Salesforce and WhatsApp have entered into a new partnership that will bring instant messaging facilities to the Customer 360 platform.
The collaboration, announced during Dream Force 2022Gives Businesses a New Way to Communicate with Customers, Thanks to WhatsApp Integrations for Multiple Salesforce CRM applications.
The arrangement will pave the way for “easy, integrated and personalized experiences between people and businesses,” Salesforce says, and addresses the demand for greater consistency across communication channels.
WhatsApp is coming to Salesforce
In the past, companies have interacted with customers, either in person or through e-mailbut Salesforce believes instant messaging is “the next big frontier for customer engagement.”
Kantar research, cited by Salesforce, suggests that a healthy majority (66%) of customers now prefer interacting with businesses through messaging platforms, which enable conversational interactions.
By building WhatsApp messaging into its product suite, Salesforce aims to help businesses meet this newfound preference and build more personal relationships with their customers.
Specifically, WhatsApp messaging will be built into the Salesforce Marketing Cloud, Service Cloud, and Commerce Cloud applications, supporting promotional and customer service use cases.
“Our customers attract audiences in the US and worldwide, requiring them to continually find ways to improve the customer experience by connecting every customer contact with a source of truth to create truly personalized experiences at scale,” said Michael Affronti , General Manager of Messaging at Salesforce.
“WhatsApp-first business messaging empowers every Salesforce customer to deliver personalized and conversational experiences that increase sales, improve customer service, and engage customers wherever they are.”
WhatsApp messaging will make its way to Salesforce Marketing Cloud in December, with further integrations to roll out to general availability in the coming months.