I’ve watched thousands of potential customers slip through digital cracks—excited buyers who asked detailed questions in WhatsApp, only to abandon their purchase when we sent them to a “simple” checkout page.
In the past year I have written more than enough about how consumers in Latin America are flocking to Whatsapp to buy their products and services. Still, this is no guarantee that they are going to buy from YOU.
Today I write this post with a bit of concern and at the same time enthusiasm. Things are as they are and we cannot change them. The only thing we can do is face them head-on to be able to solve them.
I know, I know. You’ve been running your business WhatsApp from your phone for years. Your customers know the number, you have months of chat history, and your team is comfortable with the familiar green app.
The WhatsApp notification pings. Your customer service agent glances at their phone, sees a product inquiry from a potential customer, and has exactly 30 seconds to make a decision.
Think about your closest relationships. They didn’t develop through a single interaction or even through one mode of communication.
Here’s a question that reveals everything about human nature: Would you rather buy a $500 gadget by clicking through a website, or by having a conversation with someone who can answer your questions, understand your needs
Customer A calls your support line, waits 12 minutes on hold, explains their problem to three different people, and finally gets their issue resolved 2 hours later.
Remember the last time you contacted customer service and felt like you were talking to a robot reading from a script? Those days are a thing of the past.
The dream scenario for a modern retailer who wants to grow their revenue and sustain a healthy profit margin goes something like this