Banks are actively switching to Telegram bots in communication with customers
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By autumn, the number of banks that use Telegram bots to communicate with customers has grown 2.5 times. This happened against the background of blocking Facebook (owned by Meta, recognized as extremist and banned). Also, in total, since the end of 2021, the number of chatbots of banks on different platforms has grown by 27%, voice assistants – by 45%. The newspaper reported Vedomosti with reference to a study by Naumen.
Naumen conducted the study from August 8 to September 18, 2022. It was attended by 102 retail banks, including Sberbank, VTB, Raiffeisenbank, Alfa-Bank and many others.
According to the study, large (assets over 1 billion rubles) and medium-sized (from 100 million to 1 billion rubles) banks were most actively implementing chatbot technologies. They account for 87% of banking bots.
The majority (18%) of banks use chatbots of their own websites for their work. Another 13% have chatbots on Telegram, 5% on WhatsApp, and 4% on Viber. In VKontakte and Odnoklassniki, 1% of banks advise clients. The study did not analyze Instagram and Facebook due to their blocking, although in 2021 they accounted for 53% and 55%.
Against the background of the ban on Instagram and Facebook, banks actively began to move to other platforms. The use of Telegram for marketing purposes tripled to 72%, and for customer service doubled to 19%.
Previously, Naumen reported that the quality of banking service by phone fell sharply in 2022 amid sanctions and internal restrictions. At the same time, banks began to actively implement voice assistants and chatbots, which allowed them to reduce costs.
More details – in the material “Kommersant” “Banks stuck on the line”.
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