When talking about customer service today, what is the first communication channel that comes to your mind? Email? Customer Service? No!!!! WhatsApp, of course!

Be it to clarify doubts, track the status of an order, or even to make purchases, the messaging app is the main meeting point between companies and customers.

But it's not enough to provide a corporate number and hand it over to the attendants to build a good relationship with the public. A more careful approach is necessary to win the consumer's trust.

The first step is to turn to WhatsApp Business, the corporate version of the app, which has more features to organize and manage conversations. It's also worth reserving an exclusive number for this purpose.

Training the team, from the approach of messages to the handling and resolution of occurrences, is fundamental to promote quality and efficiency... that's why this protocol should be the second step!

Once this stage is completed, it's necessary to know if the strategies used are achieving the expected results, and this is only made possible by monitoring the interactions via WhatsApp and measuring data.

In this sense, there are criteria that you should use to evaluate the effectiveness of the service and thus adjust the processes.

Monitoring and Measurement

It is very important to emphasize that no matter how much planning the company has, there are variables that cannot be controlled or predicted because they result from interactions with the public.

At times, it is the consumer who will guide the strategy, and it is at this point that a change in service may be necessary. This adjustment can be achieved through careful monitoring of conversations on WhatsApp and generating analytical reports.

With Zapper, a platform for monitoring interactions via corporate WhatsApp, the company gains the chance to supervise the support teams while getting to know their customers closely!

This way, the organization can identify points of improvement in products and services, evaluate the attendants' approach during the contact with the consumer, and even detect potential communication breakdowns and misconduct.

All this content is collected and stored securely, serving as a basis for generating reports.

What metrics should be considered?

Once monitoring is carried out on corporate WhatsApp, how to make the best use of this practice? It is necessary to pay attention to some metrics:

• Response time to a request – the consumer accessing WhatsApp expects to receive prompt service. It is important to set up automated responses, especially if the contact occurs outside of business hours;
  
  

• Issue resolution rate – the monitoring by Zapper can record this information, by detecting specific terms present during the conversation. A notification is sent to the manager, who will assess the context and take appropriate actions.
  
  

• Customer satisfaction – The application of simple surveys at the end of service is very effective for this purpose and clarifies what the best approach to be used with the consumer is and the engagement rate of marketing campaigns, for example.
  
  

• Conversions and leads generated during service – Here, it is interesting to integrate WhatsApp with other tools to achieve effective results. It is also valid to stay updated with technological innovations that can contribute to the efficiency of the service.

  
  

Investing time, training, and modernizing service via WhatsApp is essential for a company to succeed in its relationship with its audience and achieve significant results in the market. When service is well done, the customer always returns!

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