How Online Retail Can Leverage Whatsapp to Succeed in a Post COVID-19 World Playbook

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How Online Retail Can Leverage WhatsApp to Succeed in a Post COVID-19 World Playbook

Contents

Seriously, WhatsApp With Customer Experience in the ‘New Normal’? 3

1. Retailers, Why Conversational Commerce is Now Critical 6 2. Remove Retail Customer Journey Friction with ‘Conversations’ 9 3. Discovery Stage: How to Optimize Product Finding with WhatsApp 12 4. Purchase Stage: How to Use WhatsApp to Increase Conversions 19 5. After Sales Stage: How to Ace Customer Service using WhatsApp 24 6. Next Level Retail CX: Automating Conversations with Chatbots 26 7. Bringing it All Together: How to Master Systems Integration 31 COVID PROOF 8. Mapped: WhatsApp Business User Journeys 34 your business model E-commerce in a Post COVID-19 World: Key Findings & Takeaways 40 Playbook

Seriously, WhatsApp With Customer Experience in the ‘New Normal’?

The rise of digitization has transformed the retail industry, leading to more and more shoppers bypassing their local stores and instead engaging with e-commerce, which is projected to surpass USD 4.8 trillion globally.

3 Playbook

This shift is especially true in a world changed by But in a post COVID-19 world, many new It’s why conversational commerce is now more COVID-19. During the pandemic, huge numbers and existing challenges will remain for online vital than ever. These are driven by customer of folk moved online to order products and retailers including: conversations that allow brands to create great services, and many analysts predict this shift digital customer experiences (CX). If designed How to provide a range of tailored delivery will become permanent. In the US alone, 68% correctly, such experiences can engage, and options so when a customer’s order arrives of shoppers say they’re likely to keep buying even delight, online shoppers, while allaying any on their doorstep, they always feel safe from essential goods online after the health threats of concerns they may have about, say, receiving sanitary risk. COVID-19 have subsided, says Salesforce. deliveries during the COVID-19 era. How to manage the increasing demand Critically, get conversational commerce right on customer services—especially contact and, despite the tough economic conditions centers—as consumers continue to order created by the pandemic, it can lead to from home, and are less willing to go to their increased conversion and loyalty rates, reduced local store to get answers to their product or numbers of abandoned carts, and improved service questions. efficiency in core processes like shipping and How to counter the risk of losing the returned packages. personalized 1:1 conversations that brands But which channel is most suited to creating and typically enjoy with their customers in-store. supporting such customer conversations in a How to roll out digital channels that support post COVID-19 world? Turns outs the answer is conversations, but are not impersonal and right there in the palm of everyone’s hand. distant when compared to communicating Smartphone-based chat apps—and specifically, with a live agent or sales representative in WhatsApp. person.

4 Playbook

Why chat apps are ideal for Customer Experiences (CX) To put its huge potential into perspective, WhatsApp is the largest chat app in the world, 57% 90% boasting over two billion users. Now, with of mobile users currently use of consumers prefer using customers demanding faster, more personalized messaging apps including messaging to communicate experiences delivered via mobile—and in WhatsApp at least half the with businesses.2 particular via messaging—the importance time when on their phones.1 of WhatsApp to deliver the personalized experiences expected by customers cannot be Why CX is now vital overstated.

With traditional digital channels struggling—for 84% 67% instance, according to Campaign Monitor only of customers say the of customers are willing to 20% of emails are opened compared to 98% of experience a company switch brands after a single all mobile messages—and with messaging also 4 provides is as important as negative customer experience. booming among millennials and Generation Z 3 its products and services. (21 years old and under), it’s no wonder using WhatsApp as a primary engagement channel is Why e-commerce must embrace digital CX set to become essential for future-facing brands.

66% 70% Meet the Challenge of customers are willing of all customer interactions will This playbook takes you through several to pay more for a great involve technologies including practical areas where WhatsApp can be used to 5 experience. chatbots, machine learning, and increase customer conversation volumes and mobile messaging by 2022.6 addresses many of the e-commerce challenges posed by COVID-19. It also reveals how online When combined, instant, personalized customer conversations retailers can secure their businesses during on chat apps represent a tremendous opportunity for online retailers to leverage, especially in a post COVID-19 era. these unprecedented times by leveraging the world’s number one messaging platform. Source: 1 BrainBoxol, 2 Dimension Data, 3 Salesforce, 4 NewVoiceMedia ‘Serial Switchers’ 2018, 5 Salesforce, 6 Gartner 5 Playbook Chapter 1

Retailers, Why Conversational Commerce is Now Critical

People like to chat, and nearly 30 years after the first website appeared, conversations have evolved again— toward chat apps.

6 Playbook Chapter 1

Conversational commerce is an automated technology, which is great news for overstretched method for brands to interact with online and costly contact center operations in particular. shoppers on a one-on-one basis through They also report increased customer satisfaction channels like texting, voice assistants, and social and savings of 33% whenever someone uses chat apps. While only 4% of companies have an AI-driven voice interface instead of deployed this technology, it’s predicted to rise communicating with an agent. to 25% by the end of this year (and remember, this data from Gartner was sourced before the Remember, a friction-free experience is pandemic so expect adoptions rates to be even particularly important in today’s climate: People higher by the year’s end). are emerging from a hugely stressful time, and don’t want poorly managed online retail to add With subpar customer experiences—only further frustration or anxiety to their already 40% of shoppers feel that the information difficult lives. It all means those retailers that they get from companies is relevant for them, create customer journeys designed to help—even according to Wall Street Journal—conversational delight—consumers will be the clear winners commerce has become more important than among businesses fighting to recover from the ever. Speaking to customers like humans rather effects of the pandemic. than, say, presenting them with cumbersome web forms enables retailers to ask questions about customers’ needs, and provide smooth, seamless answers. 70% Research bears this out. Gartner has uncovered reduction in other inquiries that organizations report a reduction of up for companies after to 70% in call, chat and/or email inquiries implementing conversational after implementing conversational commerce commerce technology 7

Source: 7 Gartner 7 Playbook Chapter 1

WhatsApp-Centric Conversational Commerce

WhatsApp is the world’s most popular messenger app, The WhatsApp Business API represents an ideal platform boasting over two billion active accounts in 180 countries, to tap into this rich source of opportunities for enhanced with 65 billion messages sent on the platform every day. customer care, service and experience: Its business variant, the WhatsApp Business API, is ideally placed to meet the emerging consumer demand for fast, Instant: Push quick one-way notifications for key business efficient and safe conversational commerce, as well as processes, from shipping alerts and payment notifications service customers on a platform they are already familiar to more creative uses. with and trust. For instance: Direct: Enable consumers to message a brand quickly with zero barriers to access. No filling in forms, no queuing, no hassle—all it takes is a single-click WhatsApp 53% opt-in from the customer. of consumers say they are Safe: Boost trust between consumers and the brand more likely to shop with with WhatsApp’s end-to-end encryption and verification a business they can contact processes. via a messaging app.8 The bottom line? WhatsApp has every element of CX covered—all in one place—and it can be integrated with existing enterprise systems to produce deeper, richer No. 1 customer insights and more efficient transactions. WhatsApp is the top messaging app in 104 countries—more than any other app.9

Source: 8 Facebook Messaging Survey by Nielson, 9 SimilarWeb 8 Playbook Chapter 2

Remove Retail Customer Journey Friction with ‘Conversations’

From repeatedly having to enter payment details to waiting for calls to be picked up, customers hate friction.

9 Playbook Chapter 2

How WhatsApp Reduces Friction

It’s why they are increasingly turning to messaging throughout their entire purchasing journey to do everything from asking general questions about a potential purchase to placing an order and reaching out for customer services if there is an issue.

Pre-Purchase Purchase Post-Purchase over 84 % over 74 % over 76 % make a general inquiry¹⁰ make a purchase¹⁰ get product or service support¹⁰ over 81% over 71 % over 79 % ask about a product schedule an appointment comment about a product¹⁰ or service¹⁰

Source: 10 Sentient Decision Science 10 Playbook Chapter 2

WhatsApp in the customer journey

WhatsApp is able to address traditional pain points during customer journeys, in turn elevating retail customer experiences.

For example:

DISCOVERY STAGE PURCHASE STAGE AFTER SALES STAGE

Select self-service options Make orders and purchases Contact your business instantly delivered via chatbot Receive notifications about if there is a problem Automatically connect with your delivery times, etc. and change Set up returns agents for more detailed info them if required Offer instant feedback on their Enjoy detailed products/services Sign for deliveries and receive experiences. information with rich media a photo of where each of their (images, videos, locations, deliveries was left documents) Receive order confirmations, Find product information in changes and cancellations Facebook Ads and connect to Get shipping information and WhatsApp for specific questions parcel delivery scheduling. (Click-to-Chat).

Combined, WhatsApp Business API creates a frictionless journey for the customer, which is great news for them—and the online retailer. Playbook Chapter 3

Discovery Stage: How to Optimize Product Finding with WhatsApp

WhatsApp Business offers several ways of stripping out customer frustration during the discovery stage—here are the top three: click-to-chat, conversation buttons and personalized shopping.

12 Playbook Chapter 3

Click-to-chat

When added to a Facebook or Instagram advert, loan needs. This kind of tailored click-to-chat enables customers to click through experience also sets the auto maker’s and connect with a company representative via ad and offer apart from competitors relying WhatsApp immediately. on conventional, web-based interactions.

It keeps the customer in control of both the Forcing a potential buyer to enter every detail conversation and their privacy, which makes via a flat web form is tedious as well, and will WhatsApp an attractive option for those who likely cause them to abandon ship before even want direct contact with businesses before they considering booking that all-important test part with their money. drive. In a messaging environment, however, the buyer can explain their auto wants and ask For example, an automotive company might use for suggestions from a dedicated professional. specialized Facebook ads to attract customers. It means the buyer is more likely to find a Instead of prompting potential buyers with a solution to their needs far quicker and with standard form asking for their basic details, less effort than if they had worked with a the auto maker can engage in a personalized conventional website form. conversation about the prospect’s desired car options/specs, budget size, and even potential

13 Playbook Chapter 3

Click-to-Chat Scenario

CUSTOMER ACTION

Lisa clicks on the Lisa requests Bot sends Lisa decides Agent ascer- Agent One day Lisa Agent asks Lisa Agent sets Click-to-WhatsApp more informa- an image she wants to tains what helps Lisa before the arrives for her wants to up a call button in a tion about carousel deep dive her needs book a test drive, for the feedback make with sales Facebook advertise- the car and with basic into the op- are and sends test drive. Agent sends test a few hours the pur- rep to ment about a car the deal. pricing for tions available a price based a reminder drive. after the chase. finalize she’s interested in. the car. for the car. on her specifi- notification. drive. the deal. cation.

BRAND ACTION

BACKEND SYSTEM Deep dive: Click-to-chat: To learn how the functionality can be used by marketers, read tyntec’s Chatbot Customer Relationship Agent Chat Leverage Conversational Marketing Platform Management Interface with Click-to-Chat.

14 Playbook Chapter 3

Conversation buttons

WhatsApp is a user-centric channel where the on product specs, such as features and customer drives the conversation—but what is benefits—and that’s a process WhatsApp the most effective way to increase its adoption is ideally suited for. by shoppers? Companies can assess where to actually place Businesses can encourage consumers to get conversation starter buttons by reviewing chatting with them on WhatsApp by placing monthly site traffic and identifying which pages conversation starter buttons on their websites. have the highest visitor numbers. Featuring It means a shopper can simply click on the the button on the homepage, customer support button, which opens up WhatsApp on their page, and/or Contact Us page are all popular device, and begin requesting more information options, as well as creating a dedicated landing about a product, or get relevant content such as page for additional visibility of a product tips, tutorials or advice. or service.

Such an approach is also particularly useful during the discovery stage for high-value and/or long lasting products. For example, a person actively researching new cooking appliances is usually willing to invest good money for an item that will be used for years. The decision making process for such a purchase typically requires more information

15 Playbook Chapter 3

Conversation Button Scenario

CUSTOMER ACTION

Mary is search- Mary clicks on Bot sends prod- Mary asks Bot/agent Mary is ready Bot/agent After purchase, Mary Bot/agent ing for a new the WhatsApp uct specs via PDF about responds to purchase sends bot/agent schedules sends pressure cooker button to get and an image warranty accordingly, and asks the link to sends a delivery via delivery on a company’s more informa- carousel. The and delivery providing brand how to payment confirmation WhatsApp. information website. tion, triggering bot also inquires information shipping costs proceed. window. and the option and tracking the support what Mary is for France. and delivery to schedule URL. window. looking for. options. delivery.

BRAND ACTION

BACKEND SYSTEM

Chatbot Customer Relationship Company’s Agent Chat Platform Management Website Interface

16 Playbook Chapter 3

Personalized shopping and product finder

Finding the right product online can be overwhelming for to sourcing everyday household items, customers consumers, and can lead to them simply changing their can request information and order goods using minds… and walking away. messaging platforms.

Unlike, say, a help guide, a product finder helps consumers These personalized buying journeys are often powered sort through an otherwise overwhelming sea of choices by chatbots for simple requests or human agents acting based on their preferences, all within a conversational as personal shoppers for a more bespoke service. And the setting. Shoppers can avoid browsing through hundreds of latter is an approach that’s already proving successful for pages, and instead see the products they are interested in companies like Yoox NetAPorter, which embraced messaging quickly and efficiently. after discovering that mobile customers placed twice as many orders as desktop users, and made purchases worth twice Such WhatsApp-powered personalized shopping is on the value. the rise too, a trend triggered primarily by mobile-first shoppers—largely Generation Z and millennials—who are Using Instagram to promote its latest offerings, Threads falling out of love with traditional touch points like websites Styling, a luxury social commerce company, invites prospects and email. Instead, they are demanding a more personalized to swipe up and begin messaging via WhatsApp or Snapchat service delivered to their smartphones via messaging. with one of its personal shoppers, who then guides potential customers through the purchasing process. Savvy retailers are already leveraging such conversational commerce to deepen customer relationships and compete This personalized approach has seen conversion rates with businesses that remain wedded to traditional CX increase five-fold compared to traditional e-commerce channels. From purchasing high end fashion and cosmetics solutions, says the company.

17 Playbook Chapter 3

Personalized Shopping Scenario

CUSTOMER ACTION

Paul is a fan Paul needs to buy The retailer asks Paul answers The retailer Paul likes of personalized a birthday present a few questions: the questions in sends a few one of them shopping, especially for his baby niece. How old is the baby? order to narrow recommendations. and proceeds for items he’s not He messages the Boy or girl? down the options. to payment. familiar with. retailer asking for Toys or clothes? suggestions. What’s your budget?

BRAND ACTION

BACKEND SYSTEM

Chatbot Customer Relationship Agent Chat Platform Management Interface

18 Playbook Chapter 4

Purchase Stage: How to Use WhatsApp to Increase Conversions

From ordering through to delivery, WhatsApp helps deliver CX that strips away conversion- and loyalty-damaging friction across the entire purchasing phase.

19 Playbook Chapter 4

Leading up to purchase

Security first An example is Tokopedia, Indonesia’s largest Such reassurances are especially important as online marketplace. Tokopedia has used making and receiving payments directly within It’s worth noting that 68% of US consumers feel WhatsApp as one of its one-time password WhatsApp has just been introduced in Brazil concerned about their security on the internet, (OTP) validation channels to increase the with other territories expected to follow later. according to VPNExpress. Of this group, most authentication success rate, and achieved a are nervous about banking/financial transactions 58% higher delivery rate compared to SMS. and online shopping. To combat such fears, the WhatsApp API solution allows brands to feature a verified business badge, deliver one-time This is the verification badge password (OTP) validations, deploy Two-Factor for a WhatsApp Business account Authentication, and protect conversations with end-to-end encryption for the ultimate in consumer peace of mind. Company Name

OCTOBER 24, 2019

Messages to this chat and calls are now secured with end-to-end encryption. Company Name may use another company to store, read and respond to your 68% messages and calls. Tap for more info. This chat is with the official business account Company Name of “Company Name”. Tap for more info. of consumers feel concerned about their security on the Official Business account Your order is on the way. Code for driver: 2863 internet.11 12:18 PM 1 Garden Street

We deliver the highest quality organic produce from trusted local… Read more

Open now: 8:00AM — 12:00 AM Source: 11 ExpressVPN 20 https://www.company.com Playbook Chapter 4

Rich media Interactive buttons

Customers love reaching out to brands— WhatsApp interactive buttons—or ‘Interactive 81% of consumers message businesses to ask Message Templates’ to give them their official Deep dive: Interactive buttons about a product or service, according to the moniker—offer a small but vital way of stripping To learn more, read How the New UK Government—so use rich media to instantly back friction from customer conversations even WhatsApp Interactive Button Helps answer their queries in style and with substance. further. It means when the customer reaches Ace Conversational Automation. For example, send an image-rich product range out via WhatsApp, they can access fast, clear PDF to the customer right there in WhatsApp; information in moments, get their questions or a carousel of images that they can use to answered quickly, and make informed decisions, explore their potential purchase from every all by using buttons deployed at the each stage angle; or even maps to their nearest store so of the purchasing/support process. Wherever they can check out the goods in person if they speed is key, a button can be introduced that want to. allows shoppers make choices easily and quickly.

Brand Name

Your package is expected to be delivered today. 10:45

Track Package

21 Playbook Chapter 4

Stickers Ordering confirmation Shipping delivery notifications

WhatsApp allows retailers to swap out flat, The ‘order confirmation’ message can be more The days of customers ordering and then being often generic emoji sets, and replace them than a mere ‘thank you for your business’ and left in the dark about precise delivery details will with digital, often animated emoji stickers overview of the purchase. soon be over because online shoppers are now that offer far more nuanced and personalized demanding more information. forms of expression. It enables brands to give Rather, it’s a clever way of engaging the In modern e-commerce, 51% of customers customer conversations a more branded look customer right away and opening a channel of want real-time visibility of their order’s status, too, plus sticker sets can be downloaded by conversation, instead of sending an email that and a huge 93% want to stay informed and the consumer in-app and used in their own probably won’t be opened or read (remember: receive proactive updates from retailers about conversations. This in turn helps promote the only 20% of emails are opened). WhatsApp their parcel deliveries. brand beyond the initial WhatsApp chat. Business is a two-way channel, after all, and it’s the ideal platform for customers to ask any From shipping notifications and live location follow-up order questions, instead of having to sharing to new delivery instructions and last-mile Deep dive: Stickers send an email or call a contact center. preferences, WhatsApp can be used to keep To learn more, read Sticking Power: customers informed of their order’s progress 6 Reasons for Leveraging Branded This principle can be applied to any issue at every stage of the delivery—and enable the ‘Stickers’ in Business Messaging. relating to the customer’s order. For instance, shopper to change delivery particulars if they an ‘order cancellation’ notification can be wish to—all in-app or with notifications. automatically sent when the customer or shop Such a range of small but important options owner cancels the order. Additional information coupled with an open communication policy can also be included such as how and when makes all the difference, creating a journey the payment will be refunded so the customer designed to support customers and their busy remains in the loop at all times. lives, instead of expecting them to change and adapt their schedules to suit the needs of the company.

22 Playbook Chapter 4

Shipping Notifications and Parcel Delivery Scheduling

CUSTOMER ACTION

Sam is one of these Sam orders a The retailer sends out Sam chooses a The retailer confirms Sam receives customers; as an avid new dress at a an order confirmation convenient time the appointment her package. online shopper, she fashion retailer. and delivery estimation, for her package and notifies Sam wants to keep track of giving Sam an option to to be delivered. when her package all her packages. schedule the delivery. is on its way.

BRAND ACTION

BACKEND SYSTEM Deep dive: Delivery To learn more about WhatsApp’s role in delivery, read How to Chatbot Customer Relationship Agent Chat Transform Customer Experience in Platform Management Interface Logistics with WhatsApp Business.

23 Playbook Chapter 5

After Sales Stage: How to Ace Customer Service Using WhatsApp

WhatsApp Business is a great fit for customer support as over 76% of consumers want to get product or service support via messaging, says Sentient Data Science.

24 Playbook Chapter 5

With WhatsApp, retailers can handle a wide these act as a significant drain on company range of after sales use cases. From complaints (and contact center) time, money, and resources. and surveys to delivering product instructions, the platform can help reduce costs and increase Deploying WhatsApp can resolve such issues customer service efficiency as well. For instance: through automated, personalized messaging (see next chapter) that frees up human agents Frustrated shoppers can immediately reach from such ‘busywork’, and provides customers out to customer services without going with a quicker, more effective service, all while through the hassle of trying to find customer protecting profit margins. care phone numbers, email addresses, or chat windows on the retailer’s website. Customers can send photos and PDFs of Going beyond a simple purchase their after sales issue or query, enabling a more efficient and personalized customer WhatsApp’s role needn’t stop there as the support experience. channel can be used for delivering quick-

The platform enables live agents to address fire surveys to the consumer to source their multiple customer service issues at one time, feedback. These views can be used to potentially increasing agent efficiency and productivity. improve customer services by identifying any issues, plus any positive feedback can be WhatsApp can shift user inquiries away from deployed by the retailer to promote its services more costly channels, like voice calls. either on- or offline.

What’s good for the customer is also good for Finally, notifications about any loyalty points the business. Customer service departments accrued by the customer making a purchase can already have to contend with a daily stream be delivered in an instant, and help conclude the of highly repetitive queries about deliveries, customer’s already seamless CX-driven journey rescheduling, complaints, and more. Together, on a positive note. 25 Playbook Chapter 6

Next Level Retail CX: Automating Conversations with Chatbots

Smart retailers using the WhatsApp Business API are now integrating chatbots to leverage the platform’s full potential.

26 Playbook Chapter 6

Such retailers are prescient too because by Thankfully, it’s also become much easier for Paperless documents 2022, 70% of all customer interactions will brands to integrate their existing bots—or build Distribute relevant documentation (complete involve emerging tools like chatbots, machine new ones—right into WhatsApp to address with photos and PDF attachments) directly learning, and mobile messaging, up from 15% multiple use cases: to customers, so they have all the digital in 2018, according to Gartner. Plus consumers assets they need in one app, delivered in a are open to such tech developments—68% of FAQs conversational style that is more personalized. shoppers prefer to use self-service channels Deliver answers to those most commonly asked for simple questions or issues, making the customer questions via chatbot messaging Support conversations chatbot an ideal solution for addressing such without the need for costly intervention by a Help customers troubleshoot issues through a demand. Research from Forbes also shows human agent. sophisticated AI-powered conversations, that customers enjoy chatting with bots with coupled with the ability to hand over to human 70% of millennials stating they have had positive Guided sales agents seamlessly if required. chatbot messaging experiences. Take customers through simple sales processes quickly and without friction via predefined Multilingual support chatbot conversation flows. Offer support that talks to customers in their own language, without having to staff a native 73% Alerts & notifications speaker, in turn increasing both engagement of consumers want Send out automated updates that are more and retention rates. self-service technology 12 conversational and engaging in tone to boost customer satisfaction levels while keeping them up to date about the product/service they have ordered, all without agent intervention. 70% of millennials stating they have had positive chatbot messaging experiences 13

Source: 12 Retail Dive, 13 Forbes 27 Playbook Chapter 6

Integrating chatbots: Go third party

Creating a chatbot used to be a labor-intensive manage conversational AI experiences across process, but there are now third party solutions all of customer channels, including WhatsApp Deep dive: Conversational commerce available to help take the strain. Business. To learn more about conversational AI, listen to tyntec’s exclusive two-part While chatbot development frameworks such Such capabilities allow retailers to set up a bot interview with Parloa’s co-founder as Google’s Dialogflow, Microsoft Bot or Rasa that is designed specifically for their exact op Malte Kosub here. can be used to build and deploy chatbots more erational needs, instead of being forced to rely easily, brands that want to leverage some of the on a one-size-fits-all solution. Most importantly, most advanced machine learning technologies it means the challenges of creating convincing, and natural language processing power available useful chatbots to aid customers can be can also turn to pre-built solutions offered by removed entirely, which is critical for retailers MOBILE tyntec and its partners. who don’t have the development resources or INTERACTIONS talent to create their own bots in-house. O For instance, team up with tyntec partner, Plantt.io, to automate conversations that go beyond regular chatbots. Natural language processing takes place in the background to identify the intent of a question from customers Parloa Cognigy in over 26 languages. To manage conversation flows more effectively, tyntec partner Parloa, the Dialog Management System specialist, helps retailers create conversations and Plantt. Rasa Google Dialogflow

28 Playbook Chapter 6

Make chatbots work with backends

No matter how smart a bot is, it’s of little use they choose to without being hamstrung by if it’s not integrated with the services and restrictive API practice. Solutions serviced by systems that e-commerce businesses rely on tyntec using open APIs include: day in, day out.

It’s why official WhatsApp Business Solution providers offer full chatbot integration options HubSpot Microsoft Dynamics Salesforce for several leading business solutions. From using bots to manage orders in Shopify to seamlessly integrating with CRM giants Salesforce and Microsoft Dynamics, a chatbot Shopify Slack Zapier can become a vital, productive member of the CX team with only a minimum of integration effort required. Deep dive: Decipher the entire However, do go with a provider who offers chatbot creation process with tyntec’s platform- and vendor-agnostic APIs so the bot Ultimate WhatsApp Chatbot Guide. can be integrated with any existing backend system. This will give retailers the flexibility they need to add a conversational layer wherever

29 Playbook Chapter 6

WhatsApp Integrations throughout the Customer Journey

REVIEW Hi Kati, today you received your order. Hallo Kati, we have a special PERSONALI- Are you satisfied?  Would you offer for you: On our wet food ZATION like to rate our service? Your opinion with sauce, which your cat is important to us! Here you can leave Fitzi likes so much, you get a your review https://mypets.com/…  19:30 14% discount this week! Discount code 2P07FWX 10:30 Sure! Your products and your support are so great. You get from us ⭐ ⭐ ⭐ ⭐ ⭐ 19:30

ATTRACT

DELIGHT

ORDERING My cat Fitzi has a sensitive SERVICE stomach these days.  Would you suggest any wet foods for cases like this? 10:30 ENGAGE Poor guy.  May you like to try our Sensitive Wet Food Kangaroo Many thanks for ordering at with linseed oil. It is ideal for sensitive cat stomachs.  My Pets. With this message we 10:30 confirm your order. Your order number is 142635135 Sensitive Wet Food and you can check the status of your Kangaroo in multipack or as 400 g tin for cats order here https://mypets.com/… 10:35 https://mypets.com/… 10:30

30 Playbook Chapter 7

Bringing it All Together: How to Master Systems Integration

Benefit from the best of both worlds by combining the WhatsApp Business API with existing enterprise systems.

31 Playbook Chapter 7

Benefit from the best of both worlds by combining the WhatsApp Business API with existing enterprise systems.

As with chatbots, WhatsApp itself must be able to integrate with existing business systems. By fully integrating the WhatsApp Business API with other enterprise systems—such as CRMs and ERPs—a retailer can make customer interactions more personal (by accessing its customer database for context), and resolve problems faster (by orchestrating related internal systems to identify issues and execute actions).

There is a problem however—many retailers face a shortage of internal resources to manage such a transition. To sidestep this issue, a business can team up with a reputable WhatsApp Business Solution provider who can:

Provide a complete end-to-end solution for WhatsApp integration and usage, ensuring a fast, efficient transition.

Offer expert guidance for more advanced system integration requirements while providing an option to get just the API access with or without a chat interface.

Provide simple, reliable API access to WhatsApp with built-in enterprise features.

Offer peace of mind as the service is fully GDPR-compliant.

Handle hosting, maintenance, and updates.

Ensure all costs are transparent.

32 Playbook Chapter 4

Integration options explained

Depending on the retailer’s existing tech environment, it can choose one of three integration paths when partnering with a WhatsApp Business Solution provider:

Option 1: Option 2: Option 3: Choose a WhatsApp Business Solution provider If the retailer already uses a collaboration tool If the retailer wishes to access other customer who can provide a chat interface for live with a chat interface (such as Slack), it can be data and functionality, the solution provider’s API agents. tyntec’s WhatsApp Business Solution integrated with the provider’s API. can be integrated into CRM and/or ERP systems. comes complete with an easy-to-use interface This enhances speed and personalization levels, layer so that agents can effortlessly chat with leading to improved CX—and bottom lines. their customers on WhatsApp—no developer resources needed.

Developer Dashboard Connector

API Integration Chat Messaging Dashboard Messaging connector Made for developers. Integrate Get started right away with You know zapier? WhatsApp Business with our WhatsApp Business. Read about tyntec offers you the zapier programmable REST API. Add our web based interface to send for messaging. WhatsApp as a channel to your and receive WhatsApp messages. One connect different sytems. existing system, like CRMs or any No coding or development needed. other software. More channels included.

33 Playbook Chapter 8

Mapped: WhatsApp Business User Journeys

Get inspired with these WhatsApp retail-focused conversations that help convert sales and increase customer happiness.

34 Playbook Chapter 8 RUNNERS 365

Hi, I’m looking for the 1 perfect running jacket. Okay, let’s see! Are you looking 19:30 KEMAL LAABI for a running jacket for Discovery 19:30 Male, 30 years old

Women Men Controller Lives in the suburbs close to nature Men Not everyone has time to browse 19:30 2 Kemal is a very athletic guy. He trains  all your product choices. The use of Men, okay. You need a jacket with the following hard for his next marathon participation. interactive buttons 1 and lists 2 are functions (multiple answers possible): When choosing new sportswear he 1 Water-repellent  a great way to narrow down choices 2 Wind-resistant  appreciate an expert advice and looks 3 Very breathable  and help Kemal get what he needs. 19:30 at reviews. By showing where he can purchase 1 19:30 the jacket 3 , Kemal has everything he Water-repellent, okay.  needs to buy his chosen product. You want the following features for your dream jacket (multiple answers possible): 1 Reflectors✨ 2 System Zip 蘿 19:31 2 19:31 Okay, we’ve found some!  19:31

We’ve found some! The following styles could be just what you’re looking for. https://runners365.com/… 10:31 Performance 100 looks good! But I would prefer to try it in one of you local stores instead online shopping. Sure, no problem. 19:38 What’s your zip code? 19:38

50935 19:38 3 Our nearest store is: 19:38

Runners 365 Kerpener Str. 150-152 50170 Kerpen https://map/navigation/… 19:38 35 Playbook Chapter 8 MY PETS 1 My cat Fitzi has a sensitive stomach these days.  2 Would you suggest any wet KATI SOSCHINSKI Poor guy.  May you like to try foods for cases like this? Service 10:30 Female, 28 years old our Sensitive Wet Food Kangaroo with linseed oil. It is ideal for Junior Project Manager sensitive cat stomachs.  10:30 Lives with her cat Fitzi in the city Help customers with specialized advice to Sensitive Wet Food Kati prefers online shopping, especially Kangaroo in multipack or as help them find the right product. 400 g tin for cats for pet food. She’s long term customer https://mypets.com/… at MyPets. Her cat means as much to 10:30 Sounds good. As customer Kati initiates a conversation her as a family member. Let’s give it a try. 10:30 asking for a product recommendation 1 , triggering the 24-hour Support Window, Many thanks for ordering at My Pets. your customer service can guide her With this message we confirm your order. Your order number is 142635135 and you to find suitable product options 2 and can check the status of your order here https://mypets.com/… engage the customer from end-to-end 3 . 10:35

You have collected 100 loyalty points! 拾 Apply your points for you next order for a 10% discount or collect 50 more to earn 20% off.  10:35

TODAY

3 Hi Kati, today you received your order. Are you satisfied?  Would you like to rate our service? Your opinion is important to us! Here you can leave your review https://mypets.com/… 19:30

Sure! Your products and your support are so great. You get from us ⭐ ⭐ ⭐ ⭐ ⭐ 19:30

Wow, great! We’re very pleased. Thanks a lot.   19:30

36 Playbook Chapter 8 CYBERDEAL24 1 Hi, about to order a new graphics tablet from you but need to make sure you can deliver safely. 15:30 SARAH JENKINS Delivery Female, 58 years old Hi Sarah, absolutely understand. Freelance Illustrator Please let us know your requirements now and we promise that these will be Lives by herself in a rural area Customer Sarah wants to give the retailer adhered to by our delivery team. 15:30 Sarah has an underlying health condition that very specific delivery instructions 1 that makes her cautious about visiting a nearby she feels can only be shown via photo 2 , Okay, here goes! When you arrive, shopping mall, and even ordering home ring my door bell so I know you not just text. WhatsApp supports this are here then immediately go left deliveries. Whenever she orders from a new past the house. important functionality, Sarah able to 15:30 online store, she wants assurances the retailer understands and respects her last-mile delivery upload images from her camera roll 2 in-app with a couple of presses. requirements. With the live agent acknowledging they have seen the images and promising to 15:30 share them 3 with the delivery team, You will find a deck behind the Sarah is reassured and now confident house with a BBQ. Place the enough to proceed with her order. package in the bottom drawer of the BBQ and close. 15:30

15:30

Please shut the gate when you leave. I will not be able to sign for the package. 15:30

3 Thanks for the pics—that’s super useful! Will include these and your instructions with your order. They will be adhered to, we promise. Would you like to go ahead with your purchase? 15:30 Thank you so much and yes, let’s do it! 15:30 37 Playbook Chapter 8

Case Study: Food ordering during COVID-19

A major restaurant chain in Mexico adapted its service during the pandemic to help both staff and customers stay safe and enable better social distancing.

It achieved this by asking customers to make their orders in advance either by traditional phone call, visiting its website, or booting up WhatsApp, and then pick the order up later from a pre-selected restaurant.

To market its WhatsApp service, the restaurant promoted QR codes in the offline space while rolling out online ads that featured WhatsApp’s click-to-chat function. Once connected via the messaging platform, the customer followed a simple ordering process, all serviced by basic but effective chatbot technology.

38 Would you like several of these Fantastic, at which time would same menus, if: you like to pick up? Playbook Chapter 8  if Yes, write the number of units Write the hour of pick up in the  if No, write the next dish number following format: HH:MM  if you don’t want anything else, 5:41 PM write Cuenta. 5:41 PM

at 14:30 5:41 PM

Cuenta 5:41 PM 3  Ok! Ok, you ordered Dish 567 Your order Number is 5467, 1 Because of the time of the day, the with A (total is 45 Pesos), containing: customer is immediately offered the is it correct? ASADO MIXTO x1, restaurant’s afternoon menu by the  if Yes, write Yes COCA-COLA x1, chatbot where all items are numbered.  TARTA x1. if No, write Restart 5:41 PM Simply tapping in the desired dish’s Total: 540 Pesos order number—before typing in any Resturant ID with Journey Analysis preferred options—means the food Yes 5:41 PM Address: XXXXXXXXXX Take a closer look at the order can be taken in seconds. Restaurant Phone number is: 555777999 customer’s journey: It reveals Just say your order number they are never asked to type in 10 when you arrive in the restaurant. tacoria anything more than is required— We’ll be waiting for you with in many instances, a single number 11 12 the order. or word will suffice. The aim? Hi 5:41 PM Thank you TACORIA 5:41 PM To reduce friction from the

Hello from Tacoria! 13 customer’s ordering journey, What would you like to order? 14 remove the risk of ordering Here you receive the Tacoria menu PDF. 陵 errors, and strip away ordering In order to select a dish indicate Select on which resturant 2 After confirming the customer is happy complexity for the business itself. the number one at a time. 5:41 PM (write number) you want to with the price, the bot asks him/her to collect: 5:41 PM select a choice of nearby restaurants for pick up from a map using a single

Resturant ID 13 5:41 PM number. Once done, the bot requests confirmation. pdf tacoria_menu.pdf Ok, will pick up your order at 2:13 PM 3 The bot offers a concise overview of the 5 pages · 2 MB · pdf 5:41 PM restraurant ID 13 with address: order and pick up point before asking for 1 Calle de las Alegrias No. 25, final confirmation from the customer. I would like dish 567 Mexico DF 5:41 PM Once given, the order process is  Type OK to confirm the complete, and all in under a minute. restaurant or This dish comes with A or B  options, which one do you prefer? Type CHANGE to change 5:41 PM restaurant 5:41 PM

2 39 A 5:41 PM OK 5:41 PM Playbook

E-commerce in a Post COVID-19 World: Key Findings & Takeaways

Offering better customer experiences was Now factor in the emerging role of private Such figures will only grow in the post rapidly becoming a priority before the messaging channels and digital conversational COVID-19 world with online shopping now pandemic across all sectors: commerce: forecast to become the ‘new normal’:

53% of consumers are more likely to shop The share of European consumers Research shows enhanced CX can increase with a business they can message.17 who make 50% or more of their total customer satisfaction rates by up to 30%, 14 purchases online has grown by up to 80% and revenues up to 50%. 75% of customers want a ‘now’ service, since the outbreak.19 and expect responses within five minutes 84% of consumers say that a brand’s of making contact with a brand online.18 Six in 10 consumers say they will customer experience is as important as continue buying online at similar levels its products and services.15 once the pandemic subsides.20 87% of organizations agree that traditional In the US, 68% of shoppers say they’re customer experiences no longer satisfy likely to keep buying essential goods their customers.16 online after the health threats of COVID-19 have subsided.21

Source: 14 McKinsey, 15 Salesforce, 16 Forrester Consulting, 17 F acebook Messaging Survey by Nielson, 18 McKinsey, 19 Kantar, 20 Kantar, 21 Salesforce 40 Playbook

To effectively manage such increases Ultimately, enhancing customer experiences while optimizing CX, use the WhatsApp through conversational commerce and Business API to: chatbot technology represents a win for both business and customers. It offers potentially Service consumers on a channel they big customer satisfaction and revenue gains trust and are familiar with. that will increase over time—but only if brands Identify best practices to improve customer commit the right time, resources, and budget experiences. levels to their CX strategies so they are able to not only survive, but flourish, in a challenging Provide peace of mind to customers via post COVID-19 world. the trusted WhatsApp verified badge.

Use click-to-chat and conversation starter buttons to drive customers to WhatsApp.

Remove traditional customer pain points to create seamless, always-on journeys.

Deploy chatbots to take the strain off customer services.

Rely on a third party specialist to help with the bot creation and implementation.

Partner with an accredited WhatsApp Business Solution provider for a smooth rollout.

41 WhatsApp Business API has the power to bring Conversational Commerce to life in many scenarios. Companies that aim to improve customer experience by leveraging WhatsApp now have a very powerful tool to take their customer experience to the next level—right on WhatsApp.

We at tyntec are looking forward to bringing WhatsApp Business to you. Get in touch to find out more—or get started with us. tyntec.com/e-commerce [email protected]