With over 150 million users in Brazil, WhatsApp is also establishing itself as one of the main communication channels between companies and consumers. However, for thousands of small and medium-sized enterprises (SMEs), the application 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 companies using personal cell phones to attend calls, without history, access control, or standardization. The good news is that this has a solution — and it's not expensive or inaccessible," he explains.
1. Decentralized and disorganized service
Using multiple cell phones or personal accounts without integration leads to information loss and disruption in the customer journey. Currently, it is possible to organize conversations in a single panel, with multiple attendants and interaction records. "Organizing the service is the first step to generate trust and efficiency," summarizes Pólen.
2. Delay in responses or absence outside of business hours
The expectation for quick responses is growing. Smart bots programmed to respond automatically outside of business hours help keep the customer engaged and prevent conversation abandonment. "It's not about replacing humans, but ensuring agility when it matters most," says the executive.
3. WhatsApp as a passive channel, without integrated sales
Companies that do not utilize features such as catalogs, shopping carts, and in-app payments are wasting conversion potential. "With tools like VendaChat, for example, it is possible to turn the conversation into a complete point of sale. WhatsApp can be more than just a question channel. It can be the main showcase of the business," affirms Pólen.
4. Suspicious messages: More security must be ensured for brands and consumers
With the increase in scams and fake profiles on WhatsApp, many consumers distrust the messages they receive — which directly impacts brand trust. By centralizing communication in an official and verified channel, the retailer protects their reputation and provides greater security to the customer. CM Mobile is a platform certified by Meta, ensuring that every message sent is legitimate, traceable, and reliable.
5. Lack of data and indicators
Without metrics on service, response, or conversion, it is difficult to adjust strategies. Solutions aimed at SMEs already offer simple reports with real-time data.
6. Lack of consistency and tone in communication
Excessive informality or detachment can cause noise. With ready-made and customizable templates, messaging platforms help establish an appropriate standard without losing the human touch.
"Technology is no longer the exclusive domain of large companies. There is still a false impression that communication solutions are complex or too expensive for retail SMEs. Our role is precisely to break this barrier and show that they are accessible and transformative," concludes Kuhnen.
