WhatsApp is one of the most popular messaging platforms in the world, with over 2 billion monthly active users. Integrating WhatsApp with Salesforce allows businesses to communicate with customers and prospects via WhatsApp directly within Salesforce. This creates a seamless omnichannel experience and enables companies to engage with stakeholders on their preferred channel.
Overview of WhatsApp
WhatsApp is an instant messaging app that allows users to send messages, photos, videos and documents to other users. It works across devices like smartphones, tablets and computers. Some key features of WhatsApp include:
- End-to-end encryption for secure messaging
- Group chats with up to 256 participants
- Ability to make voice and video calls
- Share locations, documents, contacts
- Supports text, images, video, audio, documents
- Free to download and use (excludes standard data charges)
WhatsApp started off as an alternative to SMS. Over the years, its features have expanded significantly. Today businesses are leveraging WhatsApp to engage with customers and provide support.
Benefits of Using WhatsApp for Business
Here are some key advantages of using WhatsApp for business communications:
- High engagement – WhatsApp has over 2 billion active users. Customers are highly active on WhatsApp.
- Fast communication – Messages deliver instantly allowing real-time conversations.
- Convenient – Customers can start conversations whenever without waiting for support lines to open.
- Rich messaging – Ability to send images, videos and documents makes conversational commerce possible.
- Cost-effective – No per message cost makes it affordable to engage customers.
- Secure – End-to-end encryption ensures conversations remain private.
- Scalable – Businesses can leverage smart messaging tools to scale WhatsApp conversations.
By integrating WhatsApp with Salesforce, businesses can unlock these benefits within their CRM and connect more meaningfully with customers.
Setting up a WhatsApp Business Account
To use WhatsApp for business, you first need to set up a WhatsApp Business account. Here are the steps:
- Download the WhatsApp app on your smartphone and verify your phone number. WhatsApp will send a One Time Password (OTP) via SMS to verify your number.
- Open WhatsApp, go to Settings and tap on WhatsApp Web/Desktop. Scan the QR code to link WhatsApp to your computer.
- On your computer browser, go to the WhatsApp Business app website (https://www.whatsapp.com/business/). Click on “Get Started”.
- Enter your phone number and tap Request Code. WhatsApp will send an OTP to verify the number.
- Once verified, fill in business details like your business name, address, description, email, etc.
- Choose a business category that best describes your business. This helps WhatsApp know what features would be useful.
- Click Next and your WhatsApp Business Profile is ready! You can now use WhatsApp on your PC.
With your WhatsApp Business account ready, you can now integrate it with Salesforce.
Integrating WhatsApp with Salesforce
Here are the typical steps to integrate WhatsApp with Salesforce:
- Get a WhatsApp Business API account. This allows you to programmatically connect WhatsApp to Salesforce.
- Select a Salesforce-approved WhatsApp partner solution. These certified solutions simplify the integration process.
- Install the WhatsApp package in Salesforce. This adds WhatsApp as a channel in Salesforce.
- Configure the integration settings like connecting to your WhatsApp Business account, setting permissions, selecting message templates etc.
- Set up messaging tools like chatbot flows, quick replies, agent assignments and reporting dashboard.
- Train support agents on handling WhatsApp inquiries within Salesforce.
- Test out the end-to-end workflow before going live.
Connecting directly with Salesforce allows businesses to capture all WhatsApp conversations within their CRM. Agents can view customer history, automatically pull up records and seamlessly switch channels if needed. This creates a continuous conversational experience.
Key Components of WhatsApp and Salesforce Integration
Here are some key components that enable WhatsApp and Salesforce integration:
- WhatsApp Business API – Enables connecting WhatsApp to external platforms like CRMs.
- WhatsApp Cloud API – Provides interfaces to manage conversations at scale.
- Partner Solutions – Certified solutions that simplify the technical integration process.
- Salesforce Package – Contains WhatsApp channel, UI components, automation tools and configurations.
- Conversation Interfaces – Tools to view, respond and manage conversations from within Salesforce.
- Connectors – Pre-built integrations that connect API endpoints and transfer data between WhatsApp and Salesforce.
- Analytics – Dashboards to view key WhatsApp metrics and track performance.
With these components, Salesforce users can have full WhatsApp capabilities embedded within their CRM. Agents can engage customers on WhatsApp without having to switch between apps.
Key Steps to Create a WhatsApp Channel in Salesforce
Let’s go over the specific steps to create a WhatsApp channel in Salesforce:
- Get WhatsApp Business API Account – Visit the WhatsApp Business API website (https://www.whatsapp.com/business/api). Click on “Get Started” and apply for the WhatsApp Business API. You need to be an authorized representative of the business to apply.
- Choose a WhatsApp Business Solution Provider – Salesforce partners like Zendesk, Twilio and MessageBird offer certified solutions to connect WhatsApp to Salesforce. Review different providers and select one.
- Install Package in Salesforce – Install the selected WhatsApp partner package in your Salesforce org. This adds WhatsApp as a messaging channel.
- Connect WhatsApp Business Account – In package settings, connect your WhatsApp Business account to Salesforce by verifying your mobile number.
- Configure Settings – Enable features, set permissions, opt for message templates, configure quick replies and assign WhatsApp agents.
- Set Up Chatbot Flows – Use tools like Flow Builder to create automated conversational bots for handling common queries.
- Create Engagement Rules – Set up rules like routing conversations to the right agents based on content, urgency and history.
- Install Analytics Dashboard – Add AppExchange dashboard to view WhatsApp metrics in Salesforce like lead response times, frequently asked questions etc.
- Train Agents – Educate support agents on best practices for engaging customers on WhatsApp using Salesforce.
By following these key steps, you can successfully set up a WhatsApp channel integrated within your Salesforce CRM.
Tips for Effective Customer Engagement on WhatsApp
Here are some tips for brands to effectively engage customers on WhatsApp:
- Set up greeting messages and away messages to manage user expectations.
- Respond promptly. Set up SLA policies for acceptable response times.
- Keep conversations going with meaningful engagement. Avoid one-word responses.
- Be empathetic and human in your language. Don’t use bot-like generic templates.
- Provide personalization using names, past interactions, order details etc. retrieved from Salesforce.
- Use rich messaging – leverage images, videos and custom branding.
- Offer seamless conversational handover to agents when needed.
- Use quick replies for common questions to streamline responses.
- Automate conversations where possible with chatbots and macros.
- Monitor and optimize based on analytics – agent productivity, resolution times etc.
With the in-CRM integration, agents can put these best practices to use for delivering standout customer experiences on WhatsApp powered by Salesforce.
Benefits of Integrating WhatsApp with Salesforce
Combining the communication capabilities of WhatsApp with the power of Salesforce CRM unlocks multiple benefits for businesses:
- Omnichannel engagements – Seamlessly engage customers across WhatsApp and other channels like calls, email, live chat etc.
- Deeper personalization – Leverage customer data in Salesforce to engage contextually on WhatsApp.
- Improved agent productivity – Unified platform reduces toggling between apps. Streamlines workflows.
- Lower training – Agents can leverage existing Salesforce expertise for WhatsApp engagements.
- 360-degree customer view – WhatsApp conversations are logged directly within customer histories in Salesforce.
- Salesforce automation – Use lead scoring, assignment rules, macros and other automation tools.
- More conversions – Eliminate drop-offs and drive more conversions with persistent, personalized messaging.
- Better analytics – Take advantage of Salesforce’s rich analytics and reporting capabilities.
- Added context – Agents have access to full customer profiles, order information and case history when chatting.
This showcases how integrating WhatsApp can supercharge Salesforce with the power of messaging while unlocking CRM capabilities for WhatsApp.
Common Use Cases of WhatsApp for Sales and Support
Here are some of the most common use cases brands utilize WhatsApp integrated with Salesforce for:
- Lead Generation – Engage prospects on WhatsApp with targeted content, offers and personal outreach for converting more leads.
- Customer Support – Resolve support queries faster by enabling customers to message agents directly.
- Order Status – Allow customers to check delivery status by simply messaging their order number.
- Product Catalogs – Share product catalogs, brochures and other collateral over WhatsApp.
- FAQs – Set up chatbots on WhatsApp to provide 24/7 automated support for frequently asked questions.
- Campaigns – Run personalized campaigns on WhatsApp to drive engagement and conversions.
- Payment Collection – Accept payments from customers easily by sharing payment links over WhatsApp.
- Feedback & Surveys – Get candid customer feedback via NPS surveys, reviews and polls on WhatsApp.
WhatsApp combined with Salesforce capabilities creates endless possibilities to engage customers in meaningful conversations across the entire lifecycle.
Key Takeaways
Here are some key takeaways from this guide on integrating WhatsApp with Salesforce:
- WhatsApp has over 2 billion users worldwide making it a important channel for businesses.
- Integrating WhatsApp Business API with Salesforce unlocks omnichannel messaging within your CRM.
- Certified partner packages simplify the technical process of connecting the two platforms.
- The integration provides powerful automation tools to scale WhatsApp conversational experiences.
- Unified messaging results in increased productivity for sales and service agents.
- Customers can enjoy rich, personalized engagements with brands over WhatsApp.
- Analytics provide insights to measure productivity, optimize processes and boost ROI.
- WhatsApp integrated with Salesforce drives more conversions, better engagement and lower costs.
Conclusion
WhatsApp is transforming how brands communicate with customers for sales and support. Integrating it natively within Salesforce unlocks the combined power of messaging and CRM capabilities.
Companies looking to implement WhatsApp customer engagement should:
- Get a WhatsApp Business API account and choose a Salesforce-certified solution partner.
- Install the partner package in Salesforce to activate WhatsApp as a channel.
- Integrate messaging tools for automation and scalability.
- Train agents and monitor analytics to drive performance.
With an enterprise-grade integration solution, businesses can leverage WhatsApp to build more meaningful, personalized relationships on the channels customers already use and love.