The popularity of WhatsApp as a communication channel for consumers is undeniable. The challenge is how businesses can leverage the power of WhatsApp without affecting the consumer experience? We take a look at some brands that effectively use the WhatsApp Business API to engage their customers and drive brand loyalty.
Why businesses should use WhatsApp for Business
The WhatsApp Business API provides brands a way to engage in two-way messaging with customers via an app they’re most likely already using for everyday conversations. The app offers businesses a convenient and direct gateway to a variety of customer communications and campaigns. Since WhatsApp verifies your business number, the customers are also assured that they are having a one-on-one conversation with a legitimate business.
Customers value actual conversations rather than receiving one-sided brand messages. And your “WhatsApp Business Profile” is now a unique business identity that injects brand elements into your business conversations. You can add telephone numbers, store locations, website links, promotions, and more. WhatsApp Business also lets you add multimedia to messages, including images, videos, and documents.
- Craft a warm greeting message to set the tone.
- Set ‘away’ messages so that the customers are aware of your business hours.
- Resolve queries instantly.
- Share and receive photos, videos, QR codes, documents, or locations.
In a recent study, Boston Consulting Group was commissioned to conduct focussed surveys, and found that half of people engaged in conversational commerce on messaging platforms. And 90% of those take place on Facebook platforms (Facebook, Messenger, WhatsApp).
Today’s customers would rather message customer service than talk on the phone. WhatsApp plays an important role in this aspect as businesses can assist clients resolve their queries.
- sending document guides or voice notes to navigate through their problem
- share order statuses
- sending reminders for an incomplete website action
- sharing receipts or even asking for feedback.
The convenience of WhatsApp drives the engagement, and customers are in regular touch.
See how some businesses are leveraging WhatsApp
KFC South Africa has launched a chat-ordering channel, which allows customers to place orders via WhatsApp – without going to the website or KFC mobile app. The WhatsApp chat-ordering uses guided prompts, emoji-embedded facilitation, and natural language processing to guide customers through the ordering process. All users have to do is answer the questions by replying with a number, a word or an emoji.
LG customers have instant service at their fingertips with their WhatsApp Business solution, providing an enhanced customer experience that builds brand loyalty and trust.
During the coronavirus (COVID-19) outbreak, the Spanish airline Iberia improved its WhatsApp-powered digital assistant to deal with the rapid increase in customer service enquiries and help people find answers to their questions and handle their bookings.
See how some financial institutions are leveraging WhatsApp Business for their account management. Clients can access information about their accounts, or apply for a new one, in real-time from anywhere.
WhatsApp Business chat solutions have quickly gained momentum as a valuable channel to connect with customers, automate conversations, converting sales and building trust with the customers. There are no fixed rules, you can define your own which will add value to your customer.
End-to-end encryption assures customers of private and secured communication, and at the same time adds another layer of credibility to the business. This all helps in strengthening your brand identity which instils trust and confidence in your customers.