Unlocking the Power of Response Orchestration on WhatsApp

Today, customers expect more than just one-way communication from businesses. The rise of conversational marketing is driven by consumers’ demand for personalized, convenient, and seamless digital experiences with a human touch. According to a report by Accenture, 91% of consumers are more likely to shop with brands that provide them with personalized experiences, offers, and recommendations. This has led to more and more businesses turning to messaging platforms like WhatsApp to connect with customers in a meaningful way. In fact, a recent survey found that 75% of consumers have increased their usage of messaging apps since the pandemic began. With over 2 billion monthly active users globally, WhatsApp has become a go-to platform for businesses to engage with their audience, particularly in countries like India, Brazil, and Indonesia, where it is the most popular messaging app.

By leveraging WhatsApp orchestration and conversational marketing strategies, businesses can have two-way conversations with their customers, create a more personalized experience, and build long-lasting relationships. In this blog, we’ll explore how businesses can harness the power of WhatsApp to meet the evolving expectations of their customers and increase response rates through conversational marketing.

So, What is WhatsApp Orchestration?

Think of it this way: imagine you’re a customer service representative handling a high volume of queries and support requests from customers on WhatsApp. It can be overwhelming and time-consuming to respond to every message promptly, especially if you have other tasks to manage as well.

That’s where WhatsApp orchestration comes in. By integrating WhatsApp Business with your existing customer service platform, you can automate messages and the processing of customer queries. This allows you to streamline your customer support processes and provide a more personalized, efficient, and seamless experience for your customers on WhatsApp.

For example, you can set up automated responses to common queries like product availability, pricing, and delivery times. You can also use chatbots to handle basic customer service interactions, freeing up your human agents to handle more complex requests. And with the ability to track customer conversations and insights, you can gain valuable data to improve your customer experience and inform your marketing strategies.

How WhatsApp Orchestration is changing the game across industries

Healthcare: Apollo Hospitals, one of India’s largest healthcare providers, uses WhatsApp to provide virtual consultations to patients. Patients can use WhatsApp to schedule appointments, share medical reports, and receive advice from doctors.

Retail: Adidas is using WhatsApp to send product updates and promotions to customers. Customers can also use WhatsApp to get personalized style advice from Adidas experts.

Finance: CitiBank is using WhatsApp for customer support and to send account alerts to customers. CitiBank’s customers can also use WhatsApp to check their account balance and transaction history.

Travel: KLM Royal Dutch Airlines uses WhatsApp to provide flight updates and allow customers to check in for their flights. Customers can also use WhatsApp to ask questions and receive personalized travel advice.

WhatsApp offers several features that enable effective response orchestration in marketing.

Chatbots: WhatsApp’s chatbot feature allows businesses to automate responses to customer queries and frequently asked questions. Imagine a customer contacts a business through WhatsApp to ask about their store hours. With a chatbot, the customer can receive an instant response to the store’s opening and closing times without waiting for a human representative to respond. This improves the customer experience by providing quick, accurate information while freeing customer support agents to handle more complex inquiries.

API Integration: Let’s say a customer contacts a business through WhatsApp with a complaint about a recent purchase. By integrating WhatsApp with its CRM system, the business can quickly access the customer’s purchase history and identify the issue. Then they can respond with a personalized message that addresses the specific problem rather than providing a generic response. That way, the customer feels valued, and the business can demonstrate its commitment to resolving any issues the customer may have.

Group Chat: WhatsApp’s group chat feature allows businesses to communicate with multiple customers simultaneously. Suppose a business has a new product launch coming up and wants to generate buzz among its customers. They can create a group chat with a select group of customers and provide them with exclusive information about the product, like sneak peeks, behind-the-scenes footage, and early access.

Multimedia Messaging: This feature allows businesses to send images, videos, and other types of content to customers. This is specifically important for industries like fashion or retail. Instead of sending a generic text message, they can create a multimedia message that includes a video demonstration of the product, high-quality images, and a call-to-action button directing customers to purchase the product. This provides customers with a more engaging and interactive experience, which can increase their interest in the product and drive more conversions.

With our latest offering, HCL Marketing Cloud, real-time engagement takes a front seat. Marketers can seamlessly integrate WhatsApp as a touchpoint, enabling immediate responses and personalized interactions. Harness the power of conversational messaging to redefine your customer's journey and unlock unparalleled customer experiences. Stay tuned for part two, where we delve deeper into how the integration with WhatsApp can revolutionize your overall marketing strategy.