Our customers want to WhatsApp us! As comms channels for customer service explode some things to think about

WhatsApp showing on a smart phone


The ways in which businesses communicate with their customers has evolved dramatically. Gone are the days when a simple phone call or email would suffice!

Now, with the proliferation of instant messaging platforms and social media channels, customers expect immediate and personalised interactions.

WhatsApp, with its 2 billion users worldwide, has emerged as a preferred communication channel for many. But as businesses rush to cater to this demand they're faced with a new set of challenges: How do you manage this explosion of communication channels effectively? How do you ensure that both your staff and customers have a consistent and satisfying experience?

In this blog post we'll delve into the intricacies of managing modern communication channels, setting clear expectations and ensuring that both your team and your customers come away feeling heard and valued.

The evolution of communication channels

The business world has always been dynamic, but the last few decades have seen a rapid transformation in the way companies communicate with their customers. Let's take a brief journey through time:

  • Pre-internet era: before the advent of the internet, businesses primarily relied on face-to-face interactions, phone calls and traditional (snail) mail for communication. These methods - while effective - were limited in reach and speed.

  • Email revolution: with the rise of the internet came the era of emails. Suddenly businesses could reach their customers instantly regardless of geographical barriers. It was a game-changer offering both speed and convenience.

  • Social media surge: platforms like Facebook, Twitter and Instagram changed the game yet again. Not only did they provide businesses with a way to showcase their products and services they also allowed for two-way communication (including private direct messaging) enabling customers to voice their opinions, concerns and feedback directly. Many businesses also used direct messaging as a customer service channel.

  • Instant messaging platforms: enter WhatsApp, Telegram and other instant messaging apps. These platforms took the immediacy of emails and combined it with the personal touch of phone calls. Customers could now reach out to businesses just as they would to a friend expecting quick and informal responses.

The rise of platforms like WhatsApp signifies a shift in customer expectations. They no longer want to be just consumers; they want to be participants actively engaging with brands in real-time. For businesses, this means adapting to these new channels while ensuring that the quality of communication remains high.

Person using their phone on a park bench

Why customers prefer WhatsApp and similar platforms

The shift towards instant messaging platforms like WhatsApp isn't just a fleeting trend, it's rooted in genuine advantages that cater to modern customer preferences. Let's explore why these platforms have become the go-to for many:

  • Instantaneous communication: in our fast-paced world waiting hours or even days for a response is no longer acceptable. Platforms like WhatsApp offer real-time communication allowing customers to get answers to their queries almost immediately.

  • Familiarity and ease of use: most people use WhatsApp and similar apps daily to communicate with friends and family. This familiarity translates to comfort when using the same platform to interact with businesses. There's no learning curve and the user experience is seamless.

  • The personal touch: traditional methods of communication, like emails, can often feel impersonal. Instant messaging, on the other hand, feels more like a conversation. It allows businesses to build a more personal connection with their customers fostering trust and loyalty.

  • Multimedia capabilities: unlike traditional SMS or even some emails, platforms like WhatsApp allow users to send images, videos, voice notes and documents. This multimedia capability can be invaluable for customers looking to share specific issues or for businesses aiming to provide a more detailed response.

  • End-to-end encryption: security is a significant concern for many users. WhatsApp offers end-to-end encryption ensuring that messages are only seen by the sender and the recipient. This level of security gives both businesses and customers peace of mind.

In essence the rise of WhatsApp and similar platforms in the business realm is a testament to their ability to meet the evolving needs and expectations of today's customers. By offering a blend of speed, convenience, personalisation and security they've set a new standard for business communication.

Challenges ahead warning sign

Challenges faced by businesses

While the adoption of platforms like WhatsApp offers numerous advantages it can also present a unique set of challenges for businesses. Navigating these challenges is crucial for ensuring effective communication and maintaining a positive brand image. Here are some of the primary hurdles businesses face:

  • Managing multiple communication channels: with the addition of WhatsApp and other instant messaging platforms businesses now have to juggle multiple channels of communication. This can lead to potential overlaps, missed messages or inconsistent responses if not managed efficiently.

  • Ensuring consistency in responses: with the immediacy of platforms like WhatsApp there's a risk of hasty replies that may not align with the company's messaging, policies or values. Ensuring that all staff provide consistent and accurate information across the board becomes paramount.

  • Training staff: not every employee may be familiar with or adept at using platforms like WhatsApp for professional communication. Investing in training becomes essential to ensure that staff can effectively handle customer queries on these platforms.

  • Data security and privacy concerns: while platforms like WhatsApp offer end-to-end encryption businesses must still be cautious about the kind of information they share and store. Ensuring compliance with data protection regulations and maintaining customer trust is vital.

  • Managing customer expectations: the informal nature of instant messaging can sometimes lead customers to expect immediate responses at all hours. Setting clear boundaries and response times is crucial to prevent potential frustrations.

  • Archiving and record keeping: unlike emails that are naturally stored and can be easily archived instant messaging platforms may not offer the same ease of record-keeping. Businesses need to find ways to archive important communications for future reference or compliance purposes.

In the face of these challenges, businesses must be proactive, adaptive, and strategic. The goal is to harness the power of platforms like WhatsApp without compromising on quality, consistency, or security.

Setting expectations for customers

As businesses embrace platforms like WhatsApp it's essential to set clear boundaries and expectations for customers. This not only ensures smooth communication but also helps in managing customer satisfaction. Here's how businesses can set the right expectations:

  • Clearly communicate response times: While instant messaging platforms suggest immediacy it's not always feasible for businesses to respond instantly. Clearly state your active hours and expected response times to manage customer expectations.

  • Set boundaries for communication: Inform customers about the kind of queries or issues they can address through WhatsApp and which ones might require other channels. For instance, sensitive financial information might be better discussed over a secure phone line.

  • Provide alternative communication options: always offer customers alternative ways to reach out- especially for urgent or complex issues. This could be a helpline number, email address or a physical store/office location.

  • Use automated responses: implementing chatbots or automated messages can be beneficial. For example an immediate automated response can inform the customer that their message has been received and will be addressed within a certain timeframe.

  • Maintain professionalism: while WhatsApp is an informal platform, maintaining a certain level of professionalism in communication is crucial. This includes using polite language, avoiding slang (unless it aligns with your brand voice) and ensuring clarity in all messages.

  • Educate customers on data privacy: Assure customers that their data is safe and inform them about how their information will be used. This builds trust and ensures transparency in communication.

By setting clear expectations, businesses can ensure that the communication on platforms like WhatsApp is efficient, effective, and satisfactory for both parties. It's all about striking the right balance between the informality of the platform and the professionalism required in business communication.

Ensuring consistency from a staff perspective

For businesses the challenge isn't just about managing customer expectations but also ensuring that their staff can handle the influx of messages and queries consistently and efficiently. Here's how businesses can maintain a consistent approach from a staff perspective:

  • Training programs: before diving into platforms like WhatsApp it's crucial to train staff on its nuances. This includes understanding the platform's features, the tone of communication, and the company's guidelines for using it.

  • Standardised response guide: create a guide or manual with standardised responses for frequently asked questions or common scenarios. This ensures that customers receive consistent information regardless of who they're communicating with.

  • Use of management tools: there are several tools and software available that integrate with platforms like WhatsApp allowing businesses to manage messages, assign them to different team members and monitor response times. Investing in such tools can streamline the communication process.

  • Regular feedback sessions: hold regular meetings with staff to discuss challenges, gather feedback and share best practices. This not only helps in addressing any issues but also ensures that the team is aligned in their approach.

  • Set clear roles and responsibilities: not every staff member needs to be on the front lines of communication. Define clear roles such as who handles initial queries, who escalates issues and who manages follow-ups. This clarity can prevent overlaps and ensure efficient handling of messages.

  • Maintain a centralised database / CRM: keep a shared database or record of customer interactions, feedback and resolutions. This ensures that any staff member can pick up a conversation where it left off providing a seamless experience for the customer.

By focusing on staff training, clear communication and the use of the right tools businesses can ensure that their team is well-equipped to handle the demands of modern communication channels like WhatsApp. The goal is to provide a consistent and high-quality experience for every customer, every time.

Person looking at their phone

Benefits of managing comms channels effectively

While the challenges of integrating platforms like WhatsApp into a business's communication strategy are evident the benefits, when managed effectively, can be substantial. Here's a look at the advantages businesses can reap:

  • Enhanced customer satisfaction: quick and efficient responses lead to happier customers. By being available on platforms they frequently use, businesses can provide immediate solutions, leading to increased satisfaction and loyalty.

  • Improved efficiency: with the right tools and strategies in place, businesses can streamline their communication processes. This not only reduces the response time but also ensures that no query goes unanswered

  • Building trust and loyalty: personalised and consistent communication fosters trust. When customers feel heard and valued, they are more likely to stay loyal to the brand and even become brand advocates.

  • Increased accessibility: being available on platforms like WhatsApp means businesses are just a message away. This accessibility can lead to increased customer engagement and more opportunities for sales and feedback.

  • Data-driven insights: modern communication tools often come with analytics. By analysing customer interactions businesses can gain insights into customer preferences, peak interaction times, common queries and more. This data can be invaluable for refining communication strategies and improving overall service.

  • Cost-effective: while there's an initial investment in training and tools, in the long run platforms like WhatsApp can be more cost-effective than traditional communication channels. They reduce the need for physical infrastructure and can handle a higher volume of queries without a proportional increase in costs.

The potential benefits of adapting and managing these new channels effectively are significant. From building stronger customer relationships to gaining valuable insights the rewards of a well-managed communication strategy are manifold.

Tips for businesses

As the communication landscape continues to evolve businesses must stay ahead of the curve to ensure they're meeting the needs of their customers while also maintaining operational efficiency. Here are some actionable tips for businesses navigating this new terrain:

  • Embrace the change: resistance to new platforms can hinder growth. Instead of shying away from platforms like WhatsAp embrace them! Understand their potential and integrate them into your communication strategy.

  • Invest in training: ensure that your team is well-equipped to handle the nuances of modern communication channels. Regular training sessions can keep them updated on best practices and platform features.

  • Use technology to your advantage: there are numerous tools available that can help streamline communication, automate responses and provide analytics. Research and invest in tools that align with your business needs.

  • Regularly review and update: the digital world is ever-evolving. Regularly review your communication strategies, gather feedback from both staff and customers and make necessary adjustments.

  • Prioritise security: while platforms like WhatsApp offer end-to-end encryption always be cautious about the information you share and store. Ensure compliance with data protection regulations and regularly update your security protocols.

  • Stay customer-centric: at the heart of all communication is the customer. Always prioritise their needs, preferences, and feedback. A customer-centric approach will always yield positive results.

  • Encourage feedback: actively seek feedback from your customers about their communication preferences and experiences. This feedback can provide valuable insights and help refine your strategies.


In conclusion the key to successfully navigating the explosion of communication channels lies in adaptability, continuous learning and a relentless focus on the customer. By staying informed, proactive, and responsive, businesses can ensure they're not only keeping up with the times but also delivering exceptional value to their customers.