With more than 150 million users in Brazil, WhatsApp is also becoming one of the main communication channels between companies and consumers. However, for thousands of small and medium-sized enterprises (SMEs), the application is still used in an improvised manner, which directly impacts the quality of service and business opportunities.
According to Pólen Kuhnen, country manager of CM Mobile in Brazil, there is a gap between the popular use of WhatsApp and its strategic application by SMEs. “We still see many companies using personal phones to answer, without history, without access control, without standardization. The good news is that this has a solution – and it is not expensive or inaccessible”, he explains.
1. Decentralized and disorganized service
Using multiple phones or personal accounts without integration leads to information loss and breaks in the customer journey. Currently, it is possible to organize conversations in a single panel, with multiple attendants and registration of interactions. “Organizing service is the first step to generating trust and efficiency”, Pólen summarizes.
2. Delayed responses or absence outside business hours
The expectation for quick responses is growing. Intelligent bots programmed to respond automatically outside business hours help maintain customer engagement and prevent conversation abandonment. “It’s not about replacing humans, but ensuring agility when it matters most”, says the executive.
3. WhatsApp as a passive channel, without integrated sales
Companies that do not use resources like catalog, cart, and payment within the app are wasting conversion potential. “With tools like VendaChat, for example, it’s possible to turn the conversation into a complete point of sale. WhatsApp can be more than just a channel for questions. It can be the main showcase of the business,” says Pólen.
4. Suspicious messages: It is necessary to ensure more security for brands and consumers
With the increase in scams and fake profiles on WhatsApp, many consumers are skeptical of the messages received — which directly impacts trust in the brand. By centralizing communication on an official and verified channel, the retailer protects their reputation and offers more security to the customer. CM Mobile is a platform certified by Meta, ensuring that each sent message is legitimate, traceable, and reliable.
5. Lack of data and indicators
Without metrics on service, feedback, or conversion, it’s difficult to adjust strategies. Solutions aimed at SMEs already offer simple reports with real-time data.
6. Lack of standard and tone in communication
Excessive informality or aloofness can lead to noise. With ready-to-use and customizable templates, messaging platforms help establish an adequate standard without losing the human touch.
“Technology is no longer exclusive to large companies. There is still a false impression that communication solutions are too complex or expensive for retail SMEs. Our role is precisely to break down this barrier and show that they are accessible and transformative,” concludes Kuhnen.
