Whatsapp Automation: Advantages of Building an End-To-End Customer Journey

WhatsApp business automation refers to the process of using software, scripts, or tools to automate certain tasks on the WhatsApp messaging platform. With the increasing popularity of WhatsApp as a communication channel, businesses have found ways to streamline their CX efforts and better meet customer needs by automating repetitive tasks. 

Let’s discuss how your business can implement automation and its benefits, along with popular use cases.

Key Takeaways:

• WhatsApp’s active user base exceeds 2 billion people, and its messages have an open rate of around 98%. This makes it an essential platform for businesses to connect with customers and drive marketing, sales, and customer support operations.
• By automating messages on WhatsApp, businesses can save costs, increase employee productivity, improve omnichannel integration, provide faster responses, and offer personalized CX. Ultimately, customers feel supported from the point they discover the brand to completing the purchase and even beyond it.
• Businesses can automate customer communication using the WhatsApp Business API,  third-party automation tools, or programming scripts. The automation process has numerous applications across the customer journey and can be used to send welcome messages, order updates, notifications, surveys, reminders, etc.
• With the help of Exotel’s WhatsApp Product Suite, businesses can avail the benefits of WhatsApp automation, including higher customer engagement, increased brand loyalty, and improved conversion rates.

Benefits of WhatsApp Automation for Businesses

Building an end-to-end customer journey automation on WhatsApp offers several business advantages that improve customer engagement and overall efficiency.

Here are some key benefits for you to explore:

(i) Seamless Customer Experience: End-to-end customer journey includes all customer interactions with your business, starting from awareness to post-sales support. However, guiding customers at each step becomes difficult, especially for large businesses. This is where automation comes in. From initial interactions to follow-ups and support, customers can navigate through the process effortlessly with WhatsApp automation. This creates a seamless experience for your customers at every stage, and they never feel neglected.

(ii) Personalization: Every touchpoint of the customer journey holds the potential to connect with customers like a friend. WhatsApp automation allows businesses to personalize interactions based on customer data and preferences throughout the customer journey. With the use of customer segmentation and targeted messaging, you can deliver relevant content and offers, making customers feel valued and understood.

(iii) Improved Response Time and 24/7 Availability: Automated WhatsApp systems can operate round-the-clock, providing customers with continuous support and information even outside of business hours. This accessibility enhances customer service.
Moreover, with predefined responses and automated triggers, you can reduce the waiting time for customers. Customers might shift to another brand if a business takes forever to reply, leading to a higher churn rate. Faster response time allows customers to move through their journey faster, leading to increased conversions.

(iv) Increased Efficiency: WhatsApp automation streamlines repetitive tasks and reduces the need for manual intervention. This increases operational efficiency and allows employees to focus on more complex and value-added tasks, ultimately improving productivity.

(v) Multichannel Integration: When customers interact with your brand, they’re not just expecting a superior product but also an exceptional experience.  Integrating WhatsApp automation with other communication channels can create a unified customer experience. This seamless integration ensures that customers can switch between channels without losing context, leading to a consistent brand experience. For an end-to-end customer journey, you must integrate all communication touchpoints, as the sum of all interactions influences customer perception.

(vi) Data-driven Insights: Automation not only enhances customer satisfaction but also provides businesses with valuable insights about every customer interaction. Such insights can be used to establish a culture of continuous improvement in an organization. They can also be used to identify pain points, optimize processes, make data-driven decisions at every stage, and design the customer journey accordingly.

(vii) Scalability and Cost-effectiveness: As your business grows, automating the customer journey ensures that you can handle a larger volume of interactions without compromising on the quality of customer support. WhatsApp automation is highly scalable and adaptable to changing business needs. Automating the customer journey on WhatsApp can also lead to cost savings in the long run. It reduces the need for extensive human resources to handle routine tasks, allowing businesses to allocate resources more efficiently across the customer journey. 

Methods to Automate WhatsApp Messages

WhatsApp automation should be used in compliance with WhatsApp’s terms of service and local regulations. WhatsApp has implemented measures to prevent spam and abuse, and violating their policies can lead to account restrictions or bans. 

Here are some common approaches to automating WhatsApp messages responsibly:

WhatsApp Business API: The WhatsApp Business API allows businesses to automate and integrate unlimited WhatsApp messaging into their systems. It is designed for medium and large businesses and requires approval from WhatsApp. You’ll need to work with a WhatsApp partner like Exotel to set up and use the API.

Third-Party Automation Tools: There are third-party platforms that offer WhatsApp automation features, making it easier for businesses to automate messages without requiring extensive technical knowledge. Some popular tools include Exotel, Dialogflow, or ChatGPT for WhatsApp.

Programming Scripts: If you have programming skills, you can use programming languages like Python, Node.js, or Java to build custom automation scripts. The scripts can use the WhatsApp web interface (https://web.whatsapp.com) or WhatsApp unofficial APIs to interact with WhatsApp and send messages.

Use Cases of WhatsApp Automation

WhatsApp business automation has numerous use cases across different industries and purposes. Here are some common ones:

→ Onboarding Customers: As soon as a customer signs up or makes a purchase, a personalized welcome message can be sent via WhatsApp. Customers can also be taken on a guided tour of the product’s features and usage tips. For instance, a software company can send instructional videos on how to set up and use their software.

→ Customer Support: Businesses can use WhatsApp automation to provide instant responses to queries related to product information, shipping details, or account inquiries using chatbots or autoresponders. Customer support doesn’t end at the purchase stage and also encompasses after-sales assistance.

→ Appointment & Payment Reminders: Healthcare providers, salons, and service-based businesses can automate appointment and payment reminders, reducing no-shows and payment failures.

→ Order Status Updates: E-commerce businesses can send automated order status updates to customers, keeping them in the loop about their purchases and deliveries.

→ Broadcasting Announcements: Organizations can use automation to send bulk messages to their customer base, informing them about promotions, new product launches, or important updates.

→ Surveys and Feedback: Using automated surveys, businesses can gather customer feedback, helping them understand customer preferences and areas of improvement.

Exotel’s 360° WhatsApp Product Suite

Exotel’s WhatsApp Business Platform offers a comprehensive solution for businesses seeking to leverage WhatsApp as a powerful tool for customer engagement. It supports both one-on-one conversations and bulk messaging, making it suitable for businesses of all sizes. The platform offers several benefits, such as:

» Instant Responses: Ensure prompt communication with automated replies.

» Engaging Interactions: Tailor messages based on customer preferences.

» Streamlined Processes: Integrate WhatsApp into existing systems and workflows with API integration.

» Improved Data Security: Safeguard customer privacy and ensure compliance with  WhatsApp’s policies.

Learn more about Exotel’s WhatsApp offering here, and build stronger relationships with your customer base.