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Why WhatsApp is a Must Have Channel for Consumer Brands

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Consumers increasingly prefer to engage with brands by messaging on WhatsApp. Here are the stats showing why brands can't ignore the channel.

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Consumer expectations for customer experience are rising, and rising fast.

In fact, according to a Salesforce report from 15,000 plus consumers and business buyers, 80% of consumers say that their experience with a brand is as crucial as their products.

Other data shows that 89% of consumers expect a response when they contact a brand within 24 hours, and 52% have switched brands due to poor customer service.

Top executives have realized that truly improving customer satisfaction requires a more ambitious effort and a complete change of the customer experience. As a result, there has been a shift in focus on the importance of the customer journey when transforming a consumer’s experience.

Customer care remains an essential and natural factor when it comes to mapping different touchpoints in the customer’s journey, in order to identify the different moments that have an impact on customer satisfaction and determine why care fell short.

Traditionally, call centers are one touchpoint that has been widely used by organizations to enhance the customer experience and gather data, although it was mostly transactional. However, the digitization of the customer experience birthed a broad range of customer channels, from messaging apps to social media, which has been pivotal to creating more interactions between consumers and enterprises.

Businesses are choosing messaging to engage their customers because it's what their customers want

Messaging’s popularity is growing as new customer experience demands emerge.

Business messaging boosts stronger customer connections. As online experiences have become more convenient than ever, consumers are more inclined to interact with others, shop, and do business on the internet.

Millennials, Gen Z, and younger generations are the prime audiences for businesses to target. They’re not only digitally native, but they’re also reaching an age where their buying power is at an all-time high.

In fact, 75% of adults want to message with businesses the same way they do with friends and family, and 57% say messaging with a business feels more personal than calling.

According to a Facebook-commissioned study of 8,157 people who use messaging platforms, 61% choose messaging a business over picking up the phone and 59% choose messaging over email

Consumers prefer messaging over other communication methods because they don’t want to call (and get stuck on hold) and they don’t want to email (and wonder if anyone’s at the other end).

On the other hand, businesses are missing customer connections due to unresponsiveness or poor communication. Nearly 7 in 10 businesses think they’re communicating effectively with their customers, yet only 2 out of 10 customers agree. This is because consumers want to message businesses across their entire customer journey.

WhatsApp for Business is the natural choice for building stronger customer relationships with messaging

Today’s marketplace is increasingly global. Customers can easily shop for goods and services from providers all over the world. Customer experience and communication is paramount in this highly competitive global landscape.

WhatsApp is currently the number 1 messaging app in the world in terms of monthly active users. They are the clear leader in global messaging. This puts WhatsApp at the heart of commerce. Both now and in the future.

According to WhatsApp’s internal data, more than 2 billion people in 180 countries are active WhatsApp monthly users that send 100 million messages a day. 70% of WhatsApp users also check it daily and 175 million people message WhatsApp Business account every day, making it the most popular messaging app in the world. 

People all across the world use messaging apps to communicate with friends and family. So when customers need to contact a business, they expect the same convenient experience.

64% of WhatsApp users agreed that WhatsApp fosters a personal connection to businesses and 65% feel more confident messaging businesses vs. sending an email.

People prefer to message businesses on WhatsApp. Why? Because it’s the app they already use every day. It’s familiar, easy, and a personal part of their every day life. It immediately builds trust by creating more personal connections. For businesses, it simplifies customer engagement in today’s omnichannel, digitally native, and always-on environment.

64% of WhatsApp users agreed that WhatsApp fosters a personal connection to businesses and 65% feel more confident messaging businesses vs. sending an email.

68% of users also call WhatsApp the easiest method of contacting a business, and 71% feel more confident about that business after messaging them on WhatsApp. 

People love using WhatsApp to engage brands because it's how they communicate every day

Imagine a world where your customers can have an instant, asynchronous, and personalized conversation with a business by messaging in their preferred app, rather than waiting 20 minutes on hold.

Customers love communicating on WhatsApp with businesses. Why? Because like phone or email, it’s a one-on-one conversation, but without picking up the phone or scrolling through an inbox.

It’s conversational, like a phone call, except it’s less intrusive and demanding on your time. WhatsApp creates a two-way, customer-centric conversation, but without the hold music.

WhatsApp messaging also enables fast, interactive answers, allowing you to react when it’s convenient for you. Plus, it’s a platform that they already love because they have been using it to communicate with friends and family. 

It’s no surprise WhatsApp is how people increasingly want to communicate with brands.

It’s also no surprise that engaging customers on WhatsApp is driving real business value across every stage of the customer lifecycle.

Businesses are already seeing an impact on their marketing ROI with WhatsApp

WhatsApp is already a proven channel to improve acquisition costs and drive growth for brands.

According to WhatsApp, a financial services brand achieved 5x lower acquisition costs compared to other digital channels, as well as garnering two times their customer service agent efficiency. They also acquired 20k new insurance inquires per month boosting awareness and efficiency with -35% call center cost. 

Financial services WhatsApp case study results

5x

lower acquisition costs

30%

new accounts opened

10%

increase in loan conversion rates

2x

customer care efficiency

A recent WhatsApp Telco case saw an increase in conversion performance as well. Not only did it improve acquisition performance, but it achieved a customer satisfaction score of 82 NPS, all while lowering their call center cost to -20%, increasing their savings. 

Telecommunications WhatsApp case study results

44%

of conversations lead to purchase

75%

customer care deflected by bot

82

net promoter score (NPS)

-20%

call center cost savings

Brands that choose WhatsApp will win the customer experience, customer care and acquisition race

It’s clear that WhatsApp can be a powerful channel for businesses to attract, engage and convert customers.

As customers increasingly choose messaging to engage with brands, businesses need to adopt messaging channels to offer better customer experiences than competitors.

The brands that choose WhatsApp will win the customer experience, customer acquisition and customer care race in the long run. The more consumers adopt messaging to engage with brands, the more this will impact a business bottom line.

Want to see how WhatsApp Business can help you build stronger relationships with your customers? Learn how you can build trust and drive sales by automating conversations with your customers on WhatsApp.

Become a conversational marketing expert.

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