January 10, 2020

WhatsApp in Customer Service: Advantages and Recommendations

Did you know WhatsApp was the most downloaded app of 2019? 709 million downloads globally, reaching 1.6 billion users!

In the last few years, it toppled social media, email, and phone to become the most widely used channel in the world for interacting with family and friends.

Plus, according to Statista, it’s the app where users spend the most time per session. In less than 5 years, sent messages were doubled: 65 billion per day globally.

Undoubtedly, WhatsApp is leading the messaging market. The latest thing? Now it's also one of the most widely used apps for corporate communication.

More than 3 million companies use WhatsApp for building more personal, fluid and multimedia relationships with their customers, such as Banco Bolivariano and General Motors.

WhatsApp in Customer Service: What are the main advantages?

It’s no news that consumers want an efficient service. They want immediacy, customization and an omnichannel service more than ever, and their expectations have never been so high.

At the same time, companies are constantly looking to strengthen ties with their customers.

WhatsApp, together with other messaging apps, can meet both customers’ and companies’ needs. How?

Here are some of its main advantages:

1. Communicate on your customers' favorite channel

People are now doing everything from their smartphones and spend most of their time interacting via different apps, especially messaging ones.

By offering customer service this way, users don’t have to go to other platforms.

However, the challenge is not only to be present on the channel but also provide the same quality of service on all the other ones. It’s all about offering an omnichannel service.

Related article: Omnichannel Customer Service: Why should you implement it in your business?

As a result, there’s a higher degree of interaction and a shorter average response time when compared to other channels.

2. Within reach of your customers, in their own time

Messaging apps allow both the customer and the service agent to pick up the conversation when, how and where they want.

With conversations that are not necessarily synchronic, companies manage to get into the modern consumer’s routine and help them in a way that's smarter and more convenient.

In this way, consumers don’t have to stay on the phone for what seems like forever until their problems are solved. They can just send a message and get on with their lives until they get a response.

3. Just like a conversation between friends

Messaging apps are more personal and allow for more empathetic conversations.

While email can be a slow and bureaucratic channel, these apps develop a one-to-one digital communication between the customer and the representative, creating closer interactions.

And why not using natural language, gifs, emojis, and memes, just like a conversation with a friend? This will definitely offer a special touch and strengthen the bond with the customer.

4. A more efficient service

According to Execs in the Know, a live chat costs $3 US per interaction, while this cost is as low as $1 US on instant messaging apps.

On the other hand, customer service agents can assist about 15 customers per hour over the phone, versus 60 customers in the same period of time with messaging apps.

And that’s not all! These apps not only help companies reduce costs but they also contribute to the fact that fewer customers will be waiting for an available agent, which reduces wait times and avoids unnecessary frustration.

5. Robots also chat through WhatsApp!

Many companies are also choosing to add chatbots to WhatsApp in order to automate and speed up customer service processes. This allows customers to get help 24/7 and answers to FAQs immediately.

In this way, customers can get answers to questions like “Can I pay with my debit card?” or “What’s my order status?” at any time, instantly.

Recommendations

That said, we have some recommendations for companies to take into account when adding this channel to their strategy. As we always say, the success of a new channel lies not just in its implementation, but in the correct application.

Here are some important tips to remember when it comes time to implementing WhatsApp.

- Let everybody know you're on WhatsApp

You need to let your customers know they can use WhatsApp to reach you; otherwise, they won’t consider it. It’s also advisable to use this channel in the customer journey stages where it’s most relevant.

- Know your customers and constantly improve the experience

Every customer is unique and it’s really important to know their preferences and behaviors.

To make sure the experience is always improving, it’s good to monitor specific metrics, like average response time or customer satisfaction. As Martin Frascaroli, Aivo’s CEO says, “You can't improve what can't be measured.”

- Use the brand's tone of voice

The brand’s tone has to be present in all communications and channels in order to strengthen its identity and be consistent. However, every channel works its own way.

With WhatsApp, you should interact with short messages, gifs, emojis, multimedia content, and even audio messages!

Like we already said, take advantage of this channel to communicate with your customers as if you were a close friend.

- Add value through transactional communication

When we talk about customization, we don't just mean calling customers by their name. The best way to do this is by adding value, which involves giving truly useful and personalized information.

It’s best to connect WhatsApp to the user’s existing information for letting them know when their order will arrive, remind them of their balance or offer them products or services they might be interested in, etc.

And another super important factor: no spam!

- Use artificial intelligence for automating the experience

Immediacy, 24/7 availability and automatic responses to FAQs are some of the benefits of artificial intelligence in customer service, and WhatsApp is no exception.

It will not only solve the majority of queries without talking to a representative, but it will also satisfy your customer in a few seconds.

If you already have a chatbot or you’re planning to and don’t know how to leverage it with WhatsApp, in the following article we share the 9 most important tips for creating the best automated experience in WhatsApp with AI solutions.

Conclusion

As consumers’ behaviors and preferences evolve, it’s important for companies to do the same.

Using WhatsApp for customer service allows for more efficient and customized communication with customers, which leads to a better experience, increased loyalty, and a stronger long-term bond with your audience.

Plus, it not only enables companies to provide better service but also positions them as innovative, humane and modern, which stands out in the market.

As Martin Frascaroli, Aivo’s CEO says, “In a competitive, constantly transforming digital ecosystem, adapting to these new dynamics is the only and most important way of survival.”

Are you looking for new ways to improve your CX?

Our customer service solutions powered by conversational AI can help you deliver an efficient, 24/7 experience  to your customers. Get in touch with one of our specialists to further discuss how they can help your business.