Most managers have little or no visibility in tracking WhatsApp enquiries. If not properly managed it could mean a loss of business, especially organisations with multiple branches.
“WhatsApp messages going only to the person in possession of the company’s WhatsApp mobile phone, or using their own personal mobile phone, is not sound business practice. Potential business can be lost if that person is busy on the shop floor, or simply not watching their phone,” says Keith Levenstein, MD of ET Artificial Intelligence Systems.
People making WhatsApp enquiries will generally move on and contact another supplier if there is no quick response.
“When WhatsApp enquires come to a single personal mobile phone or desktop, the enquiries are not able to be properly managed. Ideally there should be real-time access to enquiries as well as reporting on the messages received, responses, and quality of the enquiry, amongst other information.
“But most WhatsApp enquiries, including those generated from the business’ website, do not provide this information. This is a daily reality for single and multi-branch businesses.”
Levenstein cites a case study of a multi-branch retailer who eliminated this challange with a WhatsApp-based multi-agent Cloud API system which complements WhatsApp. Each team member now works from their own login on any PC.
“Staff can toggle between branch inboxes in real time from anywhere. When a branch is overwhelmed with walk-ins, central support or assistants can step in instantly. Internal notes, follow-up scheduling and automated FAQ handling ensures no enquiry falls through the cracks.
“The result is simple: fewer missed inquiries, full executive visibility without store visits, and a response system that does not collapse when staff are busy,” Levenstein notes.
“In retail and service businesses, the difference between winning and losing an order is often measured in minutes. Companies that still rely on a single phone or an unattended WhatsApp Web session need to move to a more efficient system.”
Levenstein cautions that treating enquiries as personal messages on a single employee handset is a risk. “The customer’s number and name belong to the company, not the staff member who is using a personal phone.
This is a commercial and compliance risk. When staff use personal mobile numbers, the company often cannot answer four basic questions: Do employees message customers from their own phones? What happens to those chats when the employee resigns? Who owns the customer? Who owns the data?
A typical scramble after the employee leaves the business reads: ‘Please note that Mrs XXX is no longer an employee of this company. Please do not use her mobile number to place orders.’ By then, orders, quotes and complaint threads may already be lost.
“A centralised WhatsApp management system is the most cost-effective solution and can be used on an opt-in basis for remarketing to people who have made enquiries. While mass messages cannot be sent using the basic WhatsApp app, a WhatsApp-based multi-agent Cloud API system is recommended.
This puts each conversation on a single company number with any authorised staff member having access and able to reply. The benefit is that the mobile number stays with the firm.
Levenstein adds that too many companies still copy and paste WhatsApp messages into either their CRM system, booking system or email inbox. Data that should be held in an accounting is held dormant on a handset or on WhatsApp Web.
“Cloud API will push chats automatically into a CRM, Google spreadsheet, ERP or email. It can also run ordering, bookings, loyalty programmes and even seat allocation — FlySafair is a well-known local example.” https://www.et-artificial-intelligence.co.za/
