GHM Communications > News > Blog > Unified Communications: 2022 Market Trends & Drivers (Part 2)

Unified Communications: 2022 Market Trends & Drivers (Part 2)

Posted by: Jo Love
Category: Blog, Oxfordshire telecoms, Tips and advice

Following on from part 1 in this mini-series, we continue with more trends and drivers for the year ahead and beyond.


We recently wrote about how cloud technology integrates. We expect these types of integrations to become increasingly important moving forward, serving as key differentiators as businesses strive to reduce friction for themselves and customers.


The explosion of social media dramatically changed the way customers interact with the brands they purchase.

They want their experience to be excellent from start to finish and demand fast responses from their chosen brands, on their terms, through their preferred channels. Social media offers an instant and often a publicly visible way to achieve this.

A conversation that starts on social media can end on a phone call or vice versa.


The growing influence of AI gives customers the quickest possible response to routine queries.

Customers are increasingly interacting through web chat, including AI-driven chatbots.

According to Business Wire, Generation Z and Millennials are more likely to agree that chatbots make it easier and quicker for their issues to get resolved – a trend we expect to continue.

53% of service-based businesses will be using chatbots by the end of 2021.

34% of users would prefer to ask questions to a chatbot for e-commerce queries.

60% of businesses say that they are now using AI-powered sentiment analysis tools.


The industry has seen unprecedented changes surrounding lockdowns and everyday working habits. We believe these changes will continue into 2022 and beyond.

  • With continuous hybrid working, Telecoms remains a key business investment.
  • Web-based video solutions will continue to see increased usage by businesses.
  • Digital transformations will accelerate.
  • AI chatbots and virtual assistants will grow in popularity.

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