According to the researchCX Trends 2024, conducted by Octadesk in partnership with Opinion Box, 54% of consumers chose the app as their preferred channel to communicate with companies. This behavior reveals not only a preference but also a necessity.
Rodrigo Ricco, Founder and General Director of Octadesk, states that investing in WhatsApp as a service channel is, above all, connecting with the modern consumer. "The current customer seeks quick solutions, and those who offer this service channel become the obvious choice. Today, it's 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 integrating different communication channels is important to meet the expectations of today's 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 context—tend to create a more seamless and personalized experience. According to the research, tools such as email (49%) and website chat (45%) still play a significant role, but WhatsApp stands out for its accessibility and widespread use among Brazilians.
Another important point is the impact that using Meta's app can have after a sale or service contract, turning customer service into a competitive advantage. Ricco emphasizes that quality service goes beyond the initial sale: it creates an ongoing relationship, ensuring that the customer returns and, more importantly, recommends the brand to others. "WhatsApp, in this context, is a powerful tool to nurture this relationship, offering quick responses, personalization, and, most importantly, a more human and close communication," he concludes.
To check out the full research, go to:https://europadigital.com.br/cx2024/
