requires personalized responses, integration of AI technology, and measuring performance with value-driven metrics.
The article emphasizes that businesses should integrate instant messaging across all customer interactions, not just for isolated use cases. The authors advocate for a comprehensive approach to this evolving communication landscape.
BCG's analysis points to messaging as a primary channel for business-to-consumer communication in Indonesia. Companies aiming for success must adapt by delivering timely, personalized, and value-generating services through these platforms.