To talk about the new opportunities within the country, at the Inter.Mx Expansión Summit 2022, Marcos Oliveira, Head of LATAM Partnerships, Business Messaging in Meta and Barbara Gurjão, commercial director at Sinch, one of the enabling business partners of WhatsApp Business, They talked about the opportunities that Mexican companies have.
According to Oliveira, “once the customer is talking to a business on a channel (WhatsApp) with which he communicates with friends and family, this communication becomes more personal.”
This is important for doing business, especially in countries like Mexico and Brazil “where relationships are very important.” He mentions that transferring the personal aspect of talking with a friend or family member to a relationship with a company has resulted in high business rates.
On the other hand, one of the tools used in c-commerce is the bot, or automated responses. Gurjão shares: “Although the bot is very smart to give programmed responses, a bot cannot give advice. People talk to a bot like it’s a friend.” One of the main challenges for brands is to connect with their customers quickly, but also in a more personal way.
Golden rule: be where customers interact
Oliveira referred to the case of McDonald’s as an example. He explained that this company uses WhatsApp to direct traffic to the store, because through this channel, they distributed 150,000 coupons to be redeemed in stores. This represented a 17% conversion rate for the brand and a relationship with almost 2 million customers on the platform.
“We must be where the clients are; to have a conversational platform where you can have conversations and you don’t need to repeat them”, adds Barbara.
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