Why WhatsApp is the hottest new channel in the Contact Center?

  • Sweta Chakraborty
  • 14 October 2021


WhatsApp is one of the fastest growing messaging applications in the world. With 2 billion current users in 2021, it is no doubt a preferred channel for many customers. I mean, don’t you like it when you receive your flight tickets delivered to your WhatsApp number. I absolutely love it, as I no longer need to open my mail and scout for it. Many customers like me prefer being contacted on WhatsApp for specific reasons.

WhatsApp has evolved a lot over the years. From allowing multi-media exchange to now scanning QR codes and making payments, WhatsApp is ideal for business use. WhatsApp for contact center increases efficiency and improve customer satisfaction as well.


WhatsApp For Contact Center

WhatsApp was downloaded 13 million times alone in April 2021. This alone can confirm that it is a popular channel for messaging and a must-have integration for your contact center. With WhatsApp Business API integration, you can keep your customers notified about important information. This can be a reminder of debt collection, invoice copy, flight tickets, delivery status and more.

Furthermore, you can integrate a chatbot to improve the channel’s productivity. Customers can connect with your brand on WhatsApp and the bot can resolve most generic issues or guide them to the right agent. Such integrations with contact center management tools make WhatsApp a flexible platform.


How WhatsApp For Contact Center Enriches Customer Support?

Customers preference are changing to non-voice or digital channels for certain types of interactions. The millennials are preferring texting to calling. Above all WhatsApp is a commonly used app, therefore customers do not feel any hesitation in seeking help on WhatsApp. Here are a few ways how WhatsApp can enrich your customer support operations.


Call deflection:

While voice call still dominates the most preferred ways to reach customer desk, it may result into more waiting time for customers. Brands prefer to provide call deflection option so that customers who don’t want to wait in the queue can manage the interaction over WhatsApp. This improves customer experience as they don’t have to wait. With better containment rate over a WhatsApp bot the efficiency of the call center increases. Even if the customer connects for a live chat with an agent over WhatsApp, it is still less expensive than voice call. So, overall the Total Cost of Ownership (TCO) comes down for the contact center.


Canned Messages:

Canned messages or message templates are a major benefit for businesses out there. With high volume of customers, it is easier for agents to just tap and send canned messages. This improves your interaction with your customer, makes it efficient and the issue is resolved faster. It also reduces agent response time.

Agents can and also request their customers to exchange multimedia files. All these facilities make WhatsApp an ideal solution for tending to customer support.


Multilingual Support:

WhatsApp with its global popularity can support up to 60 different languages. It can allow your business to reach out to a more local and diverse customer pool. Communicating with customers in their preferred language can make them feel welcome and comfortable. Such personalised customer service is always rewarded with a loyal customer pool.


Chatbot Integration:

Any live chat platform is now incomplete without a chatbot. While you are providing 24x7 support on WhatsApp, it is meaningless to put your agent on mundane tickets. C-Zentrix chatbot can help your business with sales or support queries. Chatbots use Natural Language Processing and Conversational AI to understand customer’s intent and provide them with appropriate responses.

The many benefits of chatbot includes offering consistent support to all customers. It can collect customer feedback, generate leads, redirect customers to agents, provide relevant links to customers and lastly gather insights.


WhatsApp Based Ticketing:

WhatsApp Business API when integrated with a CRM, it can automatically generate tickets for incoming customer queries. Agents can take note of these tickets and review the context of the tickets. Based on this, they can personalise and approach the customer accordingly. The CRM system can send out timely reminders or certain updates on the basis of workflow, using pre-approved WhatsApp notification templates.


Omnichannel Overview:

Under omnichannel your WhatsApp channel’s potential is enhanced. In other words, your agents can now view the customer’s journey across all channels including WhatsApp. So next time, when they reach out to you on WhatsApp, you can use the previous context to resolve their issues better, generate some familiarity and make them feel important to the company, even if some other agents attended their previous requests. Above all, such context also open opportunities for upselling and cross-selling.


Queue Management:

As contact centers have high traffic at different times of the day, they can deflect customers to WhatsApp support. Given the fact that, most people in different geographies use WhatsApp as a primary channel of communications, these customers will be more than happy to receive immediate support over WhatsApp. With chat queue management, the user can be informed if she has to wait for a while when the chat agent becomes available.

Conversing on WhatsApp is also easier and time saving than other channels. This frees up your other channels to receive more customers.



WhatsApp is an easy-to-use, multimedia supporting platform that allows you text, call and video chat as well. If leveraged right, WhatsApp can be an important asset for your contact center and eradicate a lot of friction in your customer support channels. To learn more about WhatsApp Business API and its integration with contact center tools, you can contact us.


Author Bio:  Sweta is a passionate technical writer with an experience in digital marketing. Outside work, she is a devoted Esports advocate

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