Facebook-owned WhatsApp had more than two hundred million active users in India as of February 2017. Given the large user base, numerous corporations, huge and small, are leveraging the messaging platform’s WhatsApp Business app — an supplying launched in January remaining year. The business enterprise lately stated that more than 5 million companies around the world use the platform. From disseminating facts to imparting customer support, WhatsApp is quickly rising as an on-hand device for organizations to interact with clients efficaciously.

Also Read: Regional push: content streaming systems wager large on non-Hindi, non-English content material notwithstanding uncertain returns

Saying it better
For online tour services organization MakeMyTrip, WhatsApp solves refund and price tag related problems. Saujanya Shrivastava, organization CMO, MakeMyTrip, says that through providing customer service over WhatsApp, the organization sees a fifteen% discount in refund-associated calls to its patron care centers. The company additionally uses WhatsApp to provide clients with a manner to acquire and retrieve their booking information.
Meanwhile, food delivery employer Swiggy, too, experimented with the platform, frequently to inform clients approximately the fame of their order. It additionally included a map-based order monitoring machine so clients will be knowledgeable about the region of the delivery govt in actual time.
Online ticketing platform BookMyShow, found out via its in-residence survey that around 98% of customers decide on a conversation through WhatsApp, instead of over SMS or email. The agency says the platform allows sending richer facts, resulting in better person revel in, compared to standard textual content messaging or SMS. For instance, it permits QR code, which is a requisite for entry into cinema halls, to be to be had offline.
Marketers, in standard, agree that the platform is powerful to improve consumer experiences as opposed to as a marketing tool. A BookMyShow spokesperson shares that going forward, it’s going to have a look at including extra use instances inclusive of enabling customer service at once through WhatsApp and sharing relevant content material with users primarily based on their pursuits. For the latter, users may be required to choose-in for such communication, if involved.

Spam test
To ensure that organizations do now not inundate customers with unwanted messages, businesses the usage of the WhatsApp Business API need to advantage permission from customers to send them a message. For instance, on an airline’s website, users can opt to obtain flight updates thru WhatsApp rather than email. Opting out of the carrier is likewise clean — with BookMyShow, as an instance, all that the person needs to do is send a ‘STOP’ message to put an quit to the updates. Users can also block companies from contacting them.
Further, if a business responds to a client’s query in less than 24 hours, it is going to be unfastened, but if it exceeds that time, messages are charged. That’s another purpose analysts consider the platform serves handiest as an important facts tool as opposed to a marketing tool. In fact, the platform is exceptional used that way, says Sanchit Vir Gogia, an analyst at Greyhound Research. “Customers are increasingly more cautious of sharing non-public data and, extra importantly, being targeted with ads. Businesses need to analyze from clients’ inflammation with SMS and email unsolicited mail, and steer clear of this,” he provides.
For massive organizations, the WhatsApp chatbot integration permits responding to customers within 24 hours, keeping off greater cost. Several agencies offer such chatbot provider integration on WhatsApp.
Gogia believes that whilst WhatsApp Business may be very beneficial for micro and small businesses — buyers and specialists who aggressively use the platform to speak with clients and potentialities — it’s also an outstanding way to improve customer service and enjoy for both large and medium businesses.
Given the nature of the platform, it is largely applicable for online ticketing, e-trade, and meals delivery companies. But media/content material companies like Netflix, too, are the use of the platform, albeit on a small scale.
Businesses could also benefit from the payments characteristic on the platform, which exists for some users. However, WhatsApp is facing several regulatory problems regarding a formal roll-out of its payments service. Should those hurdles be conquered, WhatsApp Pay may be pretty lucky.