Is your company truly leveraging the full potential of market communication channels to strengthen its relationship with customers? In a scenario where speed and personalization are increasingly valued by consumers, the challenge is to be present and accessible through your target audience's preferred channels, ensuring quick and interactive service – something that, given so many options, can be achieved and enhanced on WhatsApp.
Installed on more than 98% of Brazilian smartphones, according to data released by Wapikit, this platform has long since ceased to be just a chat tool, becoming a strategic link capable of transforming the relationship between companies and consumers. It is today a channel that offers agility, interactivity, and convenience, being widely used for both customer service and marketing and sales actions.
According to Wapikit, 79% of users have already used the channel to communicate with companies, and 62% have made purchases directly through the platform. It is also estimated that 96% of national brands use WhatsApp as their main customer service channel, being the primary means of contact with clients and leads for 86% of sales professionals. And there are no shortage of arguments proving why its popularity is growing.
Your average message open rate is about 98%, according to the same source, significantly surpassing other traditional channels like email. With its reach and adaptable features, the platform offers an unprecedented path to building engagement, trust, and loyalty through personalized messages tailored to each customer's needs and profile – an important differentiator in creating positive experiences. Because, according to another Emplifi study, 63% of users would stop consuming products or services from a brand they are loyal to if they have a single bad experience.
Communications that consider the client's name, interaction history, and purchasing behavior demonstrate attention and care from the company, contributing to strengthening the bond with the brand, while cold, excessive messages that do not align with each individual's interests will only harm your reputation and prosperity. Factors that, despite being widely known in the market, still harm the quality of service in many organizations.
The impersonality of automated interactions, the delay in responses, and the lack of continuity in the service history are still significant challenges in many companies, mainly due to the lack of investment in intelligent automation resources that ensure the integration of the channel with the client's management systems, in order to provide a smoother and more personalized experience.
To ensure that WhatsApp is truly an effective channel in the customer journey, it is essential to consider some factors in developing your strategy, such as response speed and clarity, language appropriate to the brand's profile, responsible use of automations, integration with databases, and compliance with Meta's guidelines – considering its strictness in managing everything transmitted through this channel to prevent it from becoming detrimental to anyone's experience.
Avoid, at all costs, sending excessive messages, which can be interpreted as spam, harm the company's image, and in the worst case, lead to the blocking of this account. Integrate the channel with other solutions that promote a smooth and enriched experience, allowing the completion of full journeys within the app itself, such as using interactive buttons for payments directly in the conversation.
Your integration with other resources such as CRMs, marketing automation platforms, payment systems, analytics tools, and fallback channels is also strategic to enhance the efficiency of your campaigns, including automatic redirection mechanisms to RCS, SMS, or human support, ensuring communication continuity even in delivery failure situations.
WhatsApp transcends the role of a simple messaging app to become a strategic pillar in building strong relationships between companies and consumers, capable of optimizing customer service, personalizing communication, and humanizing interaction. Your investment with intelligence will provide a genuine connection between the parties, becoming an essential channel to improve the customer experience and, consequently, enhance brand results.
