WhatsApp integration

Is WhatsApp Integration for Customer Support Worthwhile?

2 to 3 billion people worldwide use WhatsApp, making it the most used messaging platform globally. 

This figure isn’t bumped up by inactive users – around 70% of WhatsApp users check the app every day

And, unlike all those emails which go unopened or land in neglected accounts, people actually read their WhatsApp messages. 

Messages on the platform have a 99% open rate.  

With this in mind, it’s easy to see why you might want to add WhatsApp as a customer service channel.  

Of course, it’s not as easy as flipping a switch… so let’s take a look at the main challenges and how you might solve them.

Offering Customer Support With WhatsApp

WhatsApp makes it easy for businesses to provide support via the platform. You can use the WhatsApp Business app, or integrate the platform with your existing tools using the API.

The WhatsApp Business app is the company’s business messaging solution. It lets you create a business profile that highlights simple information about your company. 

For example:

  • Your website
  • Company bio
  • Address
  • Phone number

It’s easy to direct customers to this profile. When they discover it, they can contact you via the messaging service. 

Customers love the service because they can speak to someone from your team using a messaging app they are familiar with. 

The issue is the WhatsApp Business app is a standalone product. Businesses with existing support infrastructure need to integrate WhatsApp within their current system. 

You can do this with a third-party solution like babelforce.

whatsapp vs email

WhatsApp integration can be easy(ish)

Whatever your solution, the first step is integrating WhatsApp with your contact center. 

With babelforce, that means installing the babelconnect app and linking your contact center infrastructure with WhatsApp.  

(If you didn’t know, we’re famous for making this kind of integration incredibly easy!)

6 Major benefits of WhatsApp for customer support

#1 Send and receive WhatsApp messages within your contact center software

Integrating WhatsApp lets agents send and receive WhatsApp messages using your existing software. 

Messages are turned into tickets like those that arrive via SMS, email, or chat support. Then they’re added to the queue alongside all other voice and message contact. 

The upshot is that you don’t need to create new processes to deal with the new channel. Replying to messages on WhatsApp is as quick and easy as any other communication method.

#2 Receive customer data alongside tickets

Do you want to receive crucial customer data alongside the WhatsApp message ticket?

If you don’t… why not?

If you do, you’re in luck.  

The integration with contact center software allows you to highlight the customer’s profile, recent orders, or open support tickets

This enables agents to provide fast, relevant support and means customers don’t have to repeat themselves. 

And it works the other way too.

If a customer contacts you on WhatsApp then calls you later, the agent who receives the call can see the WhatsApp communication. 

whatsapp messages

#3 Automate your service

You can use chatbots to automate WhatsApp conversations. You’ll be able to answer customer queries without them ever speaking to your team – cutting costs in the process.

You just need to create self-service flows. Offer customers several options to choose from when they start a conversation to help them find answers. It’s similar to self-service IVR but for messaging. 

Use this for queries about topics such as:

  • Opening hours
  • Order updates
  • Account status checks
  • Simple sales processes

#4 Deflect calls to WhatsApp

Use your integration to deflect calls to WhatsApp. Just encourage customers to switch channels within your IVR

This will let them use your self-service options instead of speaking to an agent. You’ll cut customer wait time and your team will have fewer calls to deal with.

#5 Send multimedia messages 

WhatsApp integration makes it easy for customers to send multimedia messages to your team. They can snap an image on their phone and then send it via the platform. 

This could help with many types of queries. For example:

  • Providing supplementary information about an issue
  • Verifying accounts
  • Sending meter readings

In some territories, businesses doing distance-selling need to show documents or get an e-signature; WhatsApp’s multimedia functionality is a great help with that too!


#6 Support proactive service

Proactive support is when you solve an issue or help a customer solve an issue before the customer contacts you about the problem. 

It’s useful because it can significantly reduce incoming contact while improving the customer experience.

WhatsApp supports this type of service. For example, airlines can send customers information about a service delay as soon as it occurs, allowing passengers to change their plans. 

You can offer proactive service via other communication channels. But using WhatsApp ensures your contact goes directly to the customer’s phone. 

(Plus, the vast majority of WhatsApp users have push notifications turned on by default!)

whatsapp integration

babelforce makes WhatsApp integration super simple

babelforce enables any customer support team to integrate WhatsApp with their software. 

We’re a No-Code tool which means anyone can set up integrations using our software, not just those who know complex programming languages. 

This has several benefits:

  • The people closest to the customer have direct control over the solutions they implement. 
  • Having fewer people involved in roll-outs speeds up the time it takes to implement new ideas.
  • Free up your development team to focus on other work.

We work with almost all available contact center tools and infrastructure. Just choose the tools you want to connect from within the visual interface. Then use our No-Code builder to add relevant pre-built integrations. 

Want to hear more about bringing WhatsApp into your customer services? Check out our recorded webinar on WhatsApp now!

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