Instant access, self-service and mobility, the key drivers of born-digital companies From their emergence to the present, born-digital companies have driven several changes in customer behavior. Instant access to products and services, the idea of “try and buy”, an appetite for self-service and the consumption of goods from cell phones all add to the boom of digital channels. Customers have progressively sought to communicate with companies through an ever-increasing number of contact media and different variations of those media, and born-digital companies have managed to respond appropriately. For example, while the ability of an agent to chat with a customer via a website has been around for more than a decade, the chat has expanded to mobile devices. In addition, the agent can be an Artificial Intelligence (AI)-driven chatbot or a textbot. As the world changed around them in 2020, customers changed with it and adopted new habits that will endure over time. For example, nearly one-third of customers started buying from new brands during the pandemic, and 64% used new channels to do so3. While messaging applications were already very popular, particularly in Latin America and Asia, their use has increased. Unlike a live chat, messaging does not require customers to wait for a response and the conversation can continue at any time from where the customer left off. So, we are not surprised that of the 40% of companies that added a new channel during the pandemic, 53% opted for messaging (including WhatsApp)4. Today, context and urgency determine the customer’s channel of choice. On the one hand, automated channels are the number one choice for anyone born in this century, Context and urgency determine the customer’s channel of choice 3 Zendesk Benchmark 2020 4 Zendesk Benchmark 2020