Whether it is for sales, customer service or digital marketing, WhatsApp (WA) has become the main tool for many companies and consumers in the country. In fact, the most recent report from the Treble.ai platform indicates that 79% of consumers prefer this channel to communicate directly with their brands.
The report, which included the participation of 30 companies (and carried out more than 150 consumer surveys), also highlights that the speed (73%) of WhatsApp “has been a critical factor” for consumers to prefer this platform, since It is a more direct route. Likewise, multimedia capacity (38%) and channel convenience (38%) have been essential for consumers because they find versatility and accessibility.
It should be noted that the report highlights that the use of WA has been “successful” for companies, since 83% of the organizations consulted report that the implementation of this channel has been easy and has allowed them to optimize time and resources.
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Considering the results, 70% of the companies consulted recognize that WhatsApp is the most “effective channel to achieve their results, compared to other more traditional channels.” When analyzing which channels consumers currently prefer, WA stands out in first place (79%), followed by Instagram (10%), telephone (6%), email (4%) and in fifth place the text message, SMS, (1%).
“This data reflects the importance of adapting business communication strategies to modern interaction expectations, privileging accessibility and immediacy in customer service,” says the Treble.ai report.
The ability to use WhatsApp during the purchasing process has also become relevant for consumers and 89% of those surveyed affirm this. Likewise, 73% of the buyers surveyed express significant loyalty towards those businesses that adopt WA as their main means of communication.
“This direct and efficient interaction not only enriches the shopping experience, but also fosters notable brand loyalty,” the report notes.
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On the other hand, the report shows that consumer expectations “are clear about the type of content they want to receive” through WA, since 57% of consumers affirm that they mainly value the promotion notice, while 51% They prefer communication that offers direct and relevant value. In addition, 48% seek to obtain resolution of doubts in real time during the purchasing process.
In the line of communication, the report shows that there is a willingness on the part of consumers to share their preferences through WA. In fact, 79% of consumers surveyed said they are willing to have that communication if a product or service does not meet their expectations, compared to 11% who said they would not share their preferences and 10% who said they are inclined through other channels.
But although the report reveals the possibilities that sales and marketing teams have today with the use of WA, the truth is that brands have great challenges in terms of communication.
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According to the report, the main challenge is how to avoid bad experiences with chatbots, since in many cases they do not resolve users’ doubts, then it highlights how to improve the delay in responses, excess content or spam, having to talk to multiple numbers of people and lastly the non-relevant content. “54% of consumers state that automatic responses that do not resolve doubts are one of the aspects that generate the most annoyance.”
JOHANA LORDUY
Portfolio Journalist