Salesforce and WhatsApp have entered into a new partnership that will bring instant messaging to the Customer 360 platform.
Partnership, time announced Dreamforce 2022Give businesses a new way to communicate with customers, courtesy of WhatsApp integration for multiple Salesforce CRM application
Salesforce says the arrangement will set the stage for “convenient, integrated and personalized experiences between people and businesses,” as well as meet the demand for greater consistency across communication channels.
WhatsApp comes to Salesforce
Historically, businesses have interacted with customers in person or more emailBut Salesforce believes instant messaging is “the next great customer engagement frontier”.
Kantar’s research, cited by Salesforce, suggests that a healthy majority (66%) of consumers now prefer to communicate with businesses via messaging platforms, which allow for conversational interactions.
By building on WhatsApp Messaging’s product suite, Salesforce aims to help businesses meet these new preferences 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, to support promotional and customer service use cases.
“Our customers are engaging audiences in the US and around the world, which requires them to continually find ways to improve the customer experience by connecting every customer touchpoint to a source of truth, to create a truly personalized experience,” said Michael Afronti, general manager Salesforce. This is messaging.
“WhatsApp-first business messaging enables every Salesforce customer to deliver a personalized and conversational experience that drives sales, improves customer service and engages with customers wherever they are.”
WhatsApp Messaging will enter the Salesforce Marketing Cloud in December, with more integrations to enter general availability in the following months.
