How would you improve WhatsApp Business to drive more engagement?

Clarifying questions:

Are we considering WhatsApp mobile only or WhatsApp web as well? WhatsApp mobile only.

Are we targeting any specific region? No

Any specific user segment we are targeting? No

Are any challenges with WhatsApp Business are currently facing? No

Describe the product:

WhatsApp Business has been developed for modern businesses and comes with host of tools and features that can help you connect with customers. It is secure messaging platform and come with end-to-end encryption feature that WhatsApp is popular for. WhatsApp business work for smaller companies and growing businesses. Larger firms should consider WhatsApp Business API which allows multiple users and supports both the marketing and customer service efforts of a company.

Goal: To improve engagement of WhatsApp Business

User Persona

1.       Company: Start-ups, Big corporations

2.       Customer: Student, Working professionals, old age people

Here we will focus on customer user persona due to large in number and it’s convenience will effect engagement.

Pain point

1.       Lack of Cards: user can’t see number of different products due to lack of product cards

2.       Lack of Button for Payments: users become more apprehensive to click raw links in chat over a highly optimized payment card.

3.       Ad Targeting: user doesn’t get direct link for Ads.

4.       Attracting spammers and system abusers: Most direct message to WhatsApp are comings as Spam.

Here I will choose Attracting spammers and system abusers because solving this WhatsApp can help brands in increasing engagement.

Brainstorming Solutions:

1.       Utilize 1-to-1 conversations: Responding to people who want to learn about product will increase sales. It is simple to run through a bot as it is scalable. It will help to figure out processes, preparation, training and channels for this level of support.

2.       Make full use of Message Templates: WhatsApp approved Message Templates will give best experience to customers.

3.       Be Crystal clear with your opt-ins: opt-in should include what they are going to receive and to which number. E.g., Receive purchase information on WhatsApp (Phone Number:)

4.       Stick to the 24-hour window: send any information within 24 hours of the customer’s last engagement with your brand through WhatsApp. After that make use of paid notifications where message will be charged. It will help in reducing spam.   

Evaluating Solutions:

Here I will recommend 1-to-1 conversations and Message Templates because

·         1-to-1 conversations will help to understand the customer’s demand and increase engagement with high user impact

·         Message Templates will help user to understand the content which will give high user impact and engagement.

Summary:

Here we have been tasked to improve WhatsApp Business to drive more engagement. After Narrowing down the scope, we first identified user personas and chose one user persona customer. After that we found the pain point for customer user persona while using WhatsApp Business. We chose one pain paint Attracting spam and system abusers and found solution for this. After that we evaluated the solution on the basis of Impact and effort parameter. Finally, we recommend 1-to-1 conversations and Message templates which will help in knowing user’s demand and convenience to users. Knowing user’s demand and convenience to user will help in increasing engagement.