A company that connects with its customer base through WhatsApp understands the value of each contact and knows the importance of keeping it secure to ensure the sustainability of the business. However, how can one ensure the confidentiality of consumer information when these data are in the hands of various employees on a daily basis?

If we consider that these employees, upon leaving the company, may take these valuable contacts with them, the need to exercise governance over both the mailing list and the conversations between representatives of the organization and the public becomes clear.

Read also: Employee Termination: 5 tips to protect data on WhatsApp

This initiative prevents legal and practical problems that can harm the operation and image of the company. In the wrong hands, phone numbers, bank details, personal documents, strategies, and campaigns can be improperly disclosed to other organizations and even to the competition.

In this article, we explain all the consequences that a lack of control over corporate communication via WhatsApp can bring to businesses and what alternatives exist to prevent reputational risks and financial losses.

Read also: Your company may be at risk with the misuse of WhatsApp

Consequences of the improper use of WhatsApp contacts

For over 10 years, Brazil has had the General Data Protection Law, which mainly prohibits companies from the improper use of third-party information. But it hasn't always been this way. Before this rule, organizations traded their own mailing lists to expand their contact base and facilitate prospecting.

Today, this procedure is no longer allowed in companies, and commercial representatives who appropriate data belonging to the corporation where they work are committing a breach of confidentiality

and breach of contract, resulting in several consequences:

Legal Action: the company can take legal measures, such as seeking compensation for moral and material damages, as well as demanding the return of the contacts.

Fines and sanctions: depending on the case, the General Data Protection Law (LGPD) may also apply, resulting in penalties.

Loss of Customers: the company may lose customers, especially if the representative uses the contacts to direct them to competitors.

Reputational Damage: the company's image may be harmed, both in front of customers and in the market.

Communication Difficulties: the company will find it challenging to maintain contact with its customers, affecting relationships and loyalty.

Competitive Disadvantage: competitors may benefit from the situation, gaining customers who were previously with the company.

Read also: How does your company handle data security on WhatsApp?

How to prevent the improper use of WhatsApp contacts

It is very important for the company to establish a data usage policy, inform its teams about the rules to be followed, and raise awareness among each professional about the security of private information.

See which processes to adopt to prevent occurrences with commercial representatives:

Check the contract: analyze the representation contract to identify clauses about data use and professional confidentiality.

Notify the representative: formally notify the representative of the prohibition of contact use and the need for return.

Read also: WhatsApp for leadership: how to strengthen corporate communication

Seek legal advice: consult a specialized lawyer beforehand to align the appropriate legal measures.

Inform customers: make customers aware of the possibility of representative changes and the importance of maintaining contact with the company.

Training: instruct representatives about the importance of professional confidentiality and data security.

Data control: implement control and management systems for contacts, ensuring that the company has access to and control over its data.

Data management on WhatsApp and control of interactions

Commercial representation is a role exercised by independent professionals who work with several contractors simultaneously, so it is common to have turnover of representatives in companies.

Confidentiality is what maintains the continuity of relationships between organizations and partners; however, it is very complex to ensure the security of confidential data transmitted via WhatsApp.

To address this challenge, a monitoring platform for interactions via the app already exists on the market, which not only detects inappropriate conduct during dialogues but also preserves the content of conversations in the cloud, for an indefinite period and with restricted access, minimizing the risk of leaks.

Zapper is the suite of solutions that performs this monitoring of conversations via WhatsApp corporate, full-time and entirely. Each irregularity in the connection or interaction context issues an alert to the communication manager, who can analyze the occurrence and make informed decisions.

With Zapper, it is also possible to detect emerging sentiments in dialogues, thus providing a deeper understanding of intentions, customer satisfaction, and mood.

Everything captured on WhatsApp, recorded on the platform and stored in its entirety, still undergoes qualitative analysis, which generates a report with insights and metrics that can guide the corporation's strategies.

Read also: The commercial strategy you need is in your employee's WhatsApp

Why depend on luck and risk the company's main asset: the customers? Count on Zapper to keep contacts and content secure, even when the team changes.

Click here to schedule a demonstration of the tool.