We all know how important it is to stay connected with your customers. Connected Customer Experience has a new level of closeness as Salesforce added innovation partnerships with Amazon and Meta-owned WhatsApp. In Dreamforce22, among Salesforce’s many innovation announcements, the #1 CRM company announced a strategic partnership with the #1 messaging app WhatsApp which will allow businesses to stay closer to their customers.
Messaging is a convenient and important channel for customer engagement. According to Kantar’s 2022 Business Messaging Usage Research, “66% of online adults agree that messaging is their preferred way of communicating with a business” Customers these days prefer timely and personalized crafted messages and trust brands that deliver a seamless experience across all channels. The new WhatsApp-first business messaging will help brands now have modern, convenient, integrated, and personalized experiences for their customers while staying on their Salesforce CRM platform. This integration is a breakthrough innovation in connected customer experience. Seamless connectivity with conversational engagement across marketing, commerce and service transactions will deliver the right customer 360 value that Salesforce promises its customers.
And that’s not all! Salesforce also introduced its new wizard- the Salesforce Genie, a new data platform powering the world/;s first real-time CRM that delivers seamless, highly personalized experiences across sales, service, marketing, and commerce. Now companies can cast the magic web using the Genie to target audiences with real-time data that informs Click to WhatsApp ads on Facebook and Instagram to drive customers to a one-to-one messaging experience.
How will WhatsApp with Customer 360 deliver connected customer experiences?
In Dreamforce 2022, Salesforce again re-emphasized its promise of staying connected to the customer. The three key things that Salesforce customers can now expect with this new integration with WhatsApp and Salesforce Genie are:
- Increase in Revenue
- Increase in Customer Engagement
- Increase in Brand Loyalty
Salesforce’s Marketing Cloud, Service Cloud, and Commerce Cloud applications will now be able to integrate with WhatsApp to promote customer support and service messaging. Along with customer service messaging, the platform will soon allow transactional conversational commerce capabilities. This is a massive breakthrough in creating a connected experience on the #1 CRM platform. Businesses can now engage their customers to accelerate sales, drive customer support 24/7, and build stronger brand relationships and brand loyalty.
New Features to Build Connected Experiences
End-to-end customer journey: Now, Salesforce customers can create, send, and manage connections with their end-users throughout their journey using WhatsApp and marketing Cloud’s Journey Builder to create and deliver seamless customer experiences. Customizable message templates that include brand and product videos and images and showcase products or services with interactive messages can now help customers review and purchase products via WhatsApp. They can open a web link or make a purchase with just a single tap or click.
Example: Loyola, a university student, expects an upcoming order of new fall clothing. She gets a reminder message that it’s going to be delivered to her by next week. To sweeten the relationship, the brand now offered her a following 20% discount on matching shoes that will help her complete the look she saw in the picture that made her order the same. All Loyola now need to do is confirm the offer via a button, and the new shoes get added to her cart for the next delivery.
Personalization and hyper-personalization: The Marketing Cloud Customer Data Platform, now powered by Salesforce Genie, will enable Salesforce customers to personalize their marketing-driven interactions on WhatsApp in real time using trusted first-party customer data. Powered by AI insights, brands can now quickly activate audiences directly to target high-value segments or new audiences with Click-to-WhatsApp ads from Facebook and Instagram to unify the one-to-one customer experience.
Example: AMobile, an industry-leading mobile phone company, has a new model of phones to be launched. It is a high-end device that is tailored for executive leaders. They can now use first-hand customer interaction data from Marketing Cloud CDP to target their audience. With AI-insights, they can now recommend the device to the segmented data set, click on WhatsApp ads from Facebook and Instagram to start one-on-one conversations with customers, and help them make purchasing decisions.
AI-powered automated conversations: Brands can now reduce their support wait time and enhance efficiency by using a conversational platform like WhatsApp integrated with their Salesforce Service Cloud. Now available via Einstein Chatbots, automated messages can be sent via the integration with WhatsApp. This prompt customer service will significantly increase customer satisfaction, agent productivity, customer retention, and case resolution.
Privacy and confidentiality: Marketers target their customers, keeping privacy and compliance in mind. Every message sent between the business and the customer using the WhatsApp Salesforce integration is protected by a single encryption protocol that secures messages before they leave the device.
The new WhatsApp Business Platform integration with Salesforce Marketing Cloud will soon be available from December 2022 while additional integrations are expected to follow soon after that. Need more information on platform integration and connected experiences? Let our award-winning team of Salesforce experts and implementation specialists connect with you.