This is the most digital era of all time. The way in which people communicate has changed, both with their environment and with companies and mobile has become the most used tool. The average use increases daily and does not reside solely in calls or Internet searches, but has become the most practical and simple way to resolve procedures, clarify doubts or make queries.
In this sense, applications like whatsapp or instagram, which were initially used to connect with friends or family, are now also a link between clients and businesses. However, according to a study conducted by Esendex, in collaboration with PricewaterhouseCoopersthe use of mobile messaging in SMEs is significantly lower (39%) than in large companies (59%). Hence the importance of large companies offering SMEs easy-to-use tools or applications that encourage direct and close communication with their customers.
Meta has the WhatsApp Business application, especially focused on small and medium-sized companies. Its objective is to make it easier for businesses to contact and have a relationship with their customers., through private conversations, since they are protected with end-to-end encryption, as well as answer questions or make inquiries. But it also offers businesses features that allow them to quickly automate, organize, and tag their chats.
In addition, Instagram also has its Business version, which helps SMEs to share their information more easily, sell directly in the app and interact with their customers through direct messages, to consolidate their relationship. These applications can even connect with each other, since businesses with an Instagram Business account can include a chat button in WhatsApp, to adapt to the preferences of their users. According to data from Meta, over 1 billion users message businesses each week via WhatsApp, Messenger and Instagram Direct.
This way of communicating with customers is what makes it possible for small businesses to maintain the close relationship that characterizes them. “We have increased customer service inquiries by 60% in the last year through the WhatsApp Business App. It is an agile and close method of addressing our community, to resolve doubts and facilitate the purchase of our products”, say 40 degrees to the Shadow, a personalized gift company from Malaga.
In this way, businesses can create a direct communication channel with their customers, in which they can ask about the products, solve their doubts and even, in the future, look for other businesses and pay through the WhatsApp application itself, such as was announced in the recent WhatsApp Business Summit in Brazil.
