Create A Seamless Customer Experience Through WhatsApp Business
Head of Operations
What bases are we covering?
Getting started on WhatsApp.
Enhancing customer experience through WhatsApp.
Industry-specific use cases of the API and more.
Why is this relevant to you?
89% respondents expect a brand to respond to them within 24 hours.
80% respondents say that the experience a business provides is crucial.
52% have switched brands because of poor customer experience.
WhatsApp Business can help you respond faster and engage in more personal and genuine conversations. Our head of operations, Joshua Gautham, will guide you on leveraging WhatsApp Business as a channel of communication to support your customers along each step of their journey with your brand.
A computer-engineer-turned-business-analyst, Josh currently heads Operations at Kaleyra. Managing business operations end-to-end right from the creation of the product to marketing and selling it, he has experience in streamlining each processes to create the ideal customer experience. He is closely working with internal teams to implement a seamless customer journey.
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Create A Seamless Customer Experience Through WhatsApp Business
12 Sep 2019
Head of Operations
Transcript of WhatsApp webinar:
So, let’s go through the agenda for the day. Firstly, I’ll be introducing Kaleyra to you guys as a company. Then quickly WhatsApp as a communication channel. Then the official WhatsApp Business Account. Then the Industry use cases and how do we get started with the entire process. Then we’ll look at what are opt-ins and we will be looking at what these opt-ins are and why they are so necessary for WhatsApp and the message flow and delivery and how the back-end system works.
So, let’s quickly get you introduced to Kaleyra.
We are a CPaaS provider and we are specializing in SMS, Voice, and WhatsApp and few of our major clients are Uber, Amazon, Air Asia, Hyundai, Ola, Flipkart and Swiggy and these guys are using our services for many use cases. So, today we are going to specifically look at WhatsApp as a service and how these clients are using this service.
So, let’s go through Kaleyra’s record. We send over 24 billion messages and 1 billion voice calls a year. We have 3,000+ global customers and we have 1,600 network providers and 200+ employees worldwide. We have 12 global offices and we are spread over 7 locations across the globe.
WhatsApp as a communication channel and how effectively we’ll be able to use WhatsApp, right? Now the reach for WhatsApp is almost 1.6 billion people over 180 countries and WhatsApp is one of the most efficient ways to communicate, around the world.
So, we have an excellent engagement on WhatsApp because WhatsApp has already disrupted the entire consumer messaging space and now set to enhance the business communication space also. It is trying to replace the traditional methods of communication like emails, SMS, etc.
How effectively will we be able to leverage WhatsApp?
So, WhatsApp has over 60 languages available on it and there are already 5 million businesses registered on WhatsApp. There are 1.6 billion users like we already saw and there are around 150 million messages that businesses are sending to their customers on a daily basis and around 102 million messages are being sent by the customers to the businesses.
Now let’s look at some fun stats on the consumer behavior part. So, how WhatsApp is being used and why WhatsApp is necessary in today’s era.
Now 89% of customers expect a reply back from the brand within 24 hours. 80% of customers say that the customer experience a particular brand provides is as important as its product or service. And around 52% of the customers, which I think includes me also, will be okay to switch to a different brand if the existing one provides poor customer experience.
A few more fun stats we are going to look at, from WhatsApp - around 75% of the customers have actually repeatedly messaged the business in the last 3 months. So, 75% of the businesses said that it was the easiest way to get in contact with their customers and 72% of the customers feel that it gives a more personal connection compared to traditional methods of communication. 75% of the customers feel more confident about the business after chatting with them on WhatsApp. So, why is WhatsApp such a big thing in today’s era, right? And why do businesses today want to be on WhatsApp?
It’s very simple. Of course, come on, we are all getting spammed by our family groups day-in, day-out through WhatsApp. That’s the whole reason. Everyone’s on WhatsApp. It’s secure, it has end-to-end encryption - even WhatsApp won’t be able to read your messages. And it’s pretty reliable. WhatsApp hardly ever goes down right? So, that’s what the entire market is looking at because it’s one of the most efficient ways to communicate with all your customers - it’s extremely simple, secure and reliable.
Now let’s look at what exactly is the official WhatsApp business account. I’ll touch upon something called the types of WhatsApp portals. I think everyone is already familiar with it but this would give a sort of clarity on what exactly it means.
So firstly, we have something like a personal conversation we have with our family and friends on a day-to-day basis, through WhatsApp. The next is something called as a business account. And this is a non-verified business account which is available. And something which Kalerya is going to provide you is an official business account which has a particular tick mark next to the name, this means that your business has been verified by WhatsApp. And to add to it there is a small text written on top of the first message in the third image. So, it specifically shows that this chat is from an official business account.
Now let's look at how we are going to build a brand experience through WhatsApp and why is it so important?
So, what is a brand presence on WhatsApp? This gives a great amount of verification for the entire business itself. When the customer wants to talk to you this means that WhatsApp has already verified that you are an official business and you are good to go to talk to this particular customer. This is not going to be a traditional method of SMS where you do not know if the brand is actually messaging you or its a spam message. The brand presence we are talking about here can be created by any business just by adding details of the particular brand over here like the address, the website, open and closed hours and a small write-up about the business itself. Now messaging through WhatsApp APIs is extremely scalable and we can reach out to a large number of customers at any given point and to add to that it is very simple to plug-in WhatsApp with a bot and have a human-like interaction through a bot with your customers. So, now let’s quickly move to the pre-defined customer interactions with bots.
So, how do we go ahead with the entire interaction? Now if a particular customer wants to interact with you they are interested in a lot of information and it becomes very simple for them to get in touch with your customer support and it’s easy for you to solve queries on the fly and if you are plugging in a bot it almost personalizes the entire chat such that it looks like a human is responding from the other side. To look at this example, this particular customer wants to know more about the Fiji travel package and they reach out to the customer support. The bot replies back to them saying that, “hey we have so many activities,” and also shares a few images for the entire thing and I think that is what is important. Post which the customer goes ahead and says that “yes, I am good to go for the entire trip.” Then they receive the booking confirmation message along with the PDF with all the details in it.
Now, what exactly can you send through WhatsApp? A lot of people have been asking us saying these questions. Everyone wants to know about the different content types they can send through WhatsApp, how different it is from the SMS, email and other communication channels. So, in WhatsApp, you’ll be able to initiate customer care messaging where the customer can reach out to you and you’ll be able to really chat with the customer from there. So, these messages are almost like you’ll be able to talk to your customers, interact with them and it’s a conversational chat style. Now there is another type called the notifications. Notifications are primarily the messages which you get after you do a bank withdrawal, or you purchase something online where the business says, “hey looks like your order has been placed now please make the payment” or “your payment has been made, please await your order.”
Now let’s look at some of the pre-defined templates which are used for sending out notification WhatsApp messages. Now these are some of the templates which WhatsApp actually supports where you’ll be able to give an account update, then you’ll be able to give a reservation update, payment updates, shipping, transportation, appointments, personal finance updates, almost everything which is right there that you get from your traditional SMS channel. This is the same thing, right? This is almost checked from WhatsApp before even being sent to the end customers. So, there is no chance of the customers being spammed with marketing content as such.
Now there is one strict thing that WhatsApp imposes on all the businesses- that they will not be able to send any of the marketing content or any promotional messages through WhatsApp because they really want to maintain a good quality of messaging on WhatsApp.
Now let’s look at the few industry use cases using the pre-defined templates that we just mentioned over here.
Let’s look at my most favorite industry, which is the e-commerce industry, everyone is always shopping, I'm sure you all have been getting a lot of parcels from any of the e-commerce companies to your offices and home. Now how exactly is it going to make your life easier with WhatsApp? You’ll be able to send the account updates, payment updates, shipping updates details right on WhatsApp itself. Let’s say in this example here Jane wants to place an order for a book. Now she places an order and you’ll be able to send a confirmation message that the book has been placed and the shipping details are so and so and she will be receiving the book on so and so date. Please note that there is one important added note over here that the customer has to explicitly opt-in to these messages and you will not be able to trigger a message directly without a customer opt-ing for any of these notifications.
Now let’s go through the finance and the insurance sector. Traditionally in this industry, there has been a lot of SMS communication which keeps happening. For example, the bank will say that “hey to check your credit score send 1 to us” or “SMS CREDIT to us” or if you want help with the account statement they will be like, “reply back with STATEMENT and LAST 3 MONTHS” or something like that, right? And WhatsApp plugs it so that you’ll be able to engage with your customers with these kinds of messages. Let's say if at all you are saying “help” then WhatsApp is going to get back to you saying, “hey type so and so for getting an update about your account balance, your last three transactions, and your statement request.” So all these can be taken care from WhatsApp itself so the customer doesn’t have to go through the traditional customer support or SMS support or any of the email supports available.
Now let’s quickly go through the travel and hospitality industry. So, yes we are going to deep-dive into the travel and hospitality industry. Here we are going to delve deeper into the previous example of the customer chatting with a travel agency. Now the person wants to go to Fiji and what happens over here is that he will be receiving the reservation updates and payment updates. If he has any questions, he can also directly go ahead and talk to customer support. I see the most prominent templates which are being used in the travel and hospitality industry is reservation updates, payment updates, issue resolutions, and ticket updates.
How does a typical customer journey look like in the travel and hospitality industry?
So, there is a stage of discovery where you are just exploring through their app and finding that you need more information or something is missing. For instance, you want more information about the cost of something. Let’s say the visa process - you are not aware of it, or whose going to take care of it? Is it you or is the travel vendor? Who’s going to be handling it? So, now quickly the customer can just type in the message, “Hey I want to know to about this particular thing.” so the customer care can just go ahead and chat with them and engage with them on the fly. Next comes the booking stage. Now, this is where the thing gets a lot tricky, where all your updates are almost all over the place, right? Now you have your SMS, SMS will give you have the update saying that “hey your booking has been done through us, they’ll be sending the tickets through an email, then you’ll download it through an email and it’s all scattered. Now, WhatsApp is one place where all your contacts, conversations with the customer support along with the booking information just goes in one platform and you’ll be able to open one chat with the particular travel agent where you just find out all the information at the same time.
Now let’s look at the activation stage where the customer is actually looking to add things - let’s say he forgot to add breakfast for his travel and now he needs to talk to one of the agents and say that, “hey I need you to quickly go ahead and add something to the cart.” Now it becomes easy for them to talk to the agents in the customer support and these things are added on the fly. Let’s say if there are any changes or the trip itself is being postponed or if they need to cancel it, it is very easy to just go ahead on WhatsApp and chat with them and get it done. It is a very smooth process all over.
Now the last stage of the entire thing is engagement. For planning the trip everyone needs to find out what exactly does this company have to offer, for example, a loyalty program. The company many also want to collect some feedback from the customer. WhatsApp allows businesses to just go ahead and collect some feedback from the customer at the same time.
Now all said and done we need to know how exactly do we get started with WhatsApp. We have covered the previous slides with “why you need to use WhatsApp?” “How you can use WhatsApp?” but now is the time we are going to talk about how Kaleyra is going to help you get there.
Let’s quickly go through the onboarding process. We will be sharing a profile with you guys and you guys have to fill the file and share the profile back with us. Now, this profile is sent to Facebook for approval from our side after which one of our sales guys is going to give you a call and finalize the use case and the commercials for the entire offering that we have and how exactly you are going to use WhatsApp as a service. Now your account gets activated with Kaleyra once all your these three steps are done. Post which we will get in touch with you on what are the templates that you are going to send out through WhatsApp. Then the same things will be covered - the various use cases. So, you have to give us the templates and we will get these templates also verified by Facebook, post which once the templates are being approved you can easily integrate the APIs with your system. But, there is a catch. You need to collect the opt-in, from the customers and that’s the tedious part.
Now what we suggest as a method of collecting opt-ins are as follows:
Before we move on to how exactly you want to collect opt-ins let's move on to some important rules over here. Opt-ins are mandatory to initiate a notification message to the customer and customers will explicitly receive an opt-in message before you engage in a conversation. Businesses cannot send customers messages on WhatsApp simply because they have opted-in to receive email newsletters from them. It doesn’t work that way. You'll have to explicitly get opt-ins just for WhatsApp and the user consent should be outside of the WhatsApp application you cannot send the user consent message on WhatsApp it should be outside the WhatsApp application.
So the types of opt-ins are, one is the ad or discovery-based opt-in where you’ll be able to send the customer Google, Facebook, and other programmatic ads. The second type of method is the business initiated - like SMS, email, or you can just put a notification on the App or website itself.
So, here’s an example of a vegetable vendor who wants to start sending out messages through WhatsApp. So, he goes ahead and shows an ad to the end customer saying, “send message” after which there is a pop-up over there saying that to mention his mobile number and then click on submit and then he’ll be able to engage in a conversation with that particular customer or you’ll be able to send them a notification message saying that, “hey looks like we have some good offers going on. Would you like to make a purchase?”
Now another way of getting opt-in is through setting up with a user profile. The customer is signing up for the entire thing and they have to explicitly ask the customer by showing them an ad saying, “hey do you want to get updates on WhatsApp?” So now here once he clicks on the particular ad there will be a page open for him to enter his mobile number and you’ll be able to engage with them on that. The other way to do this is through business initiated methods which are via SMS, emails or directly through the apps. Now how can you do this, right? Now it is very simple. Just go ahead and add a hyperlink to the SMS or the email. Once the user clicks on that you can take him to a landing page where is asked to enter his mobile number and clicks on submit and you are good to engage with them on WhatsApp.
Another option is collecting opt-ins when the transaction is completed online and the customer just clicks on, “yes, I want to receive messages on WhatsApp.” and then you can send them the booking confirmation and or the status and everything on WhatsApp. WhatsApp even supports PDF and images so it’s pretty simple if you want to send invoices or anything of that sort, you can just go ahead and send the PDF or the image of the entire invoice straight away.
Now there are various touch-points in a customer’s journey. Now how and where you can get these opt-ins? One is definitely during the order stage where you can place an order and that time itself you are asking “why don’t you just give us an opt-in on WhatsApp going forward.” or during when they make the payment you can say, “hey why don’t you receive the invoice copy on WhatsApp?” that’s one way and before that after making the payment they need to know how exactly we can send product details when the product is going to come, who is going to come and all the details to the customer on WhatsApp. So, these are the methods that we would ideally suggest that you go ahead and insert the opt-in mechanism so that the customers can just go click on it and they can opt-in to receive messages.
Now let’s quickly go through message flow and delivery and how a sneak-peek of the back end on how the system actually works. So the business initiates a message through the Kaleyra application. The Kaleyra application then sends this to the WhatsApp servers. From the WhatsApp servers, the message goes to end subscriber and the same drill all over again of the subscriber wants to the business it then triggers back to the same fashion. The subscriber’s message the WhatsApp server, the WhatsApp server sends it to the Kaleyra application and then to the businesses.
That’s all we have for today!
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