WhatsApp for Customer Service: A Comprehensive Guide

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Exceptional customer service has three key elements: quick responses, personalisation, and proactive support. 

‍And, WhatsApp Business gives you a significant boost in all these areas. 

.Wondering how?

The benefits of WhatsApp chatbots, building a WhatsApp Business community, and the advantages of WhatsApp Business are immense. WhatsApp Business has advanced features designed explicitly for D2C brands. This brings us to today’s topic of discussion, how to use WhatsApp for customer service

Learn the benefits of using WhatsApp for customer service in detail in this blog. 

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Why WhatsApp Is Revolutionising Customer Service

In today’s digital landscape, customers expect instant, personalised service, and WhatsApp has become one of the most effective platforms for providing it. With over 2 billion users globally, WhatsApp offers businesses a unique opportunity to engage directly with customers, answer queries, and resolve issues in real time.

Its simple interface, wide adoption, and ability to handle multimedia messages make it an essential tool for businesses looking to improve customer satisfaction and loyalty. Companies across industries are adopting WhatsApp as a core part of their customer service strategy, revolutionising the way they interact with customers.

Benefits of WhatsApp for Customer Support

Using WhatsApp for customer service offers a range of benefits, helping businesses provide faster, more efficient support while reducing operational costs. Here are the key advantages:

1. Real-Time Communication
   • WhatsApp allows businesses to engage with customers instantly, helping resolve queries and issues faster than traditional channels like email or phone.
2. Multi-Channel Integration
   • WhatsApp can be easily integrated into websites, apps, and social media platforms, providing a seamless experience for customers.
3. Rich Media Support
   • Businesses can send images, videos, voice messages, and documents to clarify solutions, making customer interactions more effective and engaging.
4. Global Reach
   • WhatsApp is available in over 180 countries, allowing businesses to serve international customers without the need for multiple communication tools.
5. Enhanced Personalisation
   • Conversations on WhatsApp enable businesses to address customers by name and send tailored recommendations or solutions based on their preferences and history.
6. Improved Customer Satisfaction

Faster resolution times, friendly conversations, and personalised communication help increase customer satisfaction and retention.

Why are companies using WhatsApp for customer service?

There are a lot of businesses these days that serve customer service via WhatsApp, majorly due to its better CTR. Here are some benefits of leveraging WhatsApp for customer service:  

1. WhatApp gives you extensive global reach 

‍WhatsApp's popularity is unparalleled, boasting over 2 billion users worldwide. This extensive user base presents a golden opportunity for businesses to connect with an enormous audience. 

‍With its presence in over 180 countries out of the total 195, the app also provides an exceptional platform for global outreach. 

‍This broadens the scope of customer service, enabling businesses to offer assistance, answer queries, and provide information on a truly international scale.

2. WhatsApp is the most popular instant messaging app

‍As of 2022, WhatsApp is the most downloaded chat and messaging app, racking up 40.6 million downloads on the App Store and Google Play. 

‍By using WhatsApp for customer service, companies tap into a user base already familiar with and accustomed to the app's features, ensuring a seamless and user-friendly interaction. 

3. WhatsApp API has a whopping 99% open rate

With such a high open rate, businesses can have confidence that their messages won't go unnoticed, enhancing the chances of timely responses and productive interactions. 

Customer service via WhatsApp is an invaluable tool for customer service, providing a direct and efficient line of communication that customers are more inclined to engage with, resulting in improved customer satisfaction and loyalty.

4. WhatsApp gives you real-time connectivity

Using WhatsApp for customer support facilitates timely and direct communication, eliminating the delays often associated with traditional communication channels like email. 

‍Whether a customer has a question, or concern, or requires assistance, businesses can promptly address their needs, enhancing customer satisfaction and loyalty.

5. WhatsApp API allows you to integrate with multiple apps/channels

This platform enhances the customer experience by enabling integrations such as WhatsApp CRM integration or e-commerce website integration. You can do it via:‍

• WhatsApp API
• WhatsApp widget
• WhatsApp pop-up

‍This ensures that customer interactions are centralised, enabling agents to access relevant information efficiently. Moreover, customers can transition from browsing products on an app or website to initiating a conversation on WhatsApp without disruptions, offering a unified and streamlined experience.

6. WhatsApp caters to a rich multimedia content experience 

WhatsApp offers businesses a dynamic and engaging customer experience through rich multimedia content. Beyond text, businesses can share images, videos, audio clips, and even documents with customers; and vice-versa. 

‍This feature is particularly impactful for product demonstrations, troubleshooting assistance, or conveying complex information visually. It creates a more immersive and interactive engagement, making it easier for businesses to deliver offerings simply using WhatsApp for customer support and also reducing the chances of miscommunication.‍

WhatsApp lets you leverage chat automation for various scenarios

Chatbots, and automated responses (message scheduling, away messages, greeting messages and quick replies) can be configured to handle common inquiries, process orders, provide essential information, and more. 

This automation not only accelerates response times but also optimises allocating human resources. 

Complex queries that require human intervention can be seamlessly transferred from automated interactions to live agents. This integration of automation and human touch ensures a balance between efficiency and personalisation, offering customers quick resolutions while maintaining a personalised touch when needed.

How to setup WhatsApp for customer service?

Follow these 6 steps to use WhatsApp for customer service effectively. These are:

1. Create a WhatsApp Business Profile

Set up a business profile on WhatsApp by downloading the WhatsApp Business app or using WhatsApp Business API. Provide essential business details such as name, category, description, and contact information.

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2. Notify Customers about Availability

Inform your customers about your presence on WhatsApp through various communication channels like email, social media, and your website. Make sure they know they can reach out to you on this platform.

3. Integrate WhatsApp with Your Website

Embed a WhatsApp widget or link on your website that directs customers to initiate conversations with you. Visitors can quickly start chatting with your business from your website.

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4. Integrate WhatsApp Marketing Software

If you have a more extensive customer base, consider using WhatsApp marketing software or APIs to manage and streamline conversations. This enables you to handle a higher volume of messages efficiently.

5. Automate Most Frequent Messages

Utilise WhatsApp Chatbots or automated messaging to handle common queries and tasks. This could include providing basic information, order tracking, or FAQs. Automation reduces response time and enhances customer experience. 

6. Create and Use WhatsApp Templates

WhatsApp has predefined message templates for various scenarios like order confirmations, appointment reminders, and shipping updates. Use these templates to ensure consistent and compliant messaging.

For those interested in establishing a more interactive and engaging environment, consider Building WhatsApp Business Community to foster closer relationships with your customers

How can you handle a large number of support requests on WhatsApp?

WhatsApp Business has certain limitations when using WhatsApp for customer service. These are:

• You are limited to only 256 contacts per broadcast list
• No analytics and reports
• No integration with CRM platforms
• Limited automation options
• Your WhatsApp Business profile can only connect with five devices.

You can overcome these limitations by transitioning to the WhatsApp Business API and integrating it with a WhatsApp Marketing platform.

Here’s what Pragma’s WhatsApp suite offers D2C businesses: 

• Send bulk messages to your audiences and automate recurring campaigns for respective segments

• Schedule broadcasts by building brand/product-specific flowcharts

• Create and run unlimited WhatsApp drip campaigns to engage customers

• Access real-time data on progress concerning ROI, AOV, CTR etc 

• Provide tailored retargeting messages to reduce abandoned cart rate and boost conversions for your store 
• Create an unparalleled shopping experience for buyers with more accessible payment options, order tracking capabilities, personalised catalogues, etc. 

Automating Your WhatsApp Customer Service with AI Chatbots

Handling a large volume of support requests manually can become overwhelming. This is where AI-powered chatbots come into play, offering businesses the ability to automate repetitive queries and streamline customer support on WhatsApp.

Here’s how AI chatbots can enhance your WhatsApp customer service:

1. 24/7 Availability
   • AI chatbots ensure your business can provide round-the-clock support, even when human agents are unavailable.
2. Handling Repetitive Queries
   • Frequently asked questions—like order tracking, refund policies, and product information—can be automatically answered by chatbots, freeing up human agents to handle complex issues.
3. Smart Routing to Human Agents
   • When a query requires human intervention, the chatbot can escalate the issue to the appropriate support agent with all the relevant details, reducing resolution time.
4. Personalised Interactions
   • Advanced AI chatbots can recognise customer preferences and behaviour, offering tailored responses and recommendations.
5. Cost Efficiency
   • Automating a portion of customer service reduces operational costs by minimising the need for a large support team.
6. Multi-Language Support

AI chatbots can handle conversations in multiple languages, ensuring customers from different regions receive support in their native tongue.

Key Metrics and Analytics for WhatsApp Customer Service

To optimise WhatsApp as a customer service tool, businesses must track key performance indicators (KPIs) and analyse data. Here are the most important metrics to measure:

1. First Response Time (FRT)
   • This metric measures how quickly your support team responds to an initial message. A lower FRT indicates better responsiveness.
2. Average Resolution Time
   • Tracking how long it takes to resolve customer issues helps identify bottlenecks in your support process and opportunities for improvement.
3. Conversation Volume
   • Understanding how many requests you receive daily or weekly can help you allocate resources efficiently and predict staffing needs.
4. Customer Satisfaction Score (CSAT)
   • After a conversation ends, businesses can send a satisfaction survey via WhatsApp to gather feedback and monitor customer happiness.
5. Net Promoter Score (NPS)
   • NPS measures the likelihood of a customer recommending your business based on their experience, helping you gauge overall satisfaction and loyalty.
6. Chatbot Success Rate
   • If you’re using AI chatbots, it’s important to measure how many queries are successfully handled by the bot without human intervention. A higher success rate indicates that your bot is performing well.
7. Abandonment Rate
   • This metric tracks how often customers leave conversations before their issue is resolved, giving insight into gaps in your support strategy.
8. Customer Retention Rate

Analysing how WhatsApp interactions impact customer retention helps assess the effectiveness of your customer service efforts.

How to use WhatsApp for customer service: 9 tips

Here are some of the best practices for using WhatsApp for customer service: 

Promote presence

Increase reach out via easy & direct communication by adding WhatsApp on your website, social media platforms, email communications, and more. 

‍Simplify customer engagement by offering a clickable link or a QR code directly connecting them to your WhatsApp chat. This accessibility fosters seamless interaction and encourages customers to reach out with ease.

Clear communication

Opt for concise and clear communication when interacting with customers. Express information in a straightforward manner to avoid misunderstandings. Maintain professionalism by refraining from using offensive language, ensuring that conversations remain respectful and productive for all parties involved. ‍

Feedback matters

Actively seek out customer feedback on WhatsApp through automated surveys to gain valuable insights into their experiences. These insights enable you to refine and enhance your service based on their preferences and needs. 

‍By implementing customer-driven improvements, you demonstrate a commitment to providing a better experience and creating a robust customer-centric approach.

Instant response

Inform customers about the anticipated response time for their inquiries. Uphold this commitment by promptly addressing their concerns within the stipulated time frame. 

‍Consistently meeting these response expectations establishes trust, reduces frustration, and showcases your dedication to delivering efficient support.

Visuals help or guidance

Utilise multimedia elements such as images, videos, and voice messages to facilitate better comprehension of complex topics or product details. ‍

Visual aids enhance the clarity of explanations, making it easier for customers to grasp information and solutions. This approach reduces ambiguity and increases customer satisfaction by providing more precise guidance.

Personalisation

Forge a personal connection by addressing customers by name and acknowledging their emotions and concerns.

Tailor your responses to their specific circumstances, demonstrating customer specific behaviour and understanding (with the help of data from 450+ brands’ consumer data). 

‍This personalised approach cultivates a positive rapport, showcasing that your customer service is attuned to individual needs and concerns.

Define SLAs

Establish clear Service Level Agreements (SLAs) that outline the scope, quality, and timeline for the WhatsApp customer service job. These agreements set mutual expectations for your team and customers, ensuring a transparent understanding of the support process. 

‍Well-defined SLAs contribute to customer satisfaction by providing clarity, accountability, and a standardised framework for service delivery.

Establish Clear Service Hours

Clearly define your service hours and let customers know when they can expect a response from your team. 

If your team is not available 24/7, consider setting up automated messages to inform customers about response times during off-hours.

Implement Chatbots

Integrate chatbots into your WhatsApp customer service strategy to automate routine inquiries and provide instant responses to common questions. Chatbots can handle repetitive tasks, such as providing order status updates,

FAQs, and basic troubleshooting, freeing up your human agents to focus on more complex issues.

3 Great examples of companies using WhatsApp for customer service

KLM Royal Dutch Airlines:

KLM has been an early adopter of WhatsApp for customer service. Passengers can use WhatsApp to receive booking confirmations, flight status updates, and even boarding passes. Additionally, customers can use the platform to ask questions, make inquiries, or resolve issues related to their flights, baggage, or other services. KLM's WhatsApp service operates 24/7 and is available in multiple languages, providing customers with convenient and efficient support.

Bukalapak:

Bukalapak, one of Indonesia's largest e-commerce platforms, uses WhatsApp to enhance its customer service experience. Customers can use WhatsApp to communicate with Bukalapak's support team, ask questions about products, track orders, and resolve issues related to their purchases. Bukalapak's WhatsApp service allows for quick and personalized responses, helping to build trust and loyalty among its customer base.

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Absa Bank: 

Absa Bank, a financial services provider based in South Africa, has implemented WhatsApp as part of its customer service strategy. Customers can use WhatsApp to perform various banking tasks, such as checking account balances, transferring funds, paying bills, and even applying for loans. Absa's WhatsApp service provides customers with a convenient and secure way to manage their finances and receive assistance from the bank's support team, enhancing the overall banking experience.

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WhatsApp customer support software

Allo Innoware, the health-first kitchenware brand, achieved 11X Growth in ROAS with Pragma.

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The company experienced challenges in the following areas:

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❌Marketing strategy and campaigns.

❌Real-time delivery updates

❌Return management 

❌Responses rate for messages and notifications

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Bringing together a group of services and mining data from everyone, Pragma used that information to optimise for personalisation and achieved the following results:

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🏆Abandoned cart recovery rates improved, bringing revenue of over ₹3,70,000

🏆COD to prepaid conversions increased by 9.76%

🏆A whopping open rate of 80.3% on WhatsApp Communication

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The solutions that got these results are:

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✔️Segmentation of Data

✔️Setting Individual Customer Preferences

✔️Content & strategy positioning

✔️Content for each buyer stage.

✔️Optimising based on the sales team input

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FAQs

How can I use WhatsApp for customer service? 

You can leverage WhatsApp Business or WhatsApp API for customer service by setting up a business account, engaging with customers in real-time, sending proactive messages, and resolving inquiries efficiently, offering a convenient communication channel.

Do companies use WhatsApp for customer service?

Many companies use WhatsApp for customer service due to its popularity and convenience. It allows direct communication, timely updates, and personalised interactions, enhancing customer experience.

Why use WhatsApp for customer service?

Benefits of Using WhatsApp for Customer Service: WhatsApp offers instant, direct, and personalised communication, meeting customers where they are. It facilitates proactive messaging, provides a familiar interface, and can efficiently integrate chatbots, leading to improved customer satisfaction.

What is a chatbot in WhatsApp?

A WhatsApp chatbot is an automated system that interacts with users on the messaging platform. It can answer common queries, provide information, offer options, and perform tasks, enhancing customer service efficiency and availability.

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