‘WhatsApp’s Policy Changes Benefit Businesses and Customers’ – imimobile (now part of Webex) 

Change in WhatsApp's policy opens up opportunities for businesses says imimobile (now part of Webex)  

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'WhatsApp's Policy Changes Benefit Businesses and Customers' - imimobile (now part of Webex) 
CPaaSInsights

Published: June 23, 2022

James Stephen

Technology Journalist

WhatsApp is already the leading messaging channel in the world, with more than 2 billion users. Its latest policy changes are now better value for customers and allow businesses to initiate conversations with the customer, including promotional messaging.

The new pricing policy in effect makes it simpler for businesses to understand WhatsApp’s charges and add it as their customer communication channel. The new pricing model charges businesses for every 24-hour conversation session and varies with two factors – who initiates the conversation and where the customer is based. Additionally, the first 1,000 messages are free of charge every month. 

David Creasey-Benjamin, Future Messaging Evangelist at imimobile (now part of Webex), said: “Businesses should consider getting the WhatsApp Business API because it is getting easier to get set up. The changes at WhatsApp – the pricing and the type of communications allowed, make it easier for businesses to connect and build brand awareness with their customers. 

“It is the right time. You can click from an ad into a WhatsApp conversation. You can do personalised promotions with quick replies, up-sell products using list menus, share updates with newsletters, and more. WhatsApp allows businesses to deliver an interactive experience to their customers while providing a secure and trusted conversation.”

David Creasey-Benjamin (DCB) believes it is the perfect tool for passing time-sensitive and personalised information and customers get a good experience at the first point of contact. Engagement levels are much higher than other options, with 80-90% of customers who use WhatsApp in the first instance choosing it again for their next interaction, he says. 

The messaging channel allows for automation that enables businesses to manage contact centres more efficiently. By introducing the likes of chatbots that can handle routine enquiries from customers while seamlessly handing over to agent for more complex or urgent matters, companies can reduce contact centre volumes and save on costs.

imimobile (now part of Webex) has deployed the WhatsApp Business API for a leading automotive company in India that uses the channel to enable end-to-end customer journeys – from product enquiries and booking a test drive to scheduling service appointments and pickups. 

DCB says that WhatsApp is getting more people to book test drives, resulting in more sales. He adds that their in-house research proves that over 70% of Gen Z and millennials prefer rich and interactive channels like WhatsApp. 

There are a few pre-requisites for businesses to interact with customers on WhatsApp, such as customers needing to opt-in to receive communication on the channel. Typically, businesses will have marketing consent for email, SMS, and others, but they will not often have the same permissions for WhatsApp. 

Businesses will need a strategy for acquiring these permissions, like SMS. The customer will need to give their consent to be contacted via WhatsApp. Customers initiating conversations using a QR code or a missed call over WhatsApp are some of the most common touchpoints businesses leverage. 

Enriching CX with WhatsApp Business API 

Customers today expect slick and personalized experiences from businesses and will not hesitate to switch brands if they think a competitor offers it. It is therefore crucial for businesses to ensure they meet customer expectations with rich, interactive experiences that stand out. 

Some of the key features of WhatsApp Business API, which include rich media, verified profiles, proactive notifications, and delivery and read receipts, help businesses to achieve that. 

AI-powered bots can be deployed in the channel to answer common customer queries while allowing agents to takeover for more complex or urgent matters without losing context. 

Contextual agent assistance gives customers a choice to switch to using WhatsApp if they are waiting in a call queue, reducing call waiting times and improving customer experience. 

Businesses looking to embed messaging channels such as WhatsApp into their communication mix require a centralized platform that can manage the complexities of dealing with multiple channels while ensuring seamless customer interactions. A CPaaS (Communications Platform as a Service) solution can provide orchestration and intelligent automation capabilities that enhance customer journeys end-to-end.

imimobile (now part of Webex)’s cloud based CPaaS platform, Webex Connect, delivers value to clients because of the simplicity with which it can orchestrate and automate customer interactions across any channel, seamlessly. It provides businesses the flexibility to leverage APIs or its low-code flow builder to build and deliver customer interactions at scale.

The platform can be tried using their developer sandbox that enables business users and developers to prototype CPaaS applications that use SMS, voice, and WhatsApp along with a bot builder to build Q&A bots. APIs, SDKs and advanced Webex Connect capabilities can be trialled in the sandbox to experience the customer journey orchestration first-hand. 

DCB said, “Our technology allows businesses to craft design and execute seamless, end-to-end customer journeys across multiple channels. Its low-code capabilities allow departments other than IT to build these journeys adding to the speed of their go-to-market. We are also listed partners of WhatsApp which makes it simpler for our clients to get on board with WhatsApp using our platform. 

“We currently offer more than 12 channels for businesses across the world and have the flexibility to adapt and scale to any channel our clients need as customer expectations and market trends evolve, making our platform future-proof. We are heavily invested in making sure you can meet your customers where they are and provide the platform your business needs.

“Whether it is marketing, contact centre, pure development, UMR services, or any CX related business requirement, our platform will adapt to it. 

“We adapt to your business rather than you having to adopt a new way of working.” 

DCB said that in the near future, there are new features being added to the platform, improved interactions on WhatsApp and other channels as well as making the latest messaging channels available to businesses to stay connected with their customers. 

imimobile (now part of Webex) is also looking to offer enhanced integration capabilities through Webex Connect. Although it already has off-the-shelf solutions, it is also augmenting the world of messaging with existing contact centres, expanding its integration portfolio. 

From a messaging perspective, Creasy-Benjamin says he is always on the lookout for new and emerging messaging channels that customers are taking to across the world. The aim of our Future Messaging team is to provide clients with any channel that helps them connect with their customers more, he tells us. 

Find out more about WhatsApp Business API on imimobile’s webpage or try the channel first-hand using their developer sandbox.

 

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