WhatsApp Flows explained: Customizing in-app customer journeys

Discover WhatsApp’s game-changing features Flows and Payments to level up your customer journey. In this blog, we’ll explore what they are, how to set them up, and the top use cases.

Content Marketing Team Lead

Zoha Tapia

Content Marketing Team Lead

Enter the world of super apps and conversational experiences, where being able to deliver exceptional CX over a single chat app, has become a game changer. It’s taken convenience to a new level, with businesses now having the ability to create personalized in-app customer journeys. And that too on a chat app they already use, without the need to download an additional one.

At the forefront of this evolution is WhatsApp Flows – a feature on WhatsApp Business Platform that allows businesses such as yourself to easily build and customize in-app journeys from “hey” to pay.

In this blog, we’ll explore the world of WhatsApp Flows and how they help businesses tailor in-app customer journeys like never before.

Understanding WhatsApp Flows

WhatsApp Flows are a dynamic and customizable feature within the WhatsApp Business Platform. It enables businesses to create structured, interactive customer journeys that guide users through various touchpoints. From initial contact to post-purchase support, WhatsApp Flows offer an engaging conversational experience.

The benefits of WhatsApp Flows extend far beyond improved engagement. They empower businesses to deliver relevant content and services at each step, resulting in higher customer satisfaction and increased conversion rates.

The role of WhatsApp in conversational experiences

WhatsApp has emerged as a communication giant, with over two billion monthly users worldwide. It has become a preferred channel for customer communication due to its ease of use, instant messaging capabilities, and the familiarity that users have with the platform.

The statistics back this up: businesses that utilize WhatsApp for customer engagement report higher open rates and quicker response times compared to traditional email or SMS channels.

This presents a significant opportunity for businesses to connect with their audience where they are most active.

Customizing in-app journeys with WhatsApp Flows

One of the key advantages of WhatsApp Flows is their ability to create personalized customer journeys. Businesses can use these flows to tailor interactions to specific user segments, guiding them towards their goals. Whether it’s onboarding new users, providing product recommendations, or addressing support inquiries, WhatsApp Flows can be customized for various industry needs.

Consider an eCommerce store using WhatsApp Flows to provide a personalized shopping experience. A new customer receives a welcome message, followed by product recommendations based on their browsing history. When they make a purchase, they get order updates and post-purchase care instructions. This level of customization enhances the user’s journey and boosts loyalty.

What does WhatsApp Flows look like in action

The first step is to get your customer to initiate a conversation over WhatsApp. To do that all you need to do is setup a click-to-chat or click-to-WhatsApp ad campaign on Facebook or Instagram. This allows customers to initiate a contextual conversation over WhatsApp.

Once they’ve initiated the conversation, you can now give them an in-store experience over WhatsApp. Think of it as your own mini app within WhatsApp. You can replicate any journey you have on the website or within the channel.

Imagine moving your existing lead generation website forms, adding product catalogs, interactive FAQs, ability to book and reserve, select services, and pay in one conversational journey.

With WhatsApp Flows that can be a reality.

All the Flows components, such as text fields, radio buttons, checkboxes, and drop-down menus, can be combined to create interactive screen flows that will lead your customers through the customer journey. You can lead your clients through your offer your product category, characteristics, and item.

Except purchasing the product, you can define how you want this journey to finish – capturing leads, booking appointments, capturing orders or feedback. 

Now, close every sale in the chat with WhatsApp payments

Getting customers to the point of purchase can be tedious. WhatsApp Flows offers a streamlined approach to close the entire conversational experience journey with WhatsApp Payments.

This innovative feature, currently available in Brazil and India, revolutionizes the process of leading customers from the initial conversation to the point of purchase.

Rather than redirecting customers to external websites or platforms, businesses can seamlessly guide them to complete transactions within the chat. With in-thread payments on WhatsApp, customers can finalize their purchases while still engaging in conversation, and conveniently track their orders in one place. This integration simplifies the entire purchase process and enhances the customer experience, ultimately bolstering customer satisfaction and loyalty.

With time now being measured in a jiffy, and convenience being the most important parameter across all digital platforms, Payments on WhatsApp, with minimal processing steps, and upfront confirmation of policy payments, was much needed to boost consumer confidence and satisfaction. Prior to the Payment on WhatsApp service, consumers would need to go through several steps including, log in to a mobile app, authentication process, and payment gateway processing, while with payments on WhatsApp, these steps are eliminated. In the first three months of the launch of this service, approximately 3000 customers successfully paid around Rs. 40 million for renewal. Our tech partner Infobip provided incredible support in integrating payments on WhatsApp Pay into the TATA AIA Life Insurance payment system. It’s been a resounding success, and our consumers couldn’t be any happier. Team dedication and expertise made this integration a breeze. The impact on our operations and customer satisfaction has been remarkable – the convenience and security of payments on WhatsApp have won over our customers, leading to increased sales and loyalty.”

Sanjay Arora

Executive Vice President & Head of Operations, Tata AIA Life Insurance

Best practices and tips

To make the most of WhatsApp Flows, consider these best practices:

  • Use conversational language to make interactions feel more human.
  • Segment your audience to deliver more relevant content.
  • Ensure GDPR and privacy compliance when collecting user data.
  • Keep users informed about their data usage and provide options for customization.

Measuring success with WhatsApp Flows

To ensure the effectiveness of your WhatsApp Flows, it’s crucial to track key performance indicators (KPIs) such as open rates, click-through rates, conversion rates, and customer feedback. These insights will guide you in refining and optimizing your flows for better results.

Remember that the real power of WhatsApp Flows lies in their adaptability. As customer preferences and needs change, you can adjust your Flows to meet these evolving requirements.

Top WhatsApp Flow use cases

Generate new leads

Streamline your lead generation wity customized flows that help take a prospect from initial engagement all the way to purchase.

Product recommendations

Design your chatbot easily to give product suggestions that are personalized to each customer. WhtsApp Flows helps recommend the product to customers based on their chosen criteria.

Manage appointment bookings

Customers hesitate to schedule appointments because of expectations that the process is long and tiring. WhatsApp Flows offers an interactive way to book and reschedule appointments.

Manage order and delivery

Customers tend to abandon a web/in-app purchase if it’s not simple, fast, and easy. Implement an ordering journey in WhatsApp and make it easy and simple for your customers. Increase recurring revenue, but also loyalty and customer retention.

Collect customer feedback

Customer engagement an be low when it comes to sharing feedback. WhatsApp Flows allows you to design an interactive journey that helps you survey your customer and understand their sentiment.

Benefits of using WhatsApp Flows

Utilizing WhatsApp flows in your business can offer various benefits in enhancing the customer experience and driving engagement. Firstly, by customizing the flows to align with your specific goals and target audience, you can provide a personalized and seamless customer journey. This tailored approach allows you to guide customers through different modules, such as greeting messages and product recommendations, in a logical sequence.

Another significant benefit is the ability to deliver prompt and relevant responses. Response times play a crucial role in customer engagement, and by designing your WhatsApp flows to provide timely replies to queries and actions, you can ensure a positive user experience. Customizable forms and interactive buttons enable customers to easily provide information and make choices within the flows, improving response efficiency.

Moreover, incorporating conversational marketing techniques can further enhance the effectiveness of your WhatsApp flows. By using relevant keywords strategically and adopting a conversational language and tone, you can improve visibility, and create a more engaging and personalized experience for users. Overall, leveraging WhatsApp flows as part of your business strategy can drive customer satisfaction, increase engagement, and boost conversions.

Enhanced customer engagement and retention:

Real-time support ensures quick responses, fostering trust and satisfaction. With WhatsApp’s wide adoption, businesses have direct communication for personalized engagement. Rich media options offer visually enriched shopping experiences, influencing decisions. Automated conversational support enhances efficiency and satisfaction.

Improved customer experiences:

WhatsApp Flows provide a seamless, intuitive way for reservations, bookings, and consultations. Automation simplifies the journey, saving time for both customers and businesses. A straightforward booking experience eliminates complex navigation, while personalization and interactivity create memorable interactions.

Reduced response times and costs:

WhatsApp Flows streamline customer service with autoresponders and chatbots, reducing response times. Automation benefits customer satisfaction, eliminates manual work, and minimizes costs associated with call centers and outdated systems.

Higher conversion rates and sales revenues:

WhatsApp Flows increase engagement, improving conversion rates and sales. Higher open and click-through rates offer improved interactions. Personalized recommendations and prompt support build trust, leading to increased conversions and revenue.

Getting started with WhatsApp Flows

Designing or customizing Flows to meet your customer’s and business needs may seem daunting. However, it is more accessible once you have a WhatsApp Business Account and have the right Meta Partner onboard.

That’s where Infobip and our Professional Service team comes in. Together, with you we will build end-to-end custom journey in four simple steps:

  1. Use case design workshop: Our CX consultancy team will understand your customer and business needs to create the best journey with best practices, mock-ups, and optimized use cases.
  2. Comprehensive implementation: We manage the entire implementation process, from the initial setup to testing, and, ultimately, the exciting go-live moment.
  3. Custom development and testing: We handle the full custom development process and thorough testing, ensuring that your solutions are robust and reliable.
  4. Maintenance and monitoring: Once Flows is up and running, we don’t disappear. Our experts provide continuous maintenance and proactive monitoring to keep everything running smoothly, achieving the best customer experience, performance, and results.

Future trends in in-app customer journeys

The future of in-app customer journeys is incredibly promising. As technology evolves, WhatsApp Flows are likely to become even more sophisticated. Businesses can expect increased integration with generative AI and machine learning for hyper-personalization and enhanced automation.

In conclusion, WhatsApp Flows are a game-changer in customizing in-app customer journeys. By embracing this technology, businesses can elevate user experiences, drive engagement, and ultimately, boost their bottom line. If you’re not already harnessing the power of WhatsApp Flows, it’s time to explore this exciting opportunity.

Ready to get started with WhatsApp Flows?

Our CX Consultancy and Professional Services team can help you customize your conversational journeys.

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Nov 9th, 2023
8 min read
Content Marketing Team Lead

Zoha Tapia

Content Marketing Team Lead