In today's fast-paced digital landscape, engaging with users is more important than ever. As a business, having a direct line of communication with your customers can increase customer satisfaction and loyalty. According to a study, 85% of businesses will provide direct communication channels like live chat to their customers by 2022. That's where in-app messaging comes in, offering a convenient and effective way to communicate with users at their fingertips.

In-app messaging is becoming an increasingly popular to reach product and app users, making it a critical component of a strong customer engagement strategy. It has proven to be an effective tool for improving user engagement, driving sales, and increasing user retention. With the rise of mobile app usage and the ever-increasing competition, it's essential for businesses to understand the value of in app messaging and how it can benefit their growth prospects.

Imagine a world where your app resembles a bustling metropolis, teeming with engaged users and crowded with activity. Fascinating, for sure. But how do you transform this vision into a reality? The answer is simple: by understanding and optimizing your app engagement metrics. Without measuring user engagement, you're flying blind - you'll never know which areas of your app are thriving and which need improvement.

Our daily lives now rely heavily on mobile apps, with millions of people using them for everything from messaging and social media to shopping and entertainment. However, with so many apps available, it can be challenging to stand out and attract a large and engaged user base. This is where app engagement comes in. Data plays a crucial role in interpreting app engagement. By tracking engagement metrics, companies can make data-driven decisions to improve the app and increase conversion rates.

The technological advancements in the last decade have allowed significant improvements in the customer service environment. One of such innovations is in-app chat. In-app chat allows users to get their questions answered right at the spot while using a certain app.

User engagement is the process through which users can interact with your app for its intended purpose. It is the fundamental pillar of effective app strategies. As per research, app engagement increased by 30% between 2019 and 2020 and 7% between 2020 and 2021. Even though acquiring new customers is challenging in its own right, it becomes even more complicated when the space is highly contested among different brands competing for users' attention.

Communication plays a crucial role in building long-term relations with clients. Businesses have multiple ways of communicating with their clients, including voice calls, messages, and emails. Among all channels, messaging is becoming increasingly popular due to its directness, ease, and comfort. However, when discussing about their communication channels, many businesses have a dilemma regarding chat vs. SMS.

Customers expect quick financial services from their banks as conveniently as possible. A recent Deloitte research points out this trend as banks try to distinguish themselves from their competitors by offering better customer service and enhancing customer experience. Leveraging fintech solutions and digital transformation, many traditional financial organizations are increasingly adopting chat banking, one of the recent addition to the banking industry glossary.