According to Statista, in 2020 alone, WhatsApp 2 billion users that number is roughly equivalent to 25% of the global population similarly, a forecast by eMarketer predicted that by 2024, more than three-quarters of internet users worldwide would use this app monthly. After knowing all these facts, do you think having a WhatsApp channel for your customer service processes is a good option? Today, you'll learn how to maximize the potential of a WhatsApp chatbot with conversational AI. You might be thinking, “I don't need this content, I already have WhatsApp implemented, and it's working great for me.” Are you sure about that? Keep reading, and you'll make a major mistake you're making. Let's start with the context.
WhatsApp was founded in 2009 by Jan Koum and Brian Acton, former Yahoo! employees. The app emerged from Koum's need to maintain more direct and secure communication with his family in Ukraine. Originally, WhatsApp was a kind of “smart” agenda where you could see what each person was doing, with the goal of knowing if they were available to talk or if it was better to contact them at another time. Statuses could be broadcast to all contacts or just specific ones, simulating a chat or conversation. On February 19, 2014, it was acquired by Facebook, and in 2017, the platform announced the launch of WhatsApp Business, an option for businesses that allowed customer service to be provided through the app. Initially, it was designed for small and medium-sized businesses, but this alternative evolved so much that today it's hard to imagine an organization that doesn't have WhatsApp within its communication ecosystem.
We did the opposite and adapted outdated technology. Where did we go wrong? An app that was designed to build trust, be more personal, empathetic, fast, and direct, ended up becoming a chat-based IVR. Basically, if you contact any company via WhatsApp, there's a high chance that instead of speaking directly with an agent, you'll encounter a series of options you have to navigate through to talk to a representative of the organization.
The IVR we encounter when calling an EPS or an airline, which makes resolving an issue time-consuming and complicated, was transferred and adapted to WhatsApp. Where's the evolution? Pre-recorded messages and limited, endless options that result in customer frustration are now also in a chat. If you want to learn more reasons why IVRs should evolve, click here: AI IVR: The Evolution Your Call Center Needs.
WhatsApp with Conversational AI
Although WhatsApp started as a messaging app, it has now transformed into one of the best tools for Marketing and Customer Loyalty. Its ease of use has made it the favorite sales channel for many, and now it's time to take this channel to the next level with Conversational AI. What is a WhatsApp bot? According to Hubspot, it's an AI software that identifies user messages and, based on its programming, provides timely responses. It can handle multiple simulated conversations simultaneously. Typically, businesses use it to offer more Personalized and Immediate Service.
An AI chatbot can receive inquiries, identify content, and determine the tone of voice to generate automatic, personalized, and accurate Responses. It solves frequently asked questions, transactional queries, or specific questions about any aspect of the product or service. Its limit lies in the Prior Training It Receives and the information provided to it.
This channel, if used correctly, offers a Better customer experience, Process automation, and a focus on omnichannel communication. Additionally, a conversational AI chatbot can offer Interactive options, send images, GIFs, specific information, or perform automated actions based on the nature of the conversation. It can even be linked with other technologies for a more complete interaction, such as Appointment Scheduling Software for better handling of prospects and customers.
Another often-overlooked benefit is that, according to a 2019 study titled Customer Contact Radar by Peterconnects, 72% of consumers Believe WhatsApp makes contact with customer service more informal. And this doesn't have to be a bad thing! The Immediacy offered by WhatsApp interaction enables a Unique Closeness with the customer because it complements traditional channels like phone, email, or SMS with a Hybrid Positioning—A mix of digital interaction and immediate processing of requests.
All of this makes it an effective tool for an Ultra-connected target audience increasingly accustomed to instant messaging. The Time Savings for both customers and the company, 24/7 availability, and the ability to demonstrate a real understanding of customer expectations also show a certain level of modernity.
