WhatsApp can be connected to CRM by integrating WhatsApp API accounts and CRM. With this businesses can store important messages they send and receive on WhatsApp in their CRM database. This is a two-way integration. However, most CRMs are built by considering emails as the main channel of communication. Therefore most CRMs don't support WhatsApp CRM integration
CRM integration with WhatsApp is very important for businesses as most of the WhatsApp messages are read within 5 minutes after being sent while for emails the average time is up to 10 hours.
Some applications of WhatsApp CRM
- All the processes from order updates to customer inquiries.
- The itinerary details, updates, and answering queries used by the travel industry.
- Banks send instant support and transaction alerts. They even allow customers to do banking activities through WhatsApp
All this information is stored in the CRM.
WhatsApp has two versions one is the WhatsApp business app and another is the WhatsApp business API. To integrate WhatsApp with CRM you have to register a WhatsApp API account.
Let's understand both of them
WhatsApp Business App
This is mostly used by small and medium-sized businesses. businesses engage their customers through a smartphone application. It has business features to automate, sort, and respond to messages fast. Its interface is the same as the personal WhatsApp application. With this, you can create a business profile with contact information, official websites, and business location.
WhatsApp Business API
It is mostly used by large-sized businesses that have a large customer base and have to deal with a large volume of messages. It has a verified business profile. This way you can ensure the trust of the customers. It supports unlimited simultaneous log-ins. It can be used on numerous devices that permit larger teams and user access. It is not a stand-alone app, it needs a software solution and an official WhatsApp provider to integrate with
Factors to be considered before integrating your WhatsApp with your CRM
- You need access to the WhatsApp Business API. It should work with a verified Business Solution Provider (BSP) to facilitate this process.
- Since customer communication data is involved here you have to ensure that your CRM application is compliant with data privacy laws.
- You have to check whether your CRM platform supports integration with WhatsApp. Many CRMs don't support this integration.
- Make sure if your audience base prefers WhatsApp communication or not as all customers don't prefer it. Also, get their consent before starting the conversation.
- As CRM generates automated responses plan out potential automated messages in advance.
Then you have to choose a platform where it can be integrated. CRMs like HubSpot and Salesforce support this integration
