How to improve customer experience on WhatsApp?

Is your company, in fact, taking advantage of the full potential of the communication channels of the market to strengthen the relationship with its customers? In a scenario where speed and customization are increasingly valued by consumers, the challenge is to make yourself present and accessible in the preferred means of your target audience, ensuring an agile and interactive service 'something that, in the face of so many options, can be conquered and enhanced in WhatsApp.

Installed in more than 98% of Brazilian smartphones, according to data released on Wapikit, years ago, this platform has ceased to be just a chat tool, becoming a strategic link capable of transforming the relationship between companies and consumers. It is, today, a channel that offers agility, interactivity and convenience, being widely used both for service and for marketing and sales actions.

Also according to Wapikit, 79% of users have already used the channel to communicate with companies, and 62% made purchases directly through the platform.It is also estimated that 96% of national brands use WhatsApp as the main service channel, and for 86% of sales professionals, the main means of contact with customers and leads. And, there is no shortage of arguments that prove why its growing popularity.

Its average message opening rate is about 98%, according to the same source, vastly surpassing other traditional channels such as email. With its capillarity and adaptable features, the platform offers an unprecedented path to building engagement, trust and loyalty, through personalized messages according to the needs and profile of each customer an important differential in building positive experiences. Not least because, according to another Emplifi study, 63% of users would stop consuming products or services from a brand that are loyal customers if they have a single bad experience.

Communications that consider the name of the customer, their history of interactions and their buying behavior demonstrate attention and care on the part of the company, contributing to the strengthening of the link with the brand, while cold, excessive and non-adherent messages to the interests of each, will only harm their reputation and prosperity. Factors that, even though they are already widely known in the market, have still been harming the quality of service of many organizations.

The impersonality of automated interactions, the delay in responses and the lack of continuity in the service history are challenges still very present in many companies, mainly due to the lack of investment in automation resources with intelligence that ensure the integration of the channel with customer management systems, in order to offer a more fluid and personalized experience.

To ensure that WhatsApp is a really effective channel in the customer journey, it is essential to consider some factors in the development of its strategy, such as speed and clarity in responses, the appropriate language to the brand profile, the responsible use of automations, integration with databases and compliance with the guidelines of Meta & Meta, considering its enormous rigor in managing everything that is trafficked in this channel so that it does not become harmful to the experience of any person.

Avoid, at all costs, the excessive sending of messages, which can be interpreted as spam, harm the image of the company and, in the worst case, be able to lead to the blocking of this account. Integrate the channel with other solutions that favor a fluid and enriched experience, and that allow the completion of complete journeys within the application itself, such as the use of interactive buttons for payments directly in the conversation.

Its union with other features such as CRMs, marketing automation platforms, payment systems, analytics tools and fallback channels is also strategic to increase the efficiency of your campaigns, including automatic redirection mechanisms for RCS, SMS or human service, ensuring continuity of communication even in situations of delivery failure.

WhatsApp transcends the role of a simple messaging application to become a strategic pillar in building strong relationships between companies and consumers, able to optimize customer service, personalize communication and humanize interaction.Your investment with intelligence will provide a genuine connection between the parties, becoming an essential channel to improve the customer experience and thereby elevate brand results.