WhatsApp has long ceased to be just a space for quick chats among friends and family. Today, it is also a showcase, service counter, and even a cash register. In Brazil, 95% of companies already use the platform to interact with customers, according to the International Data Corporation (IDC).
The logic is to be where the consumer is: to serve well, sell, resolve doubts, exchange products, and still keep after-sales active. And, to have the stamina for all this, technology is aided by automation. New tools and the use of Artificial Intelligence (AI) emerge to mitigate errors and save human time.
“The great differential of WhatsApp is to bring companies and customers closer. With the right possibilities, it improves the consumer experience and keeps businesses attentive to what the market demands,” says Alberto Filho, CEO of Poli Digital, a company from Goiás specializing in channel automation.
Among the solutions developed, the automatic conversation summary feature stands out, capable of condensing months of interaction history into just a few lines. The functionality was specially created for teams that share customer service, allowing a new member to quickly understand the contact history. “Our technology facilitates the handover between support and sales, that is, it makes the transition of information between different areas more efficient, ensuring continuity in customer relationships,” explains Guilherme Pessoa, Marketing head.
Another innovation is message scheduling, which eliminates the reliance on paper notes or memory. The correct/improve message button allows refining texts before sending, adjusting from spelling to the tone of voice, which can be friendly, formal, or convincing.
“The strength of WhatsApp lies precisely in bringing the customer and the company together in the same space. With the new possibilities, it is possible to transform this connection into a quality experience and a competitive advantage,” explains the CEO of Poli Digital.
However, the big bet is on PoliGPT, a generative artificial intelligence designed for small and medium businesses. With it, Poli’s clients have access to a premium account on the main conversational AI platforms, being able to plan marketing campaigns, create persuasive messages for mass mailings, and develop more advanced communication strategies with intelligent support, all in one place.
There are also intelligent closure functions with automations that record the reason for the end of a conversation and pave the way for remarketing actions. “This creates an opportunity for future resumption with the customer,” reinforces Guilherme Pessoa, the company’s Marketing head.
For Alberto Filho, the change is structural. “Automation, besides being a gain in efficiency, is a way to maintain proximity and consistency with the customer. When the company understands the history and behavior, the bond becomes stronger and more lasting.”
In the executive’s assessment, the impact goes far beyond operational efficiency: the change is structural. “Automating means shortening distances, maintaining proximity, and maximizing sales. The more the company knows the history and behavior of the customer, the more consistent this bond becomes,” he concludes.
