Brands utilizing WhatsApp Business as part of their customer experience offering now have another string to their bow - Catalogs.
Launched just last week, Catalogs enables brands to showcase products alongside their business profile. This is the first step in bringing the full purchasing experience - from product discovery through to sales and aftercare - to WhatsApp.
The final piece of the jigsaw is the eagerly anticipated WhatsApp Pay which, as you may have guessed, will allow customers to make payment directly in the messaging app.
While we’re still waiting for the launch of WhatsApp Pay, Catalogs is available now on Android and iPhone in Brazil, Germany, India, Indonesia, Mexico, the U.K. and the U.S.
When you consider that in 2020, Gen Z will represent 40% of all consumers, it’s vital for brands to sit up and take notice!
As this article in Forbes points out, Gen Z is the most impatient demographic. They’re likely to hang up if put on hold for more than 45 seconds (which begs the question, why make them call in the first place?)
They crave, “Instant experiences [that are] intuitive, convenient, mobile…” What’s more intuitive and convenient than using messaging apps to connect with a brand? The very same messaging apps that Gen Z use every single day when communicating with their friends?
What I find interesting is that there's plenty of research which highlights that messaging is the preferred customer service channel of younger demographics, but what I’ve also seen is that older generations are quickly adopting it too.
Yes, younger people may be driving change from traditional channels such as phone and email, but their parents aren't far behind!
This report on chatbots over on TechRepublic caught my eye this week. It found that while the majority of US consumers have had a positive experience of chatbots they still have reservations about using them for more complex issues. And, do you know what? I completely agree.
Chatbots are absolutely the best way of tackling simple, high volume queries that brands face on a daily basis. Where’s my order? What time is my flight? Where’s my nearest store? These are all questions that a chatbot can handle quickly and efficiently.
But, when it comes to more complex issues, a human agent is the best option to provide support as a certain level of empathetic understanding is required.
The future of the contact center is humans and bots working in harmony to deliver efficient service – all in the name of happier customers.
The rise of the machines may well be upon us, but they haven’t got the keys to the contact center just yet!