It is often brushed aside as a hub for gossip but deeper insight suggests that WhatsApp, the world’s most downloaded app could be the business solution you needed this whole time.
More and more entities, with the goal of streamlined communication with their customers are now looking into WhatsApp Business API (Application Program Interface) as their preferred platform to facilitate this communication – here are four reasons why:
1. WhatsApp is the world’s most popular chat app
WhatsApp currently boasts 1.5 billion active subscribers, across 180 countries, making it the world’s most used chat app. Unsurprisingly, it is also the most widely used chat app on the African continent, as well as in South Africa, where nine out of 10 Internet users are active on WhatsApp, according to research findings.
Actually, WhatsApp Business API has the potential to connect businesses with customers in a familiar and privately secure way. By providing services over the channel, organizations can expect to increase the likelihood of customer engagement. This results into loyalty due to convenience, trust and familiarity this chat app provides. As a result, they can ultimately move their business in a new direction by introducing a ‘pull strategy’ that is engaging, interactive and fun and move away from a more costly low ROI (Return On Investment) traditional ‘push strategy’.
2. WhatsApp enables a customer-centered approach to communication
The channel allows companies to leverage content, such as images, sound, documents and video, as well as conversations initiated by themselves or by their customers. Using WhatsApp Business API, a brand can build a rich multimedia two-way communication channel with its customers at an enterprise scale.
The benefits for enterprises is that they can use WhatsApp Business API for a wide range of customer-centered communications and queries that automate processes which include applications, and registrations, status confirmations and updates, location services, transaction alerts, one-time pin’s, Two Factor Authentications (2FA’s) and payment reminders.
Essentially, it is the ideal communication channel for companies that have a large customer base and a large volume of Business to Consumer (B2C) activity. WhatsApp Business API is perfectly positioned to take over this form of communication and provide a self-service channel that is easy to use.
3. WhatsApp can increase automation to deal with critical issues
The benefit of introducing automation via a channel such as WhatsApp Business API into a call centre is that it frees up call centre agents to deal with more intricate and urgent queries.
A recent example of this is a local bus ticketing company that handles a call volume of about 10 000 calls a week. About 80% of the queries being about whether a bus is leaving for a specific destination on a particular day, and what the price of the ticket is and what the time departure is.
Automating the responses via WhatsApp Business API, would take a massive load off the call centre and allow agents to deal with critical issues, such as attending to customers who have bought the wrong ticket, or those trying to trace a refund.
These are typical issues that need human intervention.
Hence, there is no need to fear that chat apps will make humans redundant but could, in fact, create new positions for those who will need to become real-time chat agents, manage the system and teach the chat agents or Chatbot the required language to use.
4. Security is key on WhatsApp
It is also worth repeating that WhatsApp communications are end-to-end encrypted to extremely strong standards. In fact, the chat app’s messages are more secure than many other digital channels and are just as well suited to confidential messages as SMS or email.
By Shaun van Rooyen, Strategic Accounts and Partnerships Manager for Infobip Africa
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