The retail sector is the one that most uses WhatsApp as a means of communication with consumers. According to a study by Opinion Box, the platform is the preference of 80% of customers when contacting companies, due to the speed and practicality that this tool provides.

But are organizations prepared for such a demand for WhatsApp or are they treating the messaging app as "just another channel" of communication?

Also read: WhatsApp in businesses: how to formalize?

In this article, we will show you why the messenger needs a "special treatment" and what the fundamental practices are to improve service and, consequently, the results of the company.

WhatsApp is different because...

It is present on more than 90% of Brazilian smartphones and is the main means of relationship with consumers for 75% of retail companies (Sebrae data).

In addition, 59% of WhatsApp users say they check the app several times throughout the day, while 36% keep it open all the time, just waiting for that new notification (Opinion Box research).

The platform promotes more interaction than SMS, email, phone calls, and many people even prefer this form of contact over in-person service!

With so much ease for the user, it is expected that the high volume of messages that arrive daily at the service centers by this means will demand differentiated protocols.

Also read: How to boost customer service in e-commerce with WhatsApp - PART 1

10 practices to win customers through WhatsApp

If speed is one of the most important points for customers when opting for contact via WhatsApp, offering prompt service and consistent information are the minimum criteria to meet their expectations. But how to do that? Check out these tips to optimize your company's relationship through the platform:

1. Even when there is a pre-established time to attend to customers, it is essential to use automatic messages to inform them about this practice and avoid generating anxiety;

   
   

2. The use of chatbots is also recommended to initiate the conversation and direct requests that do not require human assistance. This shows concern for the customer's time;

   
   

3. Train the team to respond to requests clearly and objectively. Create a script containing the main questions and answers to facilitate the conversation. In this script, avoid technical terms or complicated language;

   
   

4. Use a friendly but professional tone;

   
   

5. Use images and videos that can help customers understand complex concepts or better visualize the products and services;

   
   

6. Ensure transparency about the company's processes and procedures to avoid generating trust issues from the customer;

   
   

7. Ask for feedback from the customer at the end of the service for future evaluation and improvements;

   
   

   

   
   

8. Monitor interactions to identify operational problems and control the quality of service;

   
   

9. Conduct efficient data handling that meets the requirements of the General Data Protection Law to avoid leaks of personal information and misuse of this material;

   
   

10. Gather the content of conversations and create reports that bring insights about new strategies, campaigns, and logistics improvements.

Also read: How to boost customer service in e-commerce with WhatsApp - PART 2

WhatsApp Monitoring with Zapper

With the pandemic, e-commerce and conventional retail had to deal with the remote work of their employees to continue the business, and as a result, a decentralized service became normalized, where each attendant can work from their own home, without sharing the same space.

As this initiative brought savings to companies, it also caused some concern among managers who "lost" control over the quality of interactions with customers, since monitoring WhatsApp from a distance was not something common.

With Zapper, the first corporate WhatsApp monitoring platform in Latin America, the relationship with customers gained an even more professional character.

Also read: Companies can monitor corporate WhatsApps

The tool can supervise different accounts and devices used by the company, to track not only the performance of professionals but also to verify compliance with norms, consumer reception of campaigns, get to know customer behavior better, and prevent reputation risks.

Through keyword registration, Zapper's monitoring identifies suspicious conversations that may require immediate intervention. The entire content of the messages, including media files, is automatically stored in cloud, with restricted access, thus, the information is compiled in reports for evaluation by all company departments.

It is the revolution of digital service, with more security, credibility, and quality to enhance business results and improve customers' perception of the company, brand, products, and services provided.

WhatsApp is not just another sales channel, but it is the bridge that definitively unites organizations and customers and can define the future of operations. Use this channel responsibly and count on Zapper for that!

Click here to schedule a demonstration of the tool.