With over 150 million users in Brazil, WhatsApp is also becoming one of the main communication channels between businesses and consumers. However, for thousands of small and medium-sized enterprises (SMEs), the app 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 businesses using personal phones for customer service—no history, no access control, no standardization. The good news is that there is a solution—and it’s neither expensive nor inaccessible,’ he explains.
1. Decentralized and disorganized customer service
Using multiple phones or personal accounts without integration leads to information loss and customer journey breakdown. Today, it is possible to organize conversations in a single dashboard, with multiple agents and interaction logs. ‘Organizing customer service is the first step to building trust and efficiency,’ Pólen summarizes.
2. Delayed responses or absence outside business hours
Expectations for quick responses are increasing. Smart bots programmed to reply automatically outside working hours help keep customers engaged and prevent conversation drop-offs. ‘It’s not about replacing humans but ensuring agility when it matters most,’ the executive says.
3. WhatsApp as a passive channel, without integrated sales
Companies that do not use features like catalogs, carts, and in-app payments are wasting conversion potential. ‘With tools like VendaChat, for example, it’s possible to turn conversations into a full-fledged point of sale. WhatsApp can be more than just a support channel—it can be the business’s main showcase,’ Pólen states.
4. Suspicious messages: Brands and consumers need more security
With the rise of scams and fake profiles on WhatsApp, many consumers are wary of received messages—which directly impacts brand trust. By centralizing communication through an official and verified channel, retailers protect their reputation and offer customers more security. CM Mobile is a Meta-certified platform, ensuring every message sent is legitimate, traceable, and trustworthy.
5. Lack of data and performance indicators
Without metrics on service, returns, or conversions, it’s hard to adjust strategies. Solutions tailored for SMEs already offer simple reports with real-time data.
6. Lack of communication standards and tone
Excessive informality or excessive distance can cause friction. With ready-made and customizable templates, messaging platforms help establish a suitable standard without losing the human touch.
‘Technology is no longer exclusive to large companies. There’s still a misconception that communication solutions are too complex or expensive for retail SMEs. Our role is precisely to break this barrier and show that they are accessible and transformative,’ Kuhnen concludes.
