WhatsApp for Business has seen a significant rise in popularity, with brands using it as a channel for customer engagement. However, navigating this platform can be challenging due to the blurred lines between personal and professional WhatsApp engagements. While some customers may prefer to keep WhatsApp for personal conversations, others find it convenient for interacting with brands and retailers. As brands venture into WhatsApp for Business, there are several considerations they should keep in mind.
First and foremost, brands need to tread carefully when it comes to using WhatsApp as a customer engagement channel. While it is true that WhatsApp is considered one of the best channels to get consumers’ attention, many consumers are protective of their personal channels, including WhatsApp. Studies have shown that 52% of consumers want to keep personal channels just for personal use. Brands must earn their right to be in these personal spaces by understanding their audience and their preferences. Consent is also crucial, with 22% of consumers stating that they would consider opting into WhatsApp communications if they had explicitly given their consent.
Personalization is another key factor in successfully utilizing WhatsApp for Business. Tailoring content to individual customers is essential, as it enhances the receptiveness of messages on personal communication channels. Studies have revealed that 41% of consumers would be more receptive to messages on WhatsApp if they were hyper-personalized. Furthermore, 50% of respondents indicated that they are less forgiving when sent irrelevant information on WhatsApp. Therefore, brands must ensure that the messages they send align with the customer’s broader profile and interests.
WhatsApp for Business should be seen as an opportunity for brands to better understand and serve their customers. Instead of allowing potentially valuable insights to remain within the platform, brands should aim to integrate WhatsApp data into a unified customer profile. This can be achieved through a Customer Data Platform (CDP), which allows brands to access and analyze data shared by customers on WhatsApp. By incorporating WhatsApp data into unified profiles, brands can gain insights into customer preferences, purchase history, accessibility needs, preferred interaction times, and interests, among other details. This data can then be used to enhance the customer service experience across all communication channels.
Artificial Intelligence (AI) can play a crucial role in maximizing the potential of WhatsApp for Business and ensuring personalized interactions. By leveraging AI, brands can sort and interpret data from the CDP to create tailored communications at scale. For promotional messaging, AI can help marketers deliver personalized offers and product recommendations to individual customers, ensuring that messages are relevant and engaging. Additionally, AI-powered chatbots can enhance customer service by automatically filtering and responding to queries, speeding up response times, and providing valuable customer context to human agents.
Providing a breadth of choice is also essential when utilizing WhatsApp for Business. While WhatsApp offers a powerful means of communication, brands must recognize that some customers may prefer other channels for queries or promotions. Brands should make it easy for customers to share their communication preferences, allowing them to choose the channels through which they prefer to receive information. By providing a variety of communication options, brands can cater to the diverse preferences of their customer base and avoid digital exclusion.
Lastly, brands must consider data security and privacy when using WhatsApp for Business. As WhatsApp is frequently used for customer service and may contain confidential or sensitive information, data security is of utmost importance. While WhatsApp itself employs end-to-end encryption to protect exchanges, brands must handle customer data securely on their end as well. Transparent data retention policies, along with clear explanations of data usage and security measures, help build trust with customers. It is also important to give customers the option to request deletion of their data if desired.
In conclusion, WhatsApp for Business is a powerful tool for customer engagement, but brands must approach it carefully to ensure success. By understanding their audience, personalizing content, integrating WhatsApp data into a unified profile, leveraging AI, providing a breadth of communication options, and prioritizing data security, brands can effectively utilize WhatsApp for Business and deliver value to their customers while building trust.
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