Playbook | WhatsApp Business for CX
WhatsApp is transforming the CX landscape with laggards being left behind by faster-moving competitors. It's important to understand why the WhatsApp Business API is set to become a core pillar of medium-to-large enterprise CX strategies.
First, traditional channels are struggling — for instance, only 25% of emails are opened compared to 98% of mobile messaging. Second, consumers want faster, more personalized customer experiences delivered via mobile. This demand, initially driven by Generation Z (21 years old or under), has now crossed over into the mainstream.
With over 1.5 billion users in 180 countries, WhatsApp is ideally placed to meet the emerging consumer demand for fast, efficient 'conversational commerce'.It's the most popular messenger app globally, boasting over 1 billion active accounts with 65 billion messages sent every day. It also represents a huge opportunity for enterprise to service their customers on a platform they're familiar and at ease with.
From repeatedly entering payment details to waiting for a call to be picked up, customers hate friction. WhatsApp addresses these traditional pain points, optimizing the experience throughout the customer's journey, all within the messaging app.
Enterprise has a serious problem—a majority of customers don't trust them to securely manage their data or respect their privacy. For instance, 68% of consumers feel concerned about their security on the internet. Of this group, most are nervous about banking/financial transactions and online shopping. To combat these fears, the WhatsApp API solution offers verification badges, two-factor authentication and end-to-end encryption.
Benefit from the best of both worlds by combining WhatsApp Business API with existing enterprise systems. Depending on the enterprise's existing tech environment, it can choose different integration paths when partnering with a WhatsApp Business Solution provider.
WhatsApp for business is already delivering for many companies across multiple sectors. Key success metrics are presented from various industry sectors.
Jean Shin is tyntec’s Strategic Marketing Director. As a seasoned content strategist and editor, Jean excels in connecting key business insights with technological innovations and helping organizations create greater value through co-creation. A transplant from New York, Jean now lives in Munich. Building on her 10 years of experience with Samsung’sDigitAll publication, she continues to cover the mobile industry.
