The Role Of WhatsApp In Customer Engagement

The Role Of WhatsApp In Customer Engagement


Diren Nâzım Selimoğlu

Diren Nâzım Selimoğlu

15.12.2020

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When you try to think of companies engaging with customers online along with their marketing strategies, the first thing that comes in mind are the giants Facebook (2.7 billion active users) and Twitter (330 million active users). To add, one will also think about Instagram and LinkedIn. 

But did you know that WhatsApp is also rising in ranks and establishing its role as an effective tool in customer engagement?

Today, the most popular messaging app with a wide range of functions is undoubtedly WhatsApp. With its accessibility, it is only natural that it is used in many businesses’ customer engagement and marketing strategies. After all, with 2 billion users worldwide, 1.6. billion being active monthly, it is really hard to ignore and pass up trying to use to a business’s advantage. 

Furthermore, it is available to people across 180 countries, strengthening WhatsApp’s significant role in customer engagement – being easily accessible globally. 

E-Commerce As A Big Reason

At the beginning of the year, COVID-19 happened and slowly but surely changed the overall lifestyle of the world. There was, and still are, restrictions implemented in many countries deeply affected by the pandemic. A common law is going outside – it should be limited as much as possible, with people being required to wear face masks. 

With this, e-commerce has become big in this period of time. And with that, customer engagement through online and messaging is very much needed. No one is exactly that enthusiastic to step out of their homes to buy necessities (or even luxuries) in fear of the coronavirus. 

This should now be kept in mind when thinking of the best marketing strategies that can help businesses flourish even amidst the pandemic. WhatsApp makes this even easier for businesses with, as stated above, its wide array of functions that reduces (or even removes, altogether) face to face interactions, all the while still providing effective engagement solution between business and customers.

Reasons To Use WhatsApp

The role of WhatsApp in customer engagement is growing – and continues to grow day by day. We know by now that WhatsApp is certainly more than just a messaging application. With the launch of WhatsApp Business, marketing combined with instant messaging just became a lot more potent. 
Here are just some of the reasons businesses should use the popular messaging app:

It is accessible – the number one priority of businesses is obviously being accessible and/or available to their (both potential or existing) customers. Nowadays, accessibility certainly is key. Not just that, but they should be so in a way that is reassuring. Businesses contacting customers has never been this easy. It is a fairly efficient platform preferred and used by many. Additionally, businesses can integrate very quick replies they usually send – an automated or at least pre-planned response to FAQs (frequently asked questions). This is sort of like a chatbot that is certainly needed as personnel are not available all the time and need the power of Artificial Intelligence, or simply AI. 

You can share who you are – with the use of WhatsApp Business, companies/businesses can create and establish their profile for customers to know who or where they are, everything they do, and/or what they can provide. This includes inputting their business address, description, website, and others.

Everything about it is protected – being secure both offline and online is everything – especially on the online part. Customers want – demand, even – a platform where they can feel secure when interacting with you, the business. Further, they want to save themselves from their data being misused (e.g., targeted by ads based on their online activities, pestering bots different from actual chatbots, etc.). WhatsApp is easily the best solution for that. Ad-free and encrypted messages, it is a very secure platform that values its user’s privacy. Both business and customers can worry less and communicate freely with one another. What’s more is businesses can verify their accounts for the customers’ safety and assurance.

Easily ask your customers – are you certain that your customers are satisfied with you? Do you feel like you have some things you have to work on as a business to improve? Of course, the first ones you should ask should be your customers. WhatsApp enables you to collect and analyze vital information that can help your business improve – consumer research, to be precise. With this, business can easily ask their customers their preferences and dish out surveys and questionnaires based from their product or service. After that, they can gather said information and analyze it. This not only gives you valuable information, but it also is another form of customer engagement. This sends a signal that the business is adamant on providing the best product or service to their customers/consumers.

Final Thoughts On This

The sudden growth of WhatsApp resulted in it being more than just a messaging app. WhatsApp will only continue to grow from now on. With the world at a halt, e-commerce is now the new norm. And, WhatsApp, given the proper marketing tools, is the best platform to compliment this. The role of WhatsApp in customer engagement is very much apparent now.


Reference:

https://www.infobip.com/blog/8-reasons-why-whatsapp-is-key-to-your-2020-marketing-strategy

https://usergrowth.io/blog/whatsapp-marketing/
 

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