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 begins to break down? This challenge can be overcome with the help of technological solutions, which offer the agility and efficiency needed to optimize communication and improve 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, a specialist 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 RD Station’s 2024 Marketing and Sales Panorama, 70% of Brazilian companies already use WhatsApp as their primary 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 customer service interactions under a single number, allowing multiple company representatives to respond to customers simultaneously and in an organized manner. Conversation histories are saved, and managers can monitor team performance in real time with clear metrics.
“The business owner no longer needs to worry about whether the customer spoke with one person or another. The conversation is there, in the system, visible to everyone involved. This eliminates noise 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 customer service. According to Baleco, this functionality helps business owners understand where they can improve. “It’s a simple way to listen to the customer without needing complex tools.”
The CEO of IRRAH TECH notes that many SMEs started using WhatsApp casually, responding to messages from their personal numbers. However, he emphasizes that with the forced digitalization due to the pandemic and the growth 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.
