Although today 80% of conversations between people take place via digital media (WhatsApp, Facebook Messenger, Instagram, SMS, email, etc…), why is it that only 30% of conversations between customers and companies that serve them use these new medias? And even then, those 30% being relatively poorly managed….
Previously, merchants proudly displayed their newly acquired phone numbers on their store fronts in order to respond to their customers’ requests. Since then, times have changed considerably. Indeed, in an era of unlimited telecom packages, companies seem to be afraid of being contacted to the point where it often takes a lot of patience to find, on a buried web page, the lifesaving phone number that may allow you to get the information you’ve been waiting for.
We will not throw the stone at these companies, because indeed, if you think a little about it, the telephone call or even the so-called “voice call” is probably the weakest of all the media to get information. Indeed, except by establishing strict opening hours, it is impossible to know when a customer will call you. As a result, you are required to use an historical number of calls to estimate the number of agents that need to be staffed in your call centre.
Then, except as mentioned, based on the history, you also don’t know in advance why your customers might call you. Well, there is this damn interactive voice server (the famous “IVR”) which, out of a maximum of 4 choices (this is what we recommend to our customers), will tell you the reasons for the call. But again, when the customer is on the other end of the line, you only have a few seconds to react.
Finally, voice calling requires interaction between your agents and customers that is identical in every respect to a face-to-face discussion, i.e. maximum interactivity and listening that cannot be interrupted. As a result, not only you don’t know when your customers will call you, you don’t know in advance why, but you must also give them all the necessary attention and solve their problem as soon as possible! In short, the voice call is a torture for companies.
And to top it all, and this, despite what the Google Duplex pitchers could tell you, just like with the ghost of the “autonomous car”, we are still far (according to us 5 to 10 years) from the time when machines will be able to respond with the same empathy, creativity and assertiveness than a human agent, even if he or she has only a few weeks’ experience on the most diverse subjects. So there is no salvation in the automatic multiplication of artificial voice agents on demand.
And what about WhatsApp?
This is no longer news to anyone, WhatsApp with nearly two billion users, has succeeded where SMS or even email have failed miserably.
Indeed, WhatsApp for Business is a media that combines the immediacy of an SMS with the potential complexity of an email and its multiple attachments. It’s quite simple, today you no longer give the phone number of this new restaurant to your best friend, you “WhatsApp” him the contact form. Nor do you send the pictures of the youngest one via post, email or even an old internet link from a sharing website; you send them right away via WhatsApp, because you know that there too, a free daily backup will ensure that they will still be there even if you lose your phone!
In short, WhatsApp has become a family-friendly platform that adds a truly efficient multimedia dimension to your daily life.
So why doesn’t your company use it with its customers?
Have you ever wondered how many conversations with your customers who are now processed by phone, email or even SMS could be resolved more quickly via WhatsApp? According to our findings, it would be no less than 30 to 40% of all conversations between a company and its customers that could be resolved more quickly, easily and efficiently via this new digital medium.
This has several advantages, first of all, the famous “WOW” effect.
Let us explain: when a customer calls you, they want an immediate response. If you leave them in a queue for 10 minutes before talking to an agent, their wait will seem very long. Now, if you imagine that they ask you a question on WhatsApp now, when they get out of the subway station, and that ten minutes later, when they get home, they have the answer to their question on their phone, that will have had exactly the same impact on your resources, they will have waited the same time in the end and yet, you will have generated amongst your customers a feeling of listening, dynamism and attention in a word, the WOW effect.
This is normal, 10 minutes on the phone and 10 minutes for a WhatsApp conversation are not seen in the same way by your customers. It’s human and, we agree, it’s totally subjective.
Then there is the advantage of brevity. By phone, people might need several minutes to explain their problem, while on WhatsApp, they have only a few sentences or even better, 2 or 3 pictures or videos. As a result, your agent can get to the point much faster and help your clients faster and in a more knowledgeable way.
Finally, and this is one of the major advantages of these new digital media, they can easily use Artificial Intelligence and Robots to handle a large majority of customer requests. And when we talk about Artificial Intelligence, not the one we promise you in 10 years from now, no, the one that already exists and is here today. Here again, we find that 25 to 30% of customer conversations on digital media can be treated either partially or from end-to-end by a robot, increasing the efficiency of your agents.
One condition is, however, fundamental to all the advantages that we have taken up above: do not have siloed systems, which do not communicate between them and which will therefore force your customers to explain their problem every time, but make sure to use an omnichannel platform that will concentrate all customer conversations in one place. Indeed, from the point of view of the customer, he or she cannot understand that the person who speaks to him or her via WhatsApp, Facebook Messenger, SMS or even by email or phone, is not the same every time when he or she needs to communicate with you.
Besides the WOW effect and the customer loyalty that you will generate, our statistics show that if a genuine call centre agent is able to handle 50 to 70 conversations a day, the same agent, active on digital media and benefiting from the assistance of an omnichannel platform driven by artificial intelligence, is able to handle 150 to 200 digital conversation in that same day!
In short, why do you still wait to experience how WhatsApp will revolutionize your customer relations?