WhatsApp Integration Brings Marketing and Service Conversations

Today, Salesforce, has announced the general availability of Unified Conversations for WhatsApp, which transforms one-way marketing promotions or service requests into dynamic, two-way conversations from a single WhatsApp number. 

Instead of managing separate threads for promotions and support, customers can automatically receive personalised opt-in marketing promotions and individual support all within a single WhatsApp chat between a brand and customer.

This allows companies like Agibank to use data stored in Salesforce from across their more than 900 hubs within WhatsApp to deliver personalised loan proposals, resolve concerns faster, and better support customers — all in a single conversation.

Why it matters: Seventy-nine percent of customers expect consistent interactions across departments and 75% want to communicate with brands using messaging.

However, businesses aren’t meeting these expectations. Customers report that disconnected experiences are their top frustration when dealing with an organisation.

Salesforce perspective: “With more than two billion people using WhatsApp today, Salesforce’s new Unified Conversations for WhatsApp enables brands to connect with their customers where they are and have a single, connected, and trusted experience,” said Steve Hammond, EVP and GM, Salesforce Marketing Cloud.

“This helps brands break down barriers across their company and build stronger relationships throughout their customer’s journey, including natural handoffs from marketing to service teams, by driving the right personalised engagement, no matter where they are in the customer journey, at the right time and in the right context.”

Go deeper: Unified Conversations for WhatsApp is powered by Salesforce Data Cloud. Data Cloud allows companies to bring all of their trapped data into Salesforce and build a unified customer profile across all products, services, and interactions.

This allows marketers and service agents to work off the same, shared customer profile and provides them with the relevant context needed to deliver trusted experiences across both departments in a single chat thread.

Innovation in action: By combining marketing and service conversations together in Unified Conversations for WhatsApp:

  • Marketers can segment audiences and create content for marketing campaigns while giving service agents a window into customers’ interactions to provide recommended next best actions using a single WhatsApp number. 
  • Inside one WhatsApp conversation, healthcare organisations can schedule, confirm, and provide follow-up support for procedures and appointments.
  • Financial service institutions can prevent fraud by offering a single experience in WhatsApp to proactively verify and provide assistance for unusual transactions. 
  • Travellers can respond to personalised trip offers and book experiences through chatbot-powered prompts in WhatsApp.

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