WhatsApp has established itself as a true customer service counter, showcase, and even cash register for small businesses across Brazil. However, what happens when the volume of messages increases and the organization of customer service starts to fall apart? This challenge can be overcome with the help of technological solutions, which offer the speed and efficiency needed to optimize communication and enhance the customer experience.
Currently, WhatsApp is the main communication channel for SMEs, but many still use this tool in an improvised manner. This harms the customer experience and results in lost sales opportunities,” says César Baleco, CEO of IRRAH TECH, an expert in automation and artificial intelligence solutions for retail. The company offers PlugChat, a platform that helps small and medium-sized businesses professionalize their use of WhatsApp for customer service and relationship management.
According to the 2024 Marketing and Sales Overview by RD Station, 70% of Brazilian companies already use WhatsApp as their main means of contact with customers and leads. ‘The challenge, however, lies in scaling this service without losing control or quality,’ says Baleco.
He explains that technologies like PlugChat can centralize all WhatsApp support through a single number, allowing multiple company agents to respond to customers simultaneously and in an organized manner. The histories are saved, and managers can monitor the team’s performance in real time with clear metrics.
“The business owner no longer needs to worry about whether the customer spoke to one person or another. The conversation is there, in the system, visible to everyone involved. This eliminates confusion and speeds up responses,” says Baleco.
Additionally, the platform integrates with tools like Trello, turning conversations into tasks for other areas of the company, such as technical support, finance, or logistics. This ensures faster deliveries and greater operational efficiency.
Another important feature is the automatic sending of satisfaction surveys at the end of the service. According to Baleco, this functionality helps the business owner understand where improvements can be made. ‘It’s a simple way to listen to the customer without needing complex tools.’
The CEO of IRRAH TECH notes that many SMEs began using WhatsApp casually, responding to messages from their personal numbers. However, he emphasizes that, with the digitalization forced by the pandemic and the rise of e-commerce, the app has become an extension of the business and requires professional tools. ‘It’s about helping small entrepreneurs take that step: moving from improvisation to intelligent, data-driven management,’ says the CEO of IRRAH TECH.
