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WhatsApp

The What and Why of WhatsApp Customer Care

WhatsApp Customer Care enables companies and organisations to answer customers' questions through the chat app WhatsApp. The use of it is free of charge; the Customer Care part usually requires a fee from the providing organisation.

Why WhatsApp Business?

  • The growth of WhatsApp is staggering with the number of loyal users in 2021 sitting at 2 billion! 
  • Like SMS, the app comes without the obstacles of having either no or just a small number of users. 
  • The app is unbelievably fast; a plain, straightforward text message is sent and received in just milliseconds. 
  • It provides details on (successful or failed) delivery of messages and pictures, whether someone has recently been online, has opened the chat to view the message, is typing a message at the moment or if someone has left a group chat. 

Dashboard & Email Clients

Companies have discovered these benefits and started setting up dashboard tools to process WhatsApp communications. 

Not an easy job as WhatsApp refuses to this day to publish an official API. 

Nevertheless, some companies, like the BBC and Nieuwsuur, have succeeded in catching WhatsApp traffic and funnelling it into dashboards or email clients.

QR Codes

Using a QR code, for instance, on product packaging would allow WhatsApp users to instantly contact your customer service team on their mobile phone in-store – and get an instant response, taking away their concerns and helping them make a better choice over buying your product, the Chinese chat app WeChat already does this.

Overall, using WhatsApp as a customer care tool might be a good idea. The number of users is still increasing; in India, it is the number one messaging app. The app is cost-effective, highly intuitive and simple to use. 

How to Promote WhatsApp as Your Customer Care Channel

The answer to this question strongly depends on what goals you have in mind for your customer care. 

So, what is your WhatsApp Business use case? 

On Your Contact Page

Perhaps the most obvious place to mention your WhatsApp presence is your contact us page. 

By promoting WhatsApp as a communication channel on your contact page, you will notice the number of incoming phone calls declining. 

With the asynchronous conversations on WhatsApp, this costly channel – both in your time and that of your customer – is used less and WhatsApp business will be used more.

In Printed Ads, Catalogues and Flyers

WhatsApp is an easy way to move the offline customer journey online. Sounds complicated? Far from it. This is where the popular QR code proves its ease of use. 

Whatever the use case, starting the conversation is easy by adding a QR code with a wa.me link behind it.

In Social Ads

The examples of printed ads can, of course, be used just as easily in social ads. Just add the wa.me link or show a QR code and invite consumers to contact you via their favourite messaging channel.

On Your Product Pages & Blogs

No doubt, your product pages are optimised for user experience, conversion and optimised for mobile use. But what if your visitor has a question? 

You wouldn't want him or her to have to look for the best way to contact you, losing interest along the way and thus leaving your website. 

Wouldn't it be easy if he could just click a button on the product page, kicking off a WhatsApp conversation on his mobile phone or via WhatsApp Web on his PC?

On Your Website

Does your website offer the possibility to chat with your website visitors? This is a highly visible way to offer customer care. 

But, it typically is only available when the website/browser is open and will close if the user doesn't respond in time. Not that user friendly. 

Add the WhatsApp channel to your website chat on your website and webshop. This change is not only the most visible one but also the easiest one to implement. 

Why? With this code, your customers will have 3 ways to get started with WhatsApp. 

  1. When visiting your website on desktop or tablet, the chat pop-up will show a QR-code. By scanning this code with their mobile phone, customers will automatically open a chat with your customer care agent.
  2. When visiting your website on desktop or tablet, the customer can also choose to (instead of scanning the QR code) use WhatsApp Web instead. This way, they can start the conversation on their desktop or tablet.
  3. When the customer visits your website on his mobile device, clicking the chat option will automatically open the WhatsApp chat. Starting a conversation will be as easy as chatting with their friends.

On the Receipt

Customer care may be most important in the after-sales. This is the time in which you can make a lasting impression, both good and bad. 

So you better make it great! First, that means making it easy to reach you in case of a question or problem. 

Reducing wait times is the next crucial part. And of course, there is the quality of service. 

All this is possible by adding WhatsApp as an easy way to reach your customer care team. 

All you need to do is add the QR code, leading to your WhatsApp channel on your receipts.

Added Benefits for Android and Apple users

Did you know you can also add RCS for Android messages and Apple Business Chat (ABC) for users that visit your website via their iPhone?

When using an Android phone, the WhatsApp and Android options will be shown, depending of course on whether you've connected this channel.

When using an iOS device, ABC can be added next to WhatsApp, so website visitors can choose their favourite channel to reach out to your customer care team. 

Displaying a communication channel that will not work does not make sense will depreciate the value. So, we've incorporated this in our code - see our "chat button" block.

What is the Whatsapp Customer Care Window?

Whenever your customer contacts or replies to you, a customer care window is opened.  

This customer care window creates more opportunities for you to benefit from the WhatsApp Business solution.

The Customer Care Window is a 24-hour time frame in which you can communicate with customers in a rich conversation using so-called Session Messages, reacting to them in a real-time and interactive chat with rich media capabilities. 

This means your message is not limited to the pre-approved Message Templates, though Message Templates are possible within a customer care window as well. 

Moreover, chatting with your customer in this 24-hour customer care window will not be charged the WhatsApp fee. 

How to Keep the WhatsApp Conversation Going

To continue the conversation after the Customer Care Window ends, you can send one single Message Template. However, this is only allowed if you have an active opt-in from the customer. 

For example:

"We have a new update regarding your ticket {ticket_ID}. 

Please respond if you want to continue support." 

If your customer then sends a reply to your message, a new customer care window will open, and you will regain the possibility to send session messages.

By making smart use of Message Templates and the Customer Care Window, you can use WhatsApp Business as an easy and user-friendly channel for customer care.

How to Reduce Pressure on Customer Care with the WhatsApp Business Solution?

1. Message Templates

One of the main benefits of the WhatsApp Business solution is the use of Message Templates. Though many consider the main benefit of Message Templates to be able to proactively reach out to customers once they have opted in, these text templates can also be used to answer the most common questions more quickly. 

2. Quick Replies

These are general messages that can be sent when a customer - for example - reaches out to you with a question about a lost package.  

If your customers know they will get a response via WhatsApp quickly, they will not feel the need to pick up the phone and call you to speed up the process. 

3. Make Calling Unnecessary

This brings us to the next point. Being reachable via the consumer's favourite messaging channel (did I already mention WhatsApp has 1.5 billion users?) will drastically reduce the number of incoming phone calls. 

That easily saves you – on average – 3 to 5 minutes per customer question, as phone calls are the most time consuming of all channels used in customer care. 

What's Next?

Suppose you connect to the WhatsApp Business solution via the CM.com platform. In that case, you can choose to implement the API into your existing software, or you can use our Mobile Service Cloud solution, designed especially to make the life of the customer care agent a bit easier. Quite a lot easier, actually. 

Combine SMS, Viber, WhatsApp, Telegram, Twitter, Facebook Messenger, Email and Voice into one customer contact dashboard. This dashboard creates order in the overload of communication channels and saves valuable time from your employees.  

Get started with the WhatsApp Business solution now or find out more about Mobile Service Cloud first. 

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