In the midst of the year-end hustle and bustle, such as the recent Black Friday rush or the upcoming holiday season, we observe various tactics to speed up processes or obtain the information required in digital transactions. Faced with these needs, we must evaluate how such actions coexist with business objectives and user experience.

In digital, adapting to the nature of the customer is key, and addressing their challenges is crucial to achieving conversion. Thus, smooth interactions with minimal friction are essential in a variety of contexts, from lead capture to the completion of digital contracts and surveys.

However, when faced with the need to attract more customers, simplify processes and ensure data security, the question arises: how to overcome these barriers without risking the customer journey?

These are the main threats posed by processes that require high volumes of information from users to the company:

1. Extensive forms: time is a critical and valuable factor.
   • Risk of losing the user’s attention.
   • Need to simplify the process.
2. Non-native experience: every jump is a chance to fall
   • Leaving one application to enter another generates friction.
   • It may generate mistrust in what has been requested.
3. Usability and Reliability:
   • Multiple and successive query formats.
   • Concerns about sending data.

The Solution: WhatsApp Flows

WhatsApp continues to be the leading channel for connecting with customers. However, today’s customers demand more seamless experiences, as when faced with successive queries from bots or agents, processes can manifest the same threats we have previously reviewed.

Given this issue, WhatsApp has recently launched Flows. A new tool that allows generating diverse and unique experiences for users. This is based on forms incorporated in the user service and that are activated through interactive messages. Among its features it considers:

• Multi-format templates for data entry or data selection
• Linear or dynamic form sequences per response
• Collection of information for system integration

This WhatsApp solution overcomes traditional barriers by putting user experiences at the center and its high flexibility as an advantage for businesses. By collecting valuable data, companies can deploy effectively and offer a service more tailored to the needs of their audience.

• Building long-lasting and trusting relationships.
• Increased satisfaction rate and reduced abandonment rate.
• Increased frequency of interactions with the company’s channels.
• Encouragement of customer advocacy.
• Increased conversion rate with a proportional return on investment.

At OneMarketer we are a WhatsApp Business Partner so we are qualified to deliver these solutions and more. If you want to know in detail, you can write us at info@onemarketer.net or watch our hands-on class here: