In a country where WhatsApp is the most accessed social network by people, ignoring the use of the platform in business strategy is unthinkable.

The proof is in a survey by the Boston Consulting Group (BCG), in partnership with Meta, which reveals that 8 out of 10 consumers prefer to contact companies via WhatsApp and that when they realize that some of them do not use this channel, they feel frustrated.

Can you imagine the amount of business that fails to happen when a customer gives up trying to talk to the company? That is why today, including WhatsApp in operations is a decisive choice for the sustainability and continuity of an organization.

But it is not enough to simply adopt this customer relationship channel and ignore the content of these conversations, or to neglect information that could contribute to business intelligence. To enhance the use of WhatsApp and use it as a driving force for results, it is essential to monitor and analyze the data contained in the interactions.

Also read: Conversations via corporate WhatsApp are worth gold, and you didn't even know it!

WhatsApp Monitoring and Evaluation Metrics

As commercial transactions start and consolidate through WhatsApp, the need to monitor the interaction between the company and consumer grows to ensure that the negotiation occurs in accordance with the company's standards and also within the law.

Today, this monitoring happens through Zapper, a Brazilian platform and pioneer in Latin America in this segment, which not only allows supervision of conversations in real time but also issues notifications of any occurrences during dialogues, processes the collected information, and creates reports with metrics that impact the development of strategies and decision-making.

Also read: Monitoring corporate WhatsApp to increase security and efficiency

And what metrics are obtained from corporate WhatsApp? Here are some examples:

• Identification of the times with the highest volume of messages;

  
  

• Verification of the satisfaction percentage among customers;

  
  

• Evaluation of campaign performance;

  
  

• Evaluation of the performance of attendants;

  
  

  

Also read: How WhatsApp data reveals insights into consumer behavior

These are just a few KPIs extracted from interactions via Corporate WhatsApp. Now that we know what data is obtained from conversations, we need to understand what it's for!

Why Analyze WhatsApp?

Organizations that analyze KPI metrics from WhatsApp service have privileged information about the audience, consumption behavior, and therefore, are more accurate in their marketing strategies and in selling products and services, which is essential for the success of the operation.

Among other advantages of analyzing metrics, we have:

1 - Improvement of customer experience, as it is possible to identify processes and areas that need enhancement;

2 - Identification of opportunities to reduce costs and improve efficiency;

3 - Greater competitiveness in the market, thanks to knowledge of personas;

4 - Identification of the need for training, adjusting the structure and technology to meet customer expectations;

5 - Security in decision-making, based on reliable information;

6 - Reduction of the risk of losing customers, as the company can quickly identify potential issues;

7 - Identification of attendant needs to increase delivery quality.

Also read: Turn data into decisions with the help of WhatsApp

As we can see, the evaluation of metrics based on conversations in WhatsApp provides strategic insights, which will form the business intelligence and thus contribute to building stronger connections with customers.

Count on a complete solution to offer increasingly personalized service via WhatsApp, while scaling up, so that your company can grow! Contact our team to understand how WhatsApp can be a partner in your business!

Click here to schedule a demonstration of the tool.