When parts of your customer interactions happen on WhatsApp, and there is no tracking, it becomes difficult to prove compliance. Audits become a nightmare, making the whole process even more tedious than it needs to be.
Many companies use Cooby, a simpler approach that integrates WhatsApp with CRMs like HubSpot and Salesforce, keeping a comprehensive record of customer interactions.
Having all your WhatsApp interactions in one place makes auditing easier and allows you to comply efficiently with industry regulations.
Disclaimer: Cooby doesn’t offer legal advice related to compliance. If you’re seeking legal support, consult with a lawyer.
Importance of tracking customer conversations on WhatsApp
Major industries today use WhatsApp monitoring to streamline customer communication and control interactions and customer data better. This control supports businesses in many ways, including:
Complying with industry standards
When you work with customer data, you must ensure its privacy to prevent unauthorized access. Depending on your location and industry, you might be expected to comply with several regulations, especially in finance.
For customer protection, you must maintain an audit trail of business communication. This becomes challenging on WhatsApp, especially if you use a personal or office number to interact with customers.
The major regulator, FINRA, said, "Every firm that intends to communicate, or permit its associated persons to communicate… through a text messaging app or chat service must first ensure that it can retain records of those communications as required by SEA Rules 17a-3 and 17a-4 and FINRA Rule 4511."
Tracking WhatsApp chats makes it easier to comply with such obligations. Cooby records customer communication on an individual’s WhatsApp number, giving you a complete audit trail on your CRM.
Improving customer experience
Keeping track of WhatsApp interactions with customers gives you the context needed to make communication more engaging. This makes your customer's experience delightful.
For example, if your customers ask about invoicing on WhatsApp, and your finance team keeps nudging them for payment over email, it throws them off. If you had visibility of WhatsApp communication on your CRM, you might have tweaked your interaction accordingly and prevented a poor experience. According to research, 63% of customers leave a brand they have been loyal to over a poor experience.
By tracking WhatsApp chats, you remove blindspots from your CRM. This helps you use holistic customer communication in analysis, driving insights to identify issues. The more insights you have, the better you’ll be able to optimize communication and deliver a delightful customer experience.
Coaching team members
WhatsApp communications outside leaders’ watch are prone to quality issues. Your customer-facing team might play fast and loose with them, innocently diverging from the training they received.
Effectively tracking these interactions gives you the visibility to prevent miscommunication. Whenever you see things going sideways, Cooby makes it easier to share live chats and collaborate on communication in real time. The manager and sales rep can work collaboratively on communication and share notes to improve the quality of interaction, especially if it’s a high-value prospect or customer.
Moreover, if you heavily rely on WhatsApp communication, tracking and auditing these conversations gives relevant inputs for your periodic training. It helps your team be on the same page with what they can or cannot do while engaging clients on WhatsApp.
Reporting on key metrics
Tracking WhatsApp chats using Cooby makes visualizing metrics that matter to your company easier. These metrics include average response time, number of messages sent or received, or your team's WhatsApp activity.
It allows you to compare WhatsApp interactions with other channels, finding what works best and why. Then, you can double down on a channel that’s showing better results. Here’s an example of a user comparing interactions on WhatsApp vs. email sent to a contact.
Challenges in effectively tracking WhatsApp messages
When it comes to tracking WhatsApp messages, there are several challenges, including:
Salespeople use personal or office phone numbers to chat with customers.
Salespeople often use WhatsApp for both personal and professional purposes. This makes it difficult to segregate and track only professional communications. Additionally, tracking personal mobile phones or devices may raise legal and ethical issues related to employee privacy.
Even when using a separate office number, businesses manually maintain a record of WhatsApp communication due to a lack of tracking methods. This adds redundancies to the process and hampers an agent’s productivity.
Salespeople manually track conversations
Manually entering conversations on a CRM or saving screenshots can be significantly time-consuming and error-prone. If entries are made manually, there remains a scope of human errors, such as incomplete records, inconsistent formatting, wrong records, and a lack of real-time updates.
It becomes more difficult while scaling your business, as with the increase in the client base, maintaining consistency of data across the firm and manual tracking of each customer interaction becomes heavily unmanageable.
Introducing WhatsApp CRM integration for individual WhatsApp numbers
Cooby integrates WhatsApp with CRMs like HubSpot and Salesforce, making it easier to maintain a record of all customer interactions and activity in one place. You can clearly see the messages exchanged and gather insights to add more value to the overall analysis of customer communications.
Offers a seamless integration with popular CRMs
Cooby seamlessly integrates with your CRM and allows you to sync conversations manually or automatically. If you use an office WhatsApp number and don’t use it for personal use, you can use the auto-sync option.
However, if you use a personal WhatsApp number to chat with customers, you can sync only selective chats. It gives you a flexible option to track messages whether you’re using regular WhatsApp on a personal or an office number or WhatsApp Business.
Keeps data secure
Cooby prioritizes data privacy and maintains security to keep customer data confidential. It also helps companies comply with industry regulations.
Cooby is a SOC 2 Type 2 compliant company that designs and builds with your privacy at heart. If you’re curious about privacy, read Cooby’s privacy policy for more information.
Offers insightful reports
With Cooby, you can create a comprehensive report on HubSpot that showcases insights into all customer interactions, including WhatsApp. This allows you to look at all interactions analytically and drive insights that you can use to improve how you communicate with customers.
Removing blindspot from your CRM
Leaders often see shadows over WhatsApp chats without a system to track them effectively. As WhatsApp becomes a preferred channel of communication among customers, the shadows will grow darker with time.
You need a system to put WhatsApp interactions in the spotlight in an automated way to drive better efficiency while making your CRM a complete source of truth.
This will help you drive actionable insights while keeping a record of interactions for easier compliance.
Take a free trial of Cooby and automate syncing chats to your CRM.
