Despite the growing number of companies using WhatsApp in corporate routines and commercial strategies, the truth is that the Business version of the application is still underused in companies. This conclusion comes from the Director of WhatsApp for Brazil, Indonesia, and India, Guilherme Horn, during an event for fintechs held in the country in September 2024.

According to the executive, most corporations around the world replicate traditional call center practices on the platform, that is, they use WhatsApp as a communication vehicle without adopting a conversational mindset, which aims for better utilization of the information exchanged in dialogues.

Also read: Corporate WhatsApp: what it is and how to use it?

Implementing the use of WhatsApp in the organization and not extracting value from the conversations is wasting the chance to more deeply understand customer behavior, retain the history of dialogues, and assimilate points for improvement for the products and services offered.

In this post, we will understand how to use WhatsApp Business with the purpose of extracting intelligence from interactions and what existing alternatives there are today to enhance strategies.

How to better leverage the functionalities of WhatsApp Business

Since its launch in the market to help small and medium enterprises perform better, WhatsApp Business has been adding functionalities that increasingly optimize operational processes. With completely different features from the traditional version, the corporate model offers:

• the possibility of creating a commercial profile, with basic information such as address, operating hours, and product catalog;

  
  

• automation with greeting messages, absence notifications, and responses to frequently asked questions;

  
  

• the possibility of integration with CRM for better management of contacts and workflow;

  
  

• simultaneous sending of messages to up to 256 contacts per broadcast list;

  
  

• the creation of tags to categorize conversations and facilitate service.

Also read: Intelligence in communication via corporate WhatsApp

However, although these functionalities facilitate the organization of conversations, without monitoring interactions, retention of customer history, and data analysis, there is no way to take advantage of all the knowledge generated from messages, which prevents the company from being more assertive.

But how to access all this valuable material, capable of revealing consumption behavior, preferences, and customer pain points? Learning to explore WhatsApp features is no longer sufficient. It is necessary to have conversational intelligence solutions to differentiate the company in the market and keep it on the customers' radar.

Also read: How WhatsApp data reveals insights into consumer behavior

Zapper brings conversational intelligence to the forefront

Launched with pioneering spirit in Latin America to monitor conversations occurring in corporate WhatsApp, Zapper has been evolving, just like the messaging app, and today it is a suite of solutions focused on business intelligence.

The full-time monitoring of multiple business accounts allows organizations greater proximity to the reality of service and to the pains of WhatsApp users, which only benefits the operation. Zapper creates a direct channel between the company and the customers' needs, without intermediaries and biases in interpreting scenarios.

From the detection of occurrences in interactions through keywords, Zapper issues alerts to signal points to be checked in real time. In addition, it automatically processes the collected data in accordance with the requirements of the LGPD (General Data Protection Law) and analyzes interactions regarding metrics and the intent employed in conversations.

Also read: LGPD and WhatsApp: What You Need to Know

Imagine your company obtaining the real reactions of customers concerning the brand, campaigns, understanding their real point of view about the company and its processes! Imagine truly knowing consumer behavior and planning logistics, distribution, and more personalized marketing campaigns!

Thanks to the artificial intelligence developed by Zapper, it is possible to optimize the consumer relationship journey and retain them. The content extracted from conversational analysis becomes the guide that will determine what the strategies will be, the points of process improvement, existing bottlenecks in the operation, and indicate the solutions.

It is time to take your business's WhatsApp seriously and integrate it into the company's intelligence department to stand out in the market. Knowing the customer's mindset and what they feel is the way to keep them away from the competition! Count on Zapper in this mission!

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