Customer-centric channel strategy
When we began operating the contact center, the company was offering their customers only phone and email support. We immediately introduced chat as a third option, but we soon realized that busy parents—whose phone or chat conversations would be cut short if their young babies began crying to be fed or changed—needed a digital, mobile-friendly contact option that allowed for seamless stop-and-start conversations and required less effort than email.
After a 2016 quarterly consumer focus group, we introduced the channel that parents expressed the most interest in: messaging via WhatsApp. Through WhatsApp, customers receive the same level of personalized care and clinical expertise as they would via voice or email contact, but on their own schedules. They can initiate a query and keep coming back to the conversation whenever they have time, helping them get the right answers when they need them.
In 2020, we also moved the complaint team onto WhatsApp, where customers can share photos and videos of their babies’ behaviors, allowing agents to see what the parents are experiencing and provide more targeted advice and a faster resolution. We additionally handle any complaints and queries that come via social media, and our client’s social media partner manages standard social media engagement and interactions while escalating these more complex, nuanced customer contacts to agents and advisors with CX-specific skills.
WhatsApp quickly became the channel of choice for many of the company’s customers, and we receive 50% of today’s queries via the app. Because it is a more cost-effective contact channel, WhatsApp has improved the bottom line while helping the company provide better CX.