Facebook-owned WhatsApp had greater than 200 million energetic users in India as of February 2017. Given the massive user base, several agencies, massive and small, are leveraging the messaging platform’s WhatsApp Business app — an supplying launched in January remaining 12 months. The organization recently stated that greater than 5 million companies around the arena use the platform. From disseminating facts to presenting customer support, WhatsApp is speedy emerging as a reachable device for organizations to engage with purchasers successfully.
Saying it better
For online tour services corporation MakeMyTrip, WhatsApp solves refund and price tag related problems. Saujanya Shrivastava, group CMO, MakeMyTrip, says that by offering customer service over WhatsApp, the organization sees a 15% reduction in refund-associated calls to its purchaser care centers. The employer additionally makes use of WhatsApp to offer customers with a way to receive and retrieve their reserving data.
Meanwhile, meals delivery employer Swiggy, too, experimented with the platform, often to inform clients approximately the fame of their order. It also incorporated a map-based order monitoring gadget so customers can be knowledgeable about the vicinity of the transport executive in actual time.
Online ticketing platform BookMyShow, observed out via its in-house survey that around ninety-eight % of users opt for communication thru WhatsApp, rather than over SMS or email. The employer says the platform permits sending richer statistics, resulting in higher person enjoy, compared to traditional textual content messaging or SMS. For example, it permits QR code, that’s a considered necessary for entry into cinema halls, to be to be had offline.
Marketers, in standard, agree that the platform is effective to improve person studies in preference to as an advertising device. A BookMyShow spokesperson stocks that going ahead, it’ll take a look at adding greater use instances together with allowing customer support at once thru WhatsApp and sharing applicable content material with users based on their pastimes. For the latter, users might be required to decide-in for such communication, if interested.
To make certain that groups do no longer inundate users with undesirable messages, groups the use of the WhatsApp Business API needs to advantage permission from customers to send them a message. For instance, on an airline’s website, customers can choose to obtain flight updates via WhatsApp as opposed to e-mail. Opting out of the provider is likewise clean — with BookMyShow, for instance, all that the user needs to do is ship a ‘STOP’ message to put an end to the updates. Users also can block corporations from contacting them.
Further, if a commercial enterprise responds to a patron’s question in less than 24 hours, it will likely be free, however, if it exceeds that time, messages are charged. That’s every other reason analysts agree with the platform serves most effective as an important data tool rather than an advertising tool. In fact, the platform is quality used that way, says Sanchit Vir Gogia, an analyst at Greyhound Research. “Customers are more and more cautious of sharing private facts and, more importantly, being targetted with commercials. Businesses need to examine from customers’ irritation with SMS and e-mail junk mail, and steer clear of this,” he adds.
For huge businesses, the WhatsApp chatbot integration allows responding to customers inside 24 hours, fending off more value. Several agencies provide such chatbot carrier integration on WhatsApp.
Gogia believes that whilst WhatsApp Business could be very beneficial for micro and small businesses — buyers and experts who aggressively use the platform to speak with customers and prospects — it is also a splendid way to improve customer service and enjoy for each big and medium businesses.
Given the nature of the platform, it is basically appropriate for online ticketing, e-commerce, and meals shipping organizations. But media/content material companies like Netflix, too, are using the platform, albeit on a small scale.
Businesses may also benefit from the payments characteristic on the platform, which exists for some users. However, WhatsApp is dealing with several regulatory issues concerning a proper roll-out of its bills carrier. Should these hurdles be overcome, WhatsApp Pay may be pretty lucky.