Automakers should not look at WhatsApp Business APIs as an avoidable cost undertaken simply to delight customers, but as an investment that yields solid returns. Consider how some key automakers have benefitted from messaging apps:
Send Personalized, Visually Appealing Promotional Campaigns at Scale: Auto brands and car dealerships can use customer preference insights gained through multiple touchpoints to send targeted promotional campaigns customers will actually find helpful. Leveraging WhatsApp’s rich messaging features, brands can share videos, images, etc., about new model launches and send personalized invitations to launch events — all of which help to create a sense of belonging to the brand.
Grow Their Customer Database: Automakers can expand their digital reach among both existing and new clients using WhatsApp. When existing customers (who may have bought their cars entirely offline) bring their vehicles for servicing, automakers can ask them to opt-in to receive all servicing-related alerts on WhatsApp. When potential customers walk into a showroom to check out a particular model, they can be encouraged to scan in-store QR code signages to start conversations with the company on WhatsApp. Such measures help automakers grow their brand online.
Offer Customer Support in More Cost-Effective Ways: WhatsApp enables auto service centres to be uber-responsive to their customers’ needs. It also offers security and privacy to share confidential information in a hassle-free manner. When customers feel supported, they tend to trust such brands and engage with them more. Automakers also realize significant cost savings, as automated chatbots can handle multiple user chats simultaneously, reducing the need to maintain large customer support teams.
1. CarGurus Inc.*
2. Cox Automotive Inc.**