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There are currently 2.7 billion active accounts onWhatsApp, with over 100 million messages sent a day.
But understandably, it can take some getting used to for customers on the receiving end.
The lines between personal and professionalWhatsAppengagements can easily become blurred.
Brands cant assume their entire customer base will have the same preferences when it comes to engagement platforms.
So, what should brands consider as they navigate WhatsApp for Business as a channel for customer engagement?
CX Consultant, Twilio.
52% want to keep these personal channels just that.
Personalize, personalize, personalize
Tailoring content is the other key to success here.
Half (50%) of respondents also indicated they are less forgiving when sent irrelevant information on WhatsApp.
But it cant be used as a dumping ground for promotional messages, or operate in a silo.
It must align with the broader profile that a brand has for a given customer.
Being able to draw on thisdataacross all communication channels makes for a far more compelling customer service experience.
Indeed, AI needs to be considered in your WhatsApp for Business approach from the get-go.
Marketers can say goodbye to the generic marketing messages that discourage engagement.
AI can instead help marketers share tailored offers and incredibly personalized product recommendations.
And for those without a smartphone, WhatsApp for Business will only lead to digital exclusion.
Its about providing breadth of choice.
Thankfully, WhatsApp employs end-to-endencryption, meaning exchanges cannot be intercepted by any third party.
Customers must also be given the option to request deletion if they wish.
Also read How to use Google My Business.
The views expressed here are those of the author and are not necessarily those of TechRadarPro or Future plc.
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