WhatsApp has established itself as a true service counter, showcase, and even cash register for small businesses throughout Brazil. However, what happens when the message volume increases and the organization of the service begins to fall apart? This challenge can be overcome with the help of technological solutions that offer the necessary agility and efficiency to optimize communication and improve the customer experience.
Currently, WhatsApp is the main communication channel for SMEs, but many still use this tool in an improvised manner. This hinders the customer experience and results in missed sales opportunities,” says César Baleco, CEO of IRRAH TECH, a specialist in automation and artificial intelligence solutions for retail. The company offers PlugChat, a platform that helps small and medium-sized enterprises professionalize the use of WhatsApp in customer service and relationship management.
According to the 2024 Marketing and Sales Panorama by RD Station, 70% of Brazilian companies already use WhatsApp as the main means of contact with their customers and leads. ‘The challenge, however, is to scale this service without losing control or quality,’ says Baleco.
He explains that technologies like PlugChat can centralize all WhatsApp service in a single number, allowing several company representatives to respond to customers simultaneously and in an organized manner. Histories are saved, and managers can monitor team performance in real-time with clear metrics.
‘The business owner no longer has to worry about whether the customer spoke with one person or another. The conversation is there, in the system, visible to all involved. This eliminates noise and speeds up responses,’ says Baleco.
In addition, the platform integrates with tools like Trello, turning conversations into tasks for other areas of the company, such as technical support, financial, or logistics. This ensures delivery agility and more operational efficiency.
Another important feature is the automatic sending of satisfaction surveys at the end of the service. According to Baleco, this functionality helps the entrepreneur understand where improvements can be made. ‘It is a simple way to listen to the customer without the need for complex tools.’
The CEO of IRRAH TECH comments that many SMEs started using WhatsApp casually, responding to messages from their personal number. However, he emphasizes that with the forced digitalization by the pandemic and the advancement of e-commerce, the application has become an extension of the business and requires professional tools. ‘It is to help the small entrepreneur take that step: move away from improvisation and enter into smart management guided by data,’ says the CEO of IRRAH TECH.
