Starting today, your customers can initiate a WhatsApp conversation from your company profile page on thebestofzambia.com. Also included in this update is an overhauled enquiry system that will increase the quantity and quality of enquiries you receive.
We are excited to announce the following improvements:
In this post, we also discuss:
Email has always been a stable communication channel (and will continue to do so for the foreseeable future). However, many users want to communicate with businesses using the familiar and convenient apps they use for personal communication. Namely, WhatsApp and Messenger.
WhatsApp is a global powerhouse. It is the primary platform for communication for most people on the planet.
Why should Zambian businesses take WhatsApp seriously?
Today, we’re excited to tap into this momentum by releasing a feature to allow your customers to choose their enquiry method. The default continues to be email, but if you’ve given us your WhatsApp number or Facebook page, customers can now click either option to start a conversation with your business in the relevant app.
By reducing the friction of customers contacting businesses we foresee a considerable increase in the number of enquiries we generate for businesses.
You can take advantage of this feature by sending us your WhatsApp enabled number.
Customers have the option to choose how they contact a business
In addition to our WhatsApp and Messenger integration, this update also includes some improvements to our enquiry system.
In context enquiry formsCustomers can now enquire about specific pieces of your content. We’ve placed an enquiry form next to each of your services, products, promotions and branches.
These changes reduce the friction of enquiring by allowing customers to contact you directly from the content they are browsing rather than having go back to your contact details. These changes also give you more context about what the customers is enquiring about (e.g. it’s helpful to know a customers vague enquiry is about your Conferencing Venue service and not your Hotel service).
Spam filtering improvementsWe’ve implemented an automatic spam filtering system that blocks enquiries that contains content that looks like spam, unsolicited job vacancy requests or unsolicited offers of services. While the system is not foolproof this should reduce the number of irrelevant enquiries businesses receive.
40% increase in number of enquiries processedWe’ve been testing these improvements for the last few weeks and are happy with the results. Starting from the day we launched the improvements, we have noticed that, on average, the number of enquiries we process for businesses has increased by 40%. This increase is in spite of the fact that we now block more enquiries due to our new spam filtering system.
On average, enquiries have increased by 40% since the improvements were launched
A tried and tested strategy for reaching customers is to go where they are. The fact of the matter is Zambians are on WhatsApp. By ignoring it, you are missing out on a huge customer base.
There are three basic ways to share messages, photos, and videos using WhatsApp:
The lack of advertising and business presence on WhatsApp means that early adopters can really stand out — if you do it right. Below are some tips to help:
As intuitive as WhatsApp on mobile is, it is not as intuitive to use as a customer support system where the the number and frequency of conversations dramatically increase. The following tools can help:
As we have already established, people prefer to communicate with businesses using the methods they are already using. If you’re able to, you should add a Click to chat via WhatsApp button or link on your website. Howto guide: https://faq.whatsapp.com/en/general/26000030
It essential to your WhatsApp strategy to prominently list your WhatsApp number on mediums such as your website because customers cannot search WhatsApp to find your number if they don’t have it and you cannot chat with a customer who has not already contacted you.
These limitations means that in most cases, customers will initiate conversation and you will have an opportunity to respond. This makes the most viable use case for WhatsApp a one-to-one inbound customer support system rather than a one-to-many outbound marketing system.
That’s not to say you cannot use WhatsApp for marketing, its just that you have to work around it rather than with it.
Marketing to WhatsApp groupsYou could for example, inviting previous customers into a group (baring in mind you’d first need their number, permission and multiple groups to get around the 256 member limit) and then messaging the group with company news, new product arrivals or special offers etc.
Engage with high value customers via one-to-one chatOne-to-one chat is not as efficient, but could be worth it if you have identified key customers. You could use WhatsApp chat for a more personal way to communicate with them. For example you could use one-to-one chat for:
It doesn’t have to be boring either, you could:
Send us your WhatsApp number so we can add it to your company profile page.
Talk to us to learn more about what we can add to your marketing efforts through innovative features such as WhatsApp integration. Start an online chat conversation with us at thebestofzambia.com/platform.
And, in the spirit of this article, you can also message our Marketing Director directly on WhatsApp by clicking here.