Is your company truly taking full advantage of the communication channels in the market to strengthen the relationship with your customers? In a scenario where speed and personalization are increasingly valued by consumers, the challenge is to be present and accessible in your target audience’s preferred channels, ensuring swift and interactive service – something that, amid so many options, can be achieved and enhanced on WhatsApp.
Installed on over 98% of Brazilian smartphones, according to data from Wapikit, for years now, this platform has gone beyond being just a chat tool, becoming a strategic link capable of transforming the relationship between companies and consumers. Today, it is a channel that offers speed, interactivity, and convenience, widely used for both customer service and marketing and sales initiatives.
Also according to Wapikit, 79% of users have already used the platform to communicate with companies, and 62% made direct purchases through it. It is also estimated that 96% of national brands use WhatsApp as the main customer service channel, being the primary means of contact with clients and leads for 86% of sales professionals. And there is no shortage of arguments to prove why its popularity is continuously growing.
Your average message open rate is around 98%, according to the same source, far 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 the needs and profile of each client – an important differentiator in creating positive experiences. After all, 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 customer’s name, their interaction history, and their purchasing behavior demonstrate attention and care on the part of the company, contributing to strengthening the bond with the brand, while cold, excessive, and non-relevant messages will only harm their reputation and prosperity. These factors, although widely known in the market, continue to impact the service quality of many organizations.
The impersonality of automated interactions, delayed 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 customer management systems to provide a smoother, personalized experience.
To ensure that WhatsApp is a truly effective channel in the customer journey, it is essential to consider some factors in the development of your strategy, such as speed and clarity in responses, language appropriate to the brand’s profile, responsible use of automations, integration with databases, and compliance with Meta’s guidelines – considering their strictness in managing everything that is trafficked on this channel so as not to become harmful to anyone’s experience.
Avoid, at all costs, the excessive sending of messages, which can be interpreted as spam, harm the company’s image, and, in the worst cases, lead to the blocking of this account. Integrate the channel with other solutions that favor a smooth and enriched experience, allowing the completion of full journeys within the application itself, for example, through the use of 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 elevate the efficiency of your campaigns, including mechanisms for automatic redirection to RCS, SMS, or human assistance, ensuring communication continuity even in delivery failure situations.
WhatsApp transcends the role of a simple messaging application to become a strategic pillar in building strong relationships between companies and consumers, capable of optimizing service, personalizing communication, and humanizing interaction. Your investment with intelligence will provide a genuine connection between parties, becoming an essential channel to enhance the customer experience and, consequently, improve brand results.
