One in three Brits prefers to reach customer service via WhatsApp

One in three Brits likes to get client service through WhatsApp, emphasizing the requirement for companies to use a completely omnichannel presence.

New research from telecommunications provider Esendex found that, despite call centers being a traditional standard of communication between brands and their clients, WhatsApp is now the choice for just under half of the UK population (43%).

More than three-quarters (79%) of customers would think buying a development from a business is because of a marketing letter obtained through text or WhatsApp. Respondents decided that notifications of a sale, one-time discount, or sign that an article they liked is back in stock, were most likely to lure them in.

Laura Brown, head of the market era at Esendex, commented: "We liked to do a deep dive into the consumer of today, post-pandemic. At the core of what we found is a major change in consumer expectations and communication choices, with more than half of Brits confessing they get frustrated if they have to wait more than five hours for a reply from shopper service?

"When businesses grow their ways of communication beyond the standard (i.e. just phone or email), they make an omnichannel company that provides no rock is left unturned, so to speak. WhatsApp, in particular, is even really only in its earlier phases, so there’s a tremendous chance here for businesses to hire on a medium that’s used by more than two billion users worldwide.

"In addition to this, statistics indicate that 48% of people are on their phone between four and eight hours a day, with seven in ten matching any unread messages in less than five minutes. WhatsApp, therefore, is one of the fastest methods to respond to – or get the awareness of – a consumer”.

Why conduct the research?

We liked to do a deep dive into the customer of today, post-pandemic. At the heart of what we found is a major change in client expectations and communication choices, with more than half of Brits revealing they get frustrated if they have to stay more than five hours for a reply from consumer service.

When companies develop their ways of communication beyond the norm (i.e. just phone or email), they make an omnichannel presence that provides no stone is left unturned, so to speak. WhatsApp, in certain, is still really only in its earlier phases, so there’s a tremendous chance here for businesses to hire on a medium that’s used by more than two billion users worldwide.

In addition to this, statistics indicate that 48% of individuals are on their phones between four and eight hours a day, with seven in ten matching any unread messages in less than five minutes. WhatsApp, therefore, is one of the fastest ways to reply to – or get the awareness of – a client.

Established in 2018, WhatsApp for Business allows organizations to send texts, photos, videos, and audio directly to their client's pockets, with the addition of branding and even bots for fully automated exchanges.

Tips for using WhatsApp for business

Statistics reveal that 73% of people use numerous channels during their shopping journey.

Additionally, those that use four or more tracks spend 9% more with a company, on average, when reached to those who just use one channel.

Esendex delivers some tips when evaluating whether to use WhatsApp to share with your clients.

Ask yourself ‘why WhatsApp?’

WhatsApp for Business has so extensive functionality, it can be challenging to understand where to begin. The first thing to demonstrate is why you like to use it in the first place.

Maybe you’ve placed a specific pain point in the current client journey that the forum might support fixing. Or maybe overall attention and modifications through other media are too low? Knowing the why will help you identify the how and help you get a clear strategy in place.

Specify the use cases carefully

One thing you don’t like to do is message your buyers about everything and anything – their requirements to be thought behind each communication.

Esendex research indicates that clients are most likely to be open-minded to texts that allow them to handle appointments, remind them of any amounts due and notify them of any updates to their delivery.

Two in three Brits are also happy to acquire marketing messages from companies.

Encourage two-way conversations

Once you’ve started spreading your communications to different platforms, it’s time to start promoting two-way discussions with your customers, for a completely interactive experience.

This makes sense during ‘the mobile revolution’ with statistics highlighting how 69% of people would rather use their phone than process an in-store employee; two in three also touch more favorably towards a company that delivers this messaging.

Omnichannel chat is one method to study this, letting client service and marketing teams enjoy numerous, accompanying, two-way, mobile-focused discussions with customers through a variety of digital communication channels.

Bots can even be deployed to assist automate answers to regularly asked queries (such as how to return an item), with the added advantage of being able to provide service 24/7.

Don’t forget about GDPR

All companies should be conscious of GDPR already, but did you know consumers have to opt-in to WhatsApp communications too? The consent must be done through a third-party medium i.e. a channel a business is already using to convey with its clients.

It is also a company's accountability to tell clients what type of information they’ll accept, to keep a record of any opt-ins, and to provide a clear opt-out possibility.