WhatsApp: 54% of consumers prefer the app to chat with businesses

According to research CX Trends 2024, conducted by Octadesk in partnership with Opinion Box, 54% of consumers chose the app as their preferred channel for talking to companies. This behavior reveals not only a preference, but also a need.

Rodrigo Ricco, Founder and General Director of Octadesk, says that investing in WhatsApp as a service channel is, first of all, connecting with the modern consumer.“The current customer seeks quick solutions, and who offers this service channel becomes the obvious choice. Today it is no longer just a tool, but a revolution in the relationship between brands and customers. Those who do not adapt to this new reality risk falling behind”, warns the expert.

Rodrigo highlights that the integration of different communication channels is important to meet the expectations of the current consumer, who seeks flexibility when interacting with brands. “Companies that offer an omnichannel approach 'where the customer can start the conversation on one channel and continue on another, without losing the context 'tend to create a more fluid and personalized experience”. According to the survey, tools such as email (49%) and chat on the site (45%) still play a relevant role, but WhatsApp stands out for its accessibility and massive use among Brazilians.

Another important point is the impact that the use of the Meta application can have after the sale or hiring of a service, turning the service into a competitive advantage. Ricco points out that a quality service goes beyond the initial sale: it creates a continuous relationship, ensuring that the customer returns and, more importantly, recommends the brand to other people. “O WhatsApp, in this context, is a powerful tool to nurture this relationship, offering quick answers, customization and, especially, a more human and close communication”, concludes.

To check the full survey, go to: https://europadigital.com.br/cx2024/