Those are the terms Intercom and Drift are using to describe their offerings. Instead of the technology (live chat), they are focusing on what they are used for (messaging with customers, marketing via conversations).

People who weren’t actively looking for the technology of “live chat” are likely interested in messaging with customers, so Intercom seems to be the only product for them to do so.

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Andrea F Hill

Sr UX Specialist with Canada Revenue Agency, former web dev and product person. 🔎 Lifelong learner. Unapologetic introvert. Plant-powered marathoner. Cat mom.