<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=822753331186041&amp;ev=PageView&amp;noscript=1">
Latest 07 Oct 2020 | Customer Service | 9 min read

WhatsApp Business vs Facebook Messenger - Comparing Messaging Channels

WhatsApp Business vs Facebook Messenger – Which Messaging Channel Suits Your CX Best?

If you’ve spent any time on our website, you have probably noticed that we are very much driving the ‘Move to Messaging’ bandwagon. We know it’s the best way to improve your customers’ experience, but, we also understand it’s important to know which channel is best suited to your business and CX needs before making the move. 

Though both are owned by Facebook, WhatsApp and Messenger offer different options depending on how - and at what point - in a customer’s journey you want to engage. Messenger is a superior alternative to traditional live-chat on your website; its plugin allows customers to interact with your brand at any time, from any device. With WhatsApp Business, you get a secure channel, where it’s easy to communicate and safely complete transactions. 

It’s not necessarily even a case of WhatsApp Business vs Facebook Messenger. Both offer alternative solutions, can work in tandem, and crucially (shameless plug) can be integrated into your systems via Conversocial’s CX platform.

See How Conversocial Integrates Both Channels

 

Main Advantages of WhatsApp Business for CX

WhatsApp is massive. It’s got more than 2bn users worldwide and is the leading messaging channel in 133 countries. Massive. Although still in its infancy in North America, its market penetration is growing, but in most of EMEA, Latin America, and Asia it’s the preferred communication channel for billions of people and is ideal for reaching your customers throughout their lifecycle. 

Why use WhatsApp Business?

  • Your customers are already there - You can keep customers up to date via the platform they use to communicate with their family and friends. For instance, if there are post-purchase issues, reaching out via their preferred method of communication leads to far better CX and can turn a potentially tricky situation into a positive interaction. 
  •  It’s secure and safe - The platform has end-to-end encryption, for both brands and consumers. You can take payments and share personal information with total security. With Conversocial’s Agent Assist, your agents don’t even need to handle private details as purpose-driven bots can handle the information and complete transactions. 
  • Proactive but not annoying - It’s not a one-way conversation; brands have the ability to reach out to customers. With personalized push notifications, you can automate payment requests, account updates, or appointment reminders, so everything is timely and relevant to consumers and helps cut down unnecessary interactions between them and your business.

How Volaris Use WhatsApp Business to Engage Customers

This Mexican Airline was looking for a way to give their customers a simpler and more efficient way to engage with their brand, whilst also reducing their own costs - primarily by moving away from voice calls to private messaging channels.

In Latin America, WhatsApp is by far the most popular messaging app, by switching to use it as their preferred channel, Volaris reached an entirely new audience, who were previously reluctant to engage digitally. With this simple shift, the airline saw a six-figure saving in its annual CX costs.

 

Read more about WhatsApp Business' features

 


Main Advantages of Facebook Messenger For CX

The audience on Messenger is huge - 40m businesses are already using it and it’s not hard to understand why. There are 1.3bn monthly users, and this figure is expected to grow to 2.1bn in 2021. What’s more, the recent announcement that Facebook is to merge the platform to work on Instagram adds another potential 1bn users to its audience worldwide. 

Why use Facebook Messenger?

  • Seamless website integration -It can be added directly to your website in place of the live-chat icon. Rather than consumers being tied to a website, they can interact any time with your business with the same personalized, rich-media experience that Messenger offers. The recent upgrade to allow Guest Mode also means a customer can now chat on any device without being logged into Facebook. 
  • Convenient conversations - Brands and customers can pause and start interactions at their convenience. The consumer can go about their day while exchanging messages, and agents can move between conversations when they’re waiting for a response.
  • Built for automation - It’s a platform with automation in its DNA, creating personalized, customizable experiences. Messenger can be proactive in helping people to change flights, track packages, or even be used as a proactive marketing tool.

How Sephora uses Facebook Messenger for customer care

Beauty company Sephora has really tapped into the incredible possibilities that Messenger offers for their CX; it’s helped increase revenue and enhance the experience for customers. 

With Messenger, it’s possible to book a makeover and set the appointment all within the app, as well as locating a store or using augmented reality to try on makeup without leaving home. As a cherry on top, if you like the product, it’s possible to buy it there and then, all within the Messenger platform.

 

Read more about Messenger's features
What can each channel do? 

 

Features

WhatsApp_Logo_1-01WhatsApp Business

fbmessengerlogoFacebook Messenger

Asynchronous conversations 

tick2

tick2

Proactive notifications

tick2

tick2

Built for automation

tick2

tick2

Verified business account

tick2

cross

End to end encryption

tick2

cross

Supports secure payments

tick2

cross

Works across any device

tick2

tick2

Website plugin replaces live chat

cross

tick2

Persistent conversation at any time

tick2

tick2

Guest mode for non-account holders

cross

tick2

 

Whichever Messaging Channel You Choose – Start With a Unichannel Approach

Measuring successful CX shouldn’t be based on whether you were able to weave WhatsApp or Messenger into your CX stack. Instead, there are two other metrics to consider:

  1. Does communicating via these channels make your customers happier? 
  2. Is it more cost-effective than what you were using before? 

If you decide to move to messaging (which you definitely should), it’s about making sure you choose whichever channel makes the most sense for your business and your customers.

Launching multiple projects across more than one messaging channel will make it difficult to understand which one has affected your results, positively or negatively. The chances are you can deliver a better service by concentrating on one and making it as efficient and enjoyable a journey as possible for your customers. 

Find Out Which Channels Work Best For Your Brand

 

Be part of The Conversation

Get no-nonsense best practices & insight, to help shape your digital customer care journey, delivered straight to your inbox.