WhatsApp, which began its trajectory in 2009 and today has more than 1 billion connected people worldwide, started as a messaging service and gradually added new services to users such as message recording, telephone service, video uploads, integration with other platforms, among others.
The latest news is that global companies are already using the app to communicate and relate to their customers. The airline KLM, for example, already has an official WhatsApp account and serves consumers from Brazil, Argentina, Mexico, Colombia, India, Hong Kong and the Netherlands. Through the app booking confirmations, boarding passes and flight updates are being sent to passengers quickly and conveniently. This service was previously supported by most companies via SMS, which works with severe restrictions, especially when the passenger is out of their country – a situation where keeping the line enabled with voice and data services is very expensive for most people. .
Another new feature of the service is that hybrid service is provided by Bots (software) and telemarketing attendants, where passenger questions are analyzed by artificial intelligence software and responses are validated by 260 human attendants before being sent. to consumers. As it is being tested, the algorithm is being improved, but it already has 60,000 pre-registered questions in several languages.
This type of service, besides serving the consumer in a practical and economical way, establishes a relationship channel that allows us to obtain important information on habits and preferences, which in turn allows us to plan the company to better serve its customers, providing ever-increasing experiences. more customized. Much more than a communication channel, knowing the customer’s expectations in depth has become a must for the entire organization. Another interesting feature of this type of relationship channel is the use of multiple platforms to integrate cloud, social networking, big data and machine learning capabilities behind a single service.
All this coupled with zero rating mobile operator policies for WhatsApp and social networking services makes the app massively present to consumers of all social classes. The digital revolution has begun and, with the insertion of artificial intelligence resources, it is absolutely unpredictable where it will go.
In this environment of great innovations for companies in general, it is becoming increasingly challenging to plan for the future, either by the breakneck speed of innovations, or by the phenomenon of digital convergence that incessantly creates new ways of enabling human desires. For technology companies, the situation is more delicate as the life cycle of products and services has been shorter and shorter. However, you will meet challenges if you can innovate without losing the essence of what your customer expects and needs.
Dane Avanzi is a lawyer, telecommunications entrepreneur and Managing Director of the Avanzi Institute.