5 tips for customer communication via WhatsApp for business

WhatsApp has 1.5 billion active users worldwide.*

In Germany alone, 75% of Internet users use WhatsApp.* Among 18 to 29-year-olds, the percentage of WhatsApp users is even 97%.*

When choosing the communication channel, however, it is not only the pure availability for the end user that matters, but also the frequency of use. 67% of Germans already use WhatsApp on a daily basis.*

For companies, this means that the majority of their customers use this channel every day and messages are highly likely to be read.

Facebook, too, has recognized the growing importance of WhatsApp for businesses in terms of WhatsApp marketing and customer communications, and offers companies the opportunity to improve their customer communications with WhatsApp Business and the WhatsApp Business API.

But communication via Live Messenger Tools is not only different from communication on the phone, but also from other written communication such as e-mail or live chat.

What exactly you should consider when communicating via a Messenger Chat like WhatsApp, you can read in our 5 WhatsApp marketing tips and tricks:

1. Users expect fast answers

With messengers and smartphones, customers are available around the clock for their private environment. In return, they also expect a quick reaction to their messages from their counterpart, even if this reaction is not immediately expected, as would be the case on the phone or in live chat, for example. However, companies have a considerable volume of incoming messages and must efficiently deploy the personnel for the channels they serve.

If WhatsApp is offered as a communication channel, make sure that a first response is given within 2 hours if the channel is currently occupied by agents.

After the conversation has started via the messenger, i.e. the customer has already responded to the company’s response, the response time should not exceed 15 minutes. This way a real conversation with the customer is conducted and he feels taken seriously.

2. Auto responders do not replace the appropriate first response

In order to inform customers when they can expect an answer, it is worth setting up auto-responders. In this way, the customer receives an automatic reply to his message, which informs him, for example, about the expected response time.

However, the announced reaction time should then be adhered to. In this way, the company signals reliability and ensures that the customer has not forgotten his inquiry again or asked the competition when the answer arrives.

3. Personal channel vs. WhatsApp bot

It facilitates customer communication and often offers the customer a unique user experience when chat offers are used as part of WhatsApp Messenger Marketing. However, WhatsApp is a personal channel and customers do not want to be fobbed off with run-of-the-mill responses.

When using a WhatsApp bot chat it is therefore important not only to train the bot well, but also to integrate it well. WhatsApp should not be a channel that goes nowhere when a request is unsuccessful because the bot was not designed for that request. In this case, the WhatsApp chatbot must be able to pass either to a human agent or to another channel.

As a general rule, the customer should not be left alone with his concerns, because it is precisely at these moments that the risk of customer churn is particularly high.

4. Uniform communication also at WhatsApp for companies

Just as the CI defines the appearance of a brand in terms of visual and formal language, communication with customers – regardless of the channel – should be well thought out and consistent.

Increasingly personal communication is intended to achieve higher customer loyalty. The more personal the channel, the more confidential the communication becomes. It should be ensured that all employees who communicate with customers on WhatsApp follow similar rules.

5. Leverage optimization potential in WhatsApp Messenger Marketing

At customer touchpoints, as WhatsApp is for business, data is automatically generated. This data should be analyzed in a targeted, anonymous and privacy-compliant manner to optimize this channel.

With a short customer satisfaction query at the end of a WhatsApp dialog, important KPIs, such as customer satisfaction, can also be recorded. The analysis of these figures reveals, for example, the reaction time at which customer satisfaction “tips over” into the negative. This information provides the company, for instance, with important indications for future personnel deployment planning.

The list of further optimization possibilities is long. For example, anonymous dialogues that have been rated particularly good or bad can be evaluated in order to adjust the communication strategy or the training of the employees.

Overall, WhatsApp Business offers benefits for many brands that want to communicate more personally with their customers.

In order to avoid undesirable “side effects” of the wrong application of WhatsApp Marketing, it is worthwhile to carefully think through the communication beforehand and develop a suitable strategy for this channel. It is also worth talking to the teams that manage the company’s other communication channels.

However, the long-term success of the channel will only be secured if KPIs are measured and evaluated and optimization potentials are implemented promptly.

Want to learn more about the opportunities for your business with WhatsApp?

*1 https://de.statista.com/statistik/daten/studie/285230/umfrage/aktive-nutzer-von-whatsapp-weltweit/

*2 https://de.statista.com/statistik/daten/studie/505947/umfrage/reichweite-von-social-networks-in-deutschland/

*3 https://de.statista.com/statistik/daten/studie/1020886/umfrage/whatsapp-nutzung-nach-altersgruppen-in-deutschland/

*4 https://de.statista.com/statistik/daten/studie/1031838/umfrage/haeufigkeit-der-nutzung-von-whatsapp-in-deutschland/