WhatsApp consolidates as a favorite channel of brands during Customer Week, Zenvia survey points out

An exclusive survey conducted by Zenvia Inc. (NASDAQ: ZENV), which enables companies to create personal, engaging and fluid experiences throughout the consumer journey, reveals what were the main terms and behaviors of consumers on Customer Day. The study, based on the interaction between the customer portfolio and end users, revealed that between August 15 and September 21, more than 280 Thousand communications in reference to the commemorative date. the study also found that the WhatsApp already accounts for most of these actions, with more than 63% of participation, leaving the email in the background.

“O WhatsApp has already ceased to be just a relationship channel to become a strategic business asset.The preference of brands for the app on Customer Day proves the potential for proximity and conversion that it brings on critical dates for sales and loyalty”, explica Gilsinei Hansen, VP of Business and Marketing, Zenvia.

Offers dominate, but there is room for loyalty

The survey also shows that the promotional appeal predominates: on the Day and the Week of the Customer, 88% of the messages were associated with offers and discounts. Messages to congratulate consumers on the date were the choice of the minority. This is evident in the most prevalent words: day, customer and off, in reference to discounts offered in the period.

“This data highlights the opportunity to mature the strategy. The consumer already expects offers and feels more valued when he perceives the genuine attention of brands. Therefore, the next step is to get out of the dependence on the discount and offer a communication that focuses on” loyalty, he reinforces Hansen.

Preference for the Client Day‘

The analysis also identified the preference of organizations for the terms that refer to the seasonal date ‘ Client's Dossier’, with almost 145 Thousand interactions, with 84% sent by WhatsApp.

Then appears a ‘ Client's’, with 100.5 thousand records, 51% of them via WhatsApp. 

Already ‘ Client's’ and ‘ Consumer's’ they had little expression, with less than 1/5 of the volume of the seasonal date, according to Zenvia.

“O message is clear: the Customer Day has already entered the sales calendar and WhatsApp is the engine of this connection. Whoever can go beyond the discount and turn the date into a moment of experience and true relationship with the consumer will get ahead. This is the competitive differential that we are already seeing happen in the market”, he concludes Hansen.